Study On Service Marketing Strategy Of New Enterprise

Since the 21 st century,under the support and drive of relevant government policies,entrepreneurial activities in China have become increasingly active.Entrepreneurial activities not only realize the self-value of strivers,but also promote the social and economic development of countries and regions.At the initial stage of the establishment of the enterprise,the production and development of the enterprise are faced with difficulties due to the existence of various resource defects.Using marketing strategy to open up the company market has become an important way to solve problems.As a typical start-up enterprise,WeiHai Ruilong technology company studied in this paper is also a small and micro enterprise providing information technology consulting services.At the initial stage of development,new enterprises are faced with some common constraints,such as the limited resources they can raise and the particularity that entrepreneurial activities are commercial activities carried out in a highly uncertain environment.Entrepreneurship exists to create value by providing benefits to customers.Therefore,as a small and micro enterprise providing information technology consulting services,Ruilong company needs to create customers by means of marketing management,to make potential needs explicit and slow needs urgent,so as to solve the difficulties faced in the initial stage.This paper adopts literature research,questionnaire survey and case study to study the marketing strategy of Ruilong technology service.Firstly,the paper analyzes the service marketing strategies of Shanghai hand and Weihai Huiguang,the leaders in the information technology consulting service industry,and draws on their experience.Then,the external environment of Ruilong technology company was analyzed with PEST and porter's five forces model,and the external opportunities,threats,advantages and disadvantages were defined in combination with the internal situation of the company.Secondly,by means of questionnaire survey,this paper analyzes the information technology demands of the customers of Ruilong technology co.,LTD.The results show that Ruilong technology co.,ltd.has a relatively broad market development space.Clear the target market and positioning of the company after market segmentation.Finally,carried out in accordance with the customers industry and customer demand as the scale of market segmentation,combining with the actual situation of the company to the target customers,small and micro enterprises,using the marketing mix theory of right lung technology company established service marketing strategies: product strategy,including one-stop information consulting solutions,introduce informatization strategic planning advisory business mode,grind the existing software products and improved product quality,adjusting the existing software development business direction,creating flagship brand products,predict ready for the next generation of new technology products;Process strategies include standardization of service process,emphasis on pre-sales demand survey,strengthening after-sales service guarantee and requiring users to participate in the process.Personnel strategy includes personnel supplement,motivation,ability improvement,etc.Channel strategies include deep cultivation of offline channels,establishment of online channels,innovation alliance and community channels,and affiliated third-party channels.Communication strategies include the use of traditional and emerging means,public relations maintenance,business promotion and publicity;Visible display strategy company image,staff.And customer presentation;Pricing strategy,general pricing,phased,graded pricing,new situation pricing,etc.The research in this paper establishes a marketing mix strategy for the company,which is helpful for leading WeiHai Ruilong technology co.,ltd.to get out of the predicament that it is unable to open the market well in the entrepreneurial process.At the same time,the development of marketing strategies for new enterprises in the industry to provide reference.