Research On The Marketing Stragtegy Of The S Communication Company

Ever since British Worldfine Telecom Group has sent out the world’s first text message in1992, SMS is gradually used in every country all over the world. At the beginning of2000, the short message market began to develop rapidly, and has maintained a high market growth rate. After that, enterprise short message emerged depend on its unique strengths and universal application, and it is widely accepted by many companies around the world. Since2003, enterprise short message has grown a hundredfold in China.The S communication company that this paper researches, its sale of enterprise short message business became the first in domestic private enterprises. Yet, the huge damage is done to its main business due to policy restriction by telecom operators in2008. In the fierce market competition, how to develop market-oriented marketing strategy for S communication company has become an important subject that worth studyingThis paper is intended to generate the domestic marketing strategy for S communication company in future through the detailed analysis on both the enterprise messaging market and the current situation of the company S.Firstly, the paper expounded the basic theory of marketing strategy, as well as domestic and international marketing strategy on the development of the theory. Then, it uses PEST analysis, EFE evaluation matrix and Porter’s five forces model and CPM matrix S to analyze the company S’ external environment, and also BCG matrix and IFE matrix are adopted to analyze the company S’ internal environment in detail, so as to identify the opportunities, threats, strengths and weaknesses that company S is facing with currently. Finally, it presents company S’ combination of marketing strategies based on the analyzation in the former four chapters, and designs the supporting the implementation of the safeguard measure for marketing strategy.