Research On IM Cloud Marketing Strategy Of Z Company

The purpose of this paper is to study the way of Z Company how to develop the competitive marketing strategy at the start-up stage,the way of Z company how to position the target market,develop and implement a marketing strategy,and win mobile instant messaging cloud market share in the fierce competition in the instant messaging market environment.This paper adopts literature research and comparative case analysis,collecting and organizing the literature related to the target market positioning and the marketing strategy of instant messaging software,through contrast analysis of the company background and the market competition environment of Z Company,find out marketing strategy problems of Z Company,finally put forward suggestions for the marketing strategy and implement the marketing strategy for Z Company.This paper is divided into six chapters: The first chapter is introduction,related research background of instant messaging cloud,and lead to Research Approach and research objectives of this paper.The second chapter is literature reviewing,reviewed the theory for the marketing strategy of Z Company;include marketing theory,marketing strategy theory,STP theory and competition theory.The third chapter expounds the background and organization structure,situation of the present market and the existing problems of Z Company.The fourth chapter described the development of market situation and competition situation of instant messaging in China,include the concept and classification of instant messaging,the development condition and competitive situation of instant messaging market in China,and analyzes the competitors of Z Company.The fifth chapter describes the target market selection and the marketing strategy of Z Company,pointing out that it is too narrow to limit the target market positioning group scope to the MBA groups for Z Company.The population of target market positioning should be expanded to the higher educational people and professional people.At the same time,the efforts of product features development need to strengthen up,according to the enlarged target population needs.E-MBA cloud should combine the functional development of the personal mobile instant messaging and enterprise instant messaging to one,in order to meet the needs of higher educational people and professional people in day life,study and work communication.Finally proposed suggestions for Z Company to develop themarketing strategy and implement the marketing strategy.The sixth chapter is conclusion.It is a key way for the success of Z Company to expand the target population,strengthen the product function development,and the implementation of the marketing strategy.This paper put forward some suggestions for Z Company in target market positioning and the marketing strategy developing.These suggestions also have the certain reference value for other instant messaging enterprises in developing the marketing strategy.