Research Of Marketing Strategy On Cloud Computing Business In China Enterprise

Cloud computing is considered to be a significant reform of way of IT service provision appeared after time-sharing system and invention of personal computer (PC); in recent years, it has attracted almost all IT companies to join in. In mainland China, as restricted by data security policy, the world-renowned IT vendors also actively cooperate with local well-known IDC, telecom service providers, local government, hope to enter into Chinese market as soon as possible, to compete for China’s future cloud computing market. The world giants include Microsoft, Amazon, IBM and so on. Meanwhile, local IT giants include Ali cloud, Telecommunications and Huawei, who also have early used policy or resource advantages to establish open source-based cloud computing platform. Based on the above background analysis, China Enterprise ICT Solutions Limited. (hereinafter referred to as China Enterprise), as the industry small and medium-sized ICT solutions provider, faced with deficiencies in brand and capital strength, technological strength, industrial scale and many other aspects. How to face the cloud computing market full of opportunities and challenges, develop and successfully implement effective marketing strategy is a major challenge currently facing.First, the study used PEST model to analyze enterprise’s macro environment, to grasp the external environment of cloud computing industry as a whole, and evaluated the impact of these factors on corporate strategic goals and strategy development; used SWOT model to analyze the current situation of China Enterprise, namely current strengths and weaknesses, opportunities and challenges, and organically combined the company’s strategy and internal resources, external environment; used Porter’s five forces model to conduct in-depth analysis of China Enterprise’s competitive environment, especially competition within the industry, and developed the corporate long-term feasible competition strategy.Secondly, the research used STP model, questionnaires and interview methods to analyze market segmentation, target markets and market positioning in the current market expansion, providing precise directions for the sales and marketing activities.Finally, author of the research, by means of marketing mix strategy 4P theory, from four dimensions of product, price, place, promotion, put forward his views to help optimize current product design, pricing, channel development and marketing activities.