The A Company Virtualization Software Product Marketing Strategy Study

Information market potential and enterprise development opportunities are stimulated andbecome much vaster in every revolution of information technology. When we are at the presenttimes of the third IT wave leaded by cloud computing, the produce and development ofvirtualization software and cloud computing technology provide bigger value of enterpriseadvanced completion, systematical management, information promotion for IT services.Virtualization technology has nearly60year’s history; it is the combination of servervirtualization, storage virtualization, network virtualization, application virtualization and so on.As Chinese enterprises, at the new IT waves, they sell virtualization software, as the resultof typical industry characteristics of product’s high technical content, the phenomenon ofemphasis on technology and less on marketing, except some extremely mature softwareenterprises, there are few of software enterprises research and formulate marketing strategywhich suits their own development. Therefore, at the new times of the development of ITindustry, confronting the product and technology of virtualization software and cloud computing,it is meaningful that research virtualization software product marketing strategy on target. In theresearching and formulating process of A enterprise virtualization software product marketingstrategy, this article is directed at marketing principles and management principles, combiningwith A enterprise realistic situation, we researched carefully, then formulated effective marketingstrategy for A enterprise.This article has three parts. First, we carried on the basic statement about virtualizationsoftware industry related theory and this article’s research theories; Second, we used themarketing management instruments of PEST model, Michael Porter’s Five Forces Model,researched an enterprise macro-environment, industry-environment and the existing marketingstrategy, constructed SWOT Analysis model; At last, with the4P Marketing Mix Theory,wedeveloped the A company virtualization software product marketing strategy.For ensuring thatwe can implement marketing strategies successfully, we formulated implementation plan andsafeguard measure of virtualization software product marketing strategies.