Research On Marketing Strategy Of Cloud Services Company A

With the tide of mobile Internet technology and the pace of reform and opening up,China's economy has developed rapidly and has become the second largest economy in the world.At present,China's economic growth rate is relatively slow,it is transforming from rough to refine.The government of China has been making policies further to support the digital transformation of enterprises and support "mass entrepreneurship and innovation",which will release trillion yuan market.Cloud computing is the technical support means of enterprise digital transformation,the development trend is irresistible.In recent years,the public cloud market of China has continued to grow rapidly,its annual growth rate is more than 50%.In addition,it will continue to grow rapidly,and it is expected that the public cloud market in China will reach 173.1 billion yuan by 2022.Cloud Services Company A is one of the first companies launched public cloud business services company globally,and it continues to lead the global market,it has a high visibility and greater influence in the industry.After a decade of building data center infrastructure,69 availability zones in 22 geographical regions around the world have been operated,the achieved effect of scale has attracted millions of customers worldwide.Since it entered the Chinese market in 2013,it has more than doubled its market growth rate every year for five consecutive years,winning tens of thousands of customers in manufacturing,education,health care,media,aviation,retail and the Internet,such as Lenovo,CIMC,TCL,Galanz,Haier,Hisense,New hope,Tongwei Group,Sichuan Kelun Pharmaceutical,Southwest University,Xi'an Jiaotong University,VIPKID,EF,LAIX,China Southern Airlines,China Express Airlines,Xiaomi Tech,Qihoo 360 Tech and so on.However,since China's local public cloud manufacturers entered into the market which made the competition become more intensified,the entire industry pattern has been changed tremendously.In 2019,the revenue growth of Cloud Services Company A was only 32%,far below the average growth rate of the market,its market ranking also has fallen beyond the top three,Cloud Services Company A faces a serious challenge.In order to get out of the current development dilemma and return to the forefront of the market in the fierce competition.Therefore,this article makes qualitative analysis to current situation of marketing management of Cloud Services Company A,and deeply explores and research the reason for the sharp drop in growth,then it also makes solutions with pertinence,operating and advancing that incorporate relevant marketing theories.Through various safeguards,the improved marketing program can be effectively implemented to increase business revenue and market share.This will not only help Cloud Services Company A to further cultivate the Chinese market,but also have important reference significance for other public cloud business companies to study and formulate marketing plan suitable for their own development.This paper focuses on the use of the following research methods:(1)Literature research method.Referring to theories,methods and tools,such as PEST,STP,competitive strategy theory,4Ps,SWOT,and makes generalization and summarization based on comprehensive research of the status at home and abroad,therefore,a solid theoretical foundation for writing this paper has been laid.(2)Interviewing method.One-to-one communication among front-line staffs,middle and senior levels managers of Cloud Services Company A have been conducted.The communication interviewing covers current marketing situation,resource and process bottleneck,work conflict and improvement ideas.(3)Case analysis method.In this paper,Cloud Services Company A as the research object,cases analysis has been made towards the marketing achievements,existing problems and reasons,furthermore,solutions to improve the marketing program for Cloud Services Company A has been proposed through summing up the collected information and combining the results of theoretical research.By using the above research methods,detailed analysis of the industry environment and development trends and current business situation that Cloud Services Company A sits in has been made;besides,in-depth analysis of the reasons of the unclear target market strategy,lag of new products on-line,rigid price strategy,weak sales channels.According to the results of theoretical analysis,STP market strategy,differentiated product strategy and flexible price strategy are designed to create a more positive and stable channel ecology,rich marketing mix strategy to meet the market challenges.Then,the internal organization reconstruction,sales team cultivation,incentive mechanism,benchmark customer breakthrough and other guarantees are proposed.Through a series of positive measures,we hope to solve the backward marketing situation of Cloud Services Company A,and provide reference for relevant public cloud business enterprises to build their own marketing strategy.