Research On Marketing Strategy Of DIGITALCHINA

Market competition is the actual situation that an enterprise has to face. What should the enterprise do to gain competitive advantage is a problem that draws many researchers’ attention. It is widely believed that marketing ability is one of the uppermost core abilities and is the main ability for profit gaining. The ways to promote such an ability consist of adapting marketing pattern to changes of market demand, developing marketing strategies through both the research and analysis to market, segmenting effective market, selecting target market, through integrated marketing efforts and using4Ps marketing tool effectively, so as achieving both the marketing goal and the strategy of sustainable development; the strategies should be suitable for the enterprise own. An integration of those actions is the so-called marketing management. Marketing management takes marketing in order, leading to a benign, flexible, and sustainable development of an enterprise. The main task of marketing management is demand management; choosing marketing pattern according to demand status, and finally realizing develop the enterprise development healthily and sustainably by such tasks as setting both strategy and tactics, opening marketing vision, building strong brands, designing demand-adaptive product and achieving long-term growth.IT industry has a distinct characteristics of era. More and more IT enterprises has adapting continuously their marketing strategies and tactics to both market demand and consumer demand to maintain their lasting vitality. Which marketing pattern is appropriate for the adapting? How to market and manage the marketing in this industry? These problems are non-trivial. The paper takes this industry as the background and Digitalchina as investigated subject; Digitalchina is the enterprise in which the author works. It investigates, analyzes and discusses the marketing tactics of Digitalchina, grounding the theoretical basis on marketing theories and documents. It tries to point out problems in the tactics and to give advices for its improvement. The paper’s structure includes four parts. First, this thesis analyzes the environment of Digitalchina, both macro and micro, states the marketing environment mainly from the views of public policy, economic environment and IT industry, and then retrieves their effects on the setting of the enterprise’s marketing strategy. Second, it analyze from the aspects of the enterprise’s market demand, market share, customer group, and propose the respective marketing tactics, using such theoretical knowledge related to marketing as enterprise’s business idea, marketing strategy, marketing tactic, STP theory for marketing and4Ps marketing tool. Third, making suggestions on both marketing pattern and marketing tactics, such as strengthening brand building, focusing on exploring new products, integrating marketing patterns, and offering high level services. Fourth, drawing the conclusions; the author summarizes the conclusions, predicates the directions for future study on marketing tactics of IT enterprise, and points out the shortcomings of this paper.Through the research, the author enhanced the understanding of marketing theory, which may has certain guiding significance for marketing work in future.