Font Size: a A A

Marketing Strategy Analysis For WEITE Antivirus Software Products

Posted on:2017-02-20Degree:MasterType:Thesis
Country:ChinaCandidate:C G WuFull Text:PDF
GTID:2359330566456550Subject:Business administration
Abstract/Summary:PDF Full Text Request
Under the policy of the government to encourage people to start their own business and to make innovations,even as most be inclined to,Small and Medium Enterprises are facing serious problems such as limited resources,weak of anti-risk,lack of leading technology and other issues.How to survive and be well developed are becoming hot topic for economist.Internet-based though prevailing make the internet sailing scaled.If Small and Medium Enterprises could stand a chance to fly when there is a favorable wind blow from behind,take the advantages of flexible countermeasure to catch up the industry fast change marketing trend,they could create innovation business model and become large enterprises with efficient marketing strategy.Quickly changing marketing makes it difficult to treat all enterprises with one standard business model.Based on my yearly theoretically study and working experiences,I believe marketing strategy is the most important factor among those developing topics.Good marketing strategy should integrated internal resources to lead the company adapt or change the outside competition with suitable product strategy\price strategy\place strategy and promotion strategy.I hope to take this typical and real time business cast for study so as to explain how important the marketing strategy would influence the company and its eco-system.There are some marketing sales tools are applied during this business case study such as 4P\SWOT\SET\PEST\value chain analysis\five forces model\business model canvas\five product levels of a plurality of marketing theory and analytical tools.One small internet marketing agency named WEITE are chosen as the specimen.WEITE is an agency for international Anti-virus software,it survived through bloody market with 4P marketing strategy after a few years struggle.While,along with the profit making model changed greatly in recent years,previous competition situation is broken and most company and their agencies including WEITE are greatly involved.Targeted at new marketing environment,WEIT reshaped their marketing strategy,finding the issues,proposed improvement countermeasures such as how to provide product and services from customer focused point of view,how to re-organized the company profit earning structure,develop the blue sea,how to symbiosis with competitors and win-win with partners.To find a business cast for deep dive,is to take it for more small company‘s reference.In time of Internet plus,small and medium enterprises get the chance to stand together with large enterprises,face together with industry or even outside industry challenges.Everyone should think out the way how to keep the balance during the dynamic development based on his own situation and circumstances.
Keywords/Search Tags:Anti-virus software, profit gain model, marketing strategy
PDF Full Text Request
Related items