The Research On Marketing Strategy Of Star-net Co.,Ltd

IT, electronic and communication equipment manufacturing industry is an important part of China’s economy, also is the forefront of the high-tech industry zone, bear heavy responsibility and international practice and innovation of high-tech industry. After nearly30years of development, IT, electronics and communication equipment manufacturing industry in China has made great progress, however, compared with developed countries in Europe and North America and is still a considerable gap, not only on the technical innovation capability, is also reflected in the level of enterprise development strategies, marketing and human resources management on gaps in such areas.Fujian Star-net Communication Co.,Ltd. is the mainstream of China’s enterprise-level network communications equipment and terminal equipment manufacturers, with outstanding software, hardware and value-added services of Trinity’s integrated service delivery capacity. In practice, grab both hardware and attention to investment in research and development and construction of soft power, especially in the marketing aspect of the business,"front combat" and achieved good results. In recent years, to adapt to the changes and needs of the market, its main business model has evolved from a simple hardware sales to provide total solutions for customers of changes. Their marketing strategies, in particular market segments of "low cut, high end breakthrough" differentiation strategy and focus on the occupation of part of the marketing strategies of the market to ensure their main business is to the further development of the industry, avoiding not only with international manufacturers head-on collision of large companies such as Cisco,3Com, and effectively raise the barriers to competition in the main business and achieved good OPE.This thesis, by applying PEST theory to analyze the macro environment of the Star-net Co.,Ltd., and Porter’s "five forces analysis" model and McKinsey (Mackinsey) SWOT tool of ruijie’s Micro-Star network environment and the company’s internal strengths, weaknesses, facing the threats and possible development opportunities to make a painstaking investigation and analysis, to identify its pros and cons.Ruijie case study by star networks, discussion on the generality and individuality of the company business development issues, programme strengths and its marketing strategy and tactics can be improved, and thus try to design for the company may be suitable for their marketing strategy of business development programme, can be helpful for the future development of the company.Marketing strategies related to marketing success or failure, to a certain extent, even as a business development plan and the key to overall success of the strategy implementation. Wide vision decides realm, objective decides height, thinking can do far far away Marketing strategy and the company’s mission, vision, goals, development strategy are closely linked, from entrepreneur lofty philosophical thought can be traced to. In a sense, marketing strategies and business objectives of the enterprise and development strategy are equally important, complementary targets these three coherence, coordination, like balanced Mercedes-Benz’s "troika", will enable enterprise healthy development, full of potential.