The Research For Marketing Strategy Of Shanda’s Interactive Entertainment Products

Marketing is a social process combining sales and exchanges of products and value, through personal and team creation. Marketing strategy, as an art also as a science, aims to obtain, retain and increase customers by creation and transmission good customer value by targeting right market segment.The author analysis the challenges and problems within product, price, place (channel), and promotion of Shanda EZ Pod, the interactive entertainment product released as part of strategic transmission by Shanda Networking Company Limited (as per Shanda hereafter) in 2005, and suggests that Shanda needs to re-analysis the interactive marketplace and the customers requirements, and combines with the previous experiences gained from the distribution, to re-define and re-design the product. Shanda needs to further finalize the marketing strategy basing on the new product design and the core competences of the company.Basing on the further analysis the trends of interactive entertainment industry, the macro-environment and the industry structure, the author uses SWOT analysis framework together with the experience gained from distribution to map out the new marketing strategy for interactive entertainment products, and provides suggestions on the customer requirements and products, customer cost and price, customer convenience and channels, customer communication and promotion 4 areas.The author hopes to help Shanda to obtain the privilege position in the interactive entertainment marketplace by re-design the product marketing strategy, and further enhance the company transmission, so as to fulfill the company mission which reads as to be the world leading interactive entertainment media company.