Research On Marketing Strategies Of Outsourcing Business In The Company A With Information Security Service During Strategic Transition

Since the promulgation and implementation of the Network Security Law of the People's Republic of China,information security has become a national strategy.In recent years,with the rapid development of cloud computing,Internet of Things and other new generation Internet technologies,China's information security outsourcing market has entered an important strategic transformation period,and the competition among enterprises has intensified.Based on this background,information security outsourcing enterprises need to adjust their marketing strategies in time.Company A mainly studied and sold password products.In recent years,it has gradually transformed into a social enterprise,from a cryptographic enterprise to a comprehensive information security product service provider.With a deeper understanding of information systems,company A has changed from providing equipment for users to providing overall solutions and integration.Firstly,this paper collects literature about service outsourcing,information security service outsourcing,and information security service outsourcing marketing strategy.Referring to the literature,this paper decides to take 7Ps theory of service marketing as the theoretical basis,but we find that the research conclusions of the existing literature are difficult to apply to the information security service marketing of Company A.We need to design appropriate marketing strategies according to the characteristics of Company A.Secondly,by comparing the differences before and after the strategic transformation,we find that Company A is characterized by high-end products,service integration,business diversification and scope globalization.The main threats facing Company A are upgrading of industrial structure,increasing costs and high-end demand.We also find that there are some problems in current marketing strategies:unstable quality of OEM products,excessive commitment in advertising marketing,inadequate communication within enterprises,lack of necessary service remedies,etc.Thirdly,based on the PEST analysis framework,this paper analyses the macro environment of information security outsourcing market in the period of strategic transformation from four aspects:politics,economy,society and technology.In addition,it summarizes the micro-environment faced by Company A from the aspects of company,supplier,marketing intermediary,customers,competitors and the public.According to the SWOT framework,we find that Company A has advantages in resources,products and channels,but it has weak competitiveness,inadequate innovation and institutional constraints.Support from government departments,open coordination and a wide range of customer markets are opportunities for Company A.Finally,this paper uses STP theory to help company A subdivide the market,determine the target market and position the market.Information security outsourcing market can be divided into traditional market and emerging market.Company A should use different market strategies to build a complete industrial chain of information security from chips to modules,from stand-alone computers to systems,and strive to adapt to the development of Internet technology and changes in consumer demand to meet the different needs of customers in different information security market segments.On the one hand,Company A regards the traditional dominant market as the target market;on the other hand,it regards cloud security,Internet of Things and other emerging mobile Internet information security market as an important target market.Company A should position itself as a leader in the field of cryptographic products,a value chain integrator in the field of information security integration,and a participant in the large IT industry.On the basis of the above research,based on the 7Ps theory of service marketing,we design product,price,place,promotion,people,process and physical evidence strategy for Company A.In product strategy,company A should plan the whole product;in pricing strategy,company A should consider factors such as cost,product positioning,market competition,consumer characteristics and product life cycle;in place strategy,company A should rely on channel merchants to expand business and develop e-commerce sales platform;in promotion strategy,Company A should not only maintain existing customers,but also explore potential new customers;in people strategy,Company A needs to strengthen the construction of expert team,improve the welfare benefits of salesmen,and design more customer participation.in marketing process,Company A must attach importance to customer experience,overall design and control,standardize service processes,and introduce appropriate service commitments and effective service remedies.in physical evidence strategy,Company A should focus on transforming information security into tangible services.The above marketing strategies will help company A adjust the allocation of strategic resources,adapt to industry development and change,and win competitive advantage.In addition,in order to ensure the effective implementation of the marketing strategy of Company A,it is necessary to strengthen organizational management,provide adequate financial support,strengthen the construction and management of marketing team,establish marketing management platform,strengthen the quality of products and services,enhance after-sales service capabilities,and value external project opportunities.This paper pays full attention to the realistic background of strategic transformation period,verifies the applicability of 7Ps theory in information security outsourcing enterprises,improves the feasibility of applying 7Ps theory to enterprise marketing strategy design,and summarizes the problems that should be paid attention to when applying 7Ps theory to enterprises in strategic transformation period.