Research On Service Marketing Strategy Of R Network Security Company

With the rapid development of the information industry,network technology and IT service industry,more and more companies have entered the field of investment in cybersecurity products and market competition has become increasingly fierce.It led China's cybersecurity products to align with international network security products and services.The strict and advanced marketing models of foreign network security vendors often bring good operating results in the international market.However,the overall market share of foreign cybersecurity companies in the domestic market has been declining year by year,including US-funded R Network Security company(hereinafter referred to as R Company).This paper studies the internal and external status,market segmentation and target market positioning of R company to identify current problems and formulates service marketing strategies to ensure the company can better increase customer stickiness and continue to grow revenue steadily.The main content is divided into the following four parts:(1)R company external environment analysis,(2)R company internal environment analysis,(3)R company STP analysis and strategy solution design,(4)Implementation and guarantee of R company's service marketing strategy.This article uses service marketing theory,7P marketing mix theory,PESTEL theory,and STP theory to analyze and sort out the products,place,promotions and physical evidence strategy based on the actual data of R company.Analyze the domestic competitors and customers of R Company to understand the external macro environment,study the internal environment of the company's current situation,product and the Service Marketing Management status,market segmentation,targeting and positioning to analyze advantages and disadvantages of internal resources and capability markets.Finally,formulate a reasonable service marketing strategy and improve the behavior and results of service marketing through specific service departments and internal marketing optimization,service quality optimization and other implementation and guarantee programs.According to the above steps,use hardware security products to solidify the marketing results of software and services on the products,and focus on the cultivation of loyal customers in the service.Establish a complete training mechanism,communication feedback mechanism,and so on.In the end,the improvement of service quality will be achieved,and customers,especially loyal customers,will increase their trust in products,and at the same time increase the company's market share in China and create more value.