The Research Of CHINA Promotion Strategy For Business Intelligence Software HQ

In the year of2000, the oversea independent BI vendors came to China to do their business. There were some giant BI corporations been acquired in2007, and the competitive business became more and more serious. After the acquisition of BI giants, the competition between BI market segments became vehemently. In this background, what kind of promotion strategy can be used in order to sell their products to market segment for BI vendors which do their business in China as a fresh man? How to promote so as to achieve the enterprise strategic target? These two questions became a subject studied in this paper.Firstly, this paper expounds the China marketing strategy of ALT, the potential requirements of China BI market and the SWOT analysis of ALT. Secondly, this paper expounds the marketing segmentation strategy, marketing strategy and service support strategy. This part is the most important part of this paper. Finally, in conclusion, this paper points out that making full use of self owned channel and distributing channel to get a bigger market is the guarantee of successful promotion for HQ. Based on marketing theory, high technology product marketing strategy methodology, the qualitative and quantitative research methodology and some professional survey methodologies, this paper made a deeper research on STP strategy, marketing strategy and service supporting strategy. This paper would make a positive impact to HQ China marketing promotion, and it would guide sales team of ALT to get more revenues as well as it would promote the implementation of ALT’s product line diversification strategy.