Study Of The Marketing Strategy Of The Server Products In The Chinese Market

This thesis discussed the Marketing strategy of the Server products in the Chinese Market, by using several management theories. According to brands of server products, the current Chinese server market can be divided into two types of international and domestic. According to the operating system, it was included the UNIX Servers and the PC servers. UNIX high-end server market was generally dominated by IBM, HP, SUN, Fujitsu, however, other domestic brands, Such as Shu Guang, accounted for only a small fraction of market share. For the PC server market, it mainly included HP, IBM, DELL and other international brands, domestic brands such as wave, Lenovo and other servers are mostly based on Intel or AMD CPU. Due to its technical limitations, in the domestic market, PC server was mainly utilized in the low-end server status. Such a fierce competitive environment it is in china, the server product marketing and Sales strategy will become extremely important to study and formulate for the server manufacturers to fully tap their own advantages, strengthen its core competitiveness, the reality of high significance.In the thesis, through analyzing the competitive environment for server products, using PEST and SWOT analysis and the case studies, etc., the competitive environment is analyzed, and the core competence and competitive factors are determined. For the current characteristics of server vendors, the best marketing and sale strategy for the server vendors is proposed. The thesis puts forward three kinds of marketing and sale strategies for the server vendors, they are:1) direct sale marketing strategy; 2) distribution strategies; 3) integrated strategy. To the above-mentioned three alternative strategies, AHP method is used, taking suitability, feasibility and acceptability as evaluation criteria, giving comparisons for all pairs, the Integrated strategy (i.e., with other software and hardware dealers, and local distributors co-marketing, as well as some products to take direct marketing) gets the optimal rank for the server marketing and sale in the Chinese Market.