Marketing Strategy Research On B Company For Network Integrated Monitoring System

B Company is the biggest OSS software development company in China, one of its main products is Network Integrated Monitoring System, which is mainly oriented to the needs of three domestic telecom operators. With the development of full-service operation and the application of new services such as IMS and LTE, and the application of cloud computing technology in OSS domain, and with the changing of macro environments in social, economic and technological area, there are growing demands for integrated OSS products such as Network Integrated Monitoring System. At the same time, domestic OSS products are becoming more and more mature, services are tend to be standardized, technical doorsill is gradually reduced, so that the leading position of B company in OSS market is facing more and more challenges from new competitors, and micro environment for Network Integrated Monitoring System is gradually changing. Under these circumstances, it is very important for B Company to lay down what kind of marketing target and strategy for Network Integrated Monitoring System, and how to assure the execution of the strategy. This will affect the company follow-up development for several years.By taking the influence strategies of Network Integrated Monitoring System as the object of study, using literature research as the main method, using PEST and SWOT analysis theory, and basing on general research results and general rules of marketing strategy, the author analyzes the macro and micro environments faced by Network Integrated Monitoring System of B company. Based on qualitative analysis of domestic OSS market macro environment, and quantitative analysis of business data of B company over the years, competing environment, and investment planning of the telecom operators and their provincial branches, a more reasonable marketing target for Network Integrating Monitoring System for B company for the year of2013is given, and unique marketing strategy in product, price, place, promotion is determined. At the end, particular adjustment is made to the organizational structure and performance appraisal based on the actual situation of B Company, so as to assure the execution of the marketing strategy.