Dalian New Morning Call Center System Marketing Strategy

Nowadays, the competitions in the market are getting more and more intense. Services play more important roles in winning the competitions. As an interface of customer services, call center has become the focus of enterprises' interest and developed at surprising speed in recent years. Dalian Brilliance Information System Co., Ltd., one of the call center system providers, has achieved an outstanding market performance for the past several years. However, the market environment is changing rapidly. Consequently, it becomes quite important for Brilliance to set a competitive marketing strategy according to the changing market.The dissertation is based on Economics, Marketing and Strategy Analysis theories. In the first section, the macro economic environment and call center market is analyzed; the competitions survey of the call center market is presented; the existing external opportunities and threats are identified; the internal status, such as current marketing status, resources capability (by value chain module) and products are analyzed to ascertain the strengths and weaknesses.Section two is focusing on the market strategy selection. Call center market environment is analyzed by applying multi-analysis method. Four important indexes (market capacity, profit ability, potential development and company competition position) are used to evaluate and determine the target-market for Brilliance.Based on 4P theory, a feasible and effective marketing strategy is proposed for Brilliance in the third section.This dissertation aims to provide Brilliance call center system the optimal market strategy to enhance its market position and competition capabilities.