Research On Marketing Strategy Of “intelligent City Operation Support Platform ” Product For Changchun Inspur Cloud Computing Company

Changchun Inspur Cloud Computing Company(hereinafter referred to as "Changchun Inspur Company")has entered the intelligent city market in Jilin province for a relatively short time,Although Inspur has won the trust and favor of customers in the province with its good brand image,in the server market,the marketing situation of " Intelligent City Operation Support Platform " is not satisfactory.With the continuous progress of governance means,the demand for intelligent construction is also increasing.But the market share of Inspur's " Intelligent City Operation Support Platform" product has not been substantially improved,and problems such as poor brand effect,poor customer satisfaction,poor effect of promotion and channel construction have frequently appeared.This paper selects the marketing situation of Changchun Inspur cloud computing company's " Intelligent City Operation Support Platform " product from January 2017(products officially enter the market)to December 2019 as the research object.First of all,the macro marketing environment is analyzed.Through understanding many favorable policies issued by the state and province to promote the development of smart city industry,with the popularization of smart social means,the development of digital economy and the maturity of technology,the products of Inspur " Intelligent City Operation Support Platform " will get a larger promotion space in marketing.Then,this paper analyzes the micro environment.Through the analysis of the internal marketing environment of the enterprise,it basically grasps the current situation of the company's organizational structure,personnel allocation,policy system,etc.,which is helpful for the enterprise to integrate internal resources,actively improve the disadvantage factors that are not conducive to the marketing,and develop the strengths and avoid the weaknesses.According to the analysis of the industry environment,the form of "platform + ecology" is vital to marketing;based on the analysis results of the data collected by the questionnaire,this paper analyzes the customer demand preference,brand information channels and other factors to further understand the customer demand preference;finally,through the analysis of competitors in the same industry,it defines the importance of establishing cooperation relationship with friends to form a healthy market competition.Through the analysis of the above factors,we find the micro factors to improve the marketing predicament of Inspur's " Intelligent City Operation Support Platform ".Through the SWOT analysis of products,in-depth analysis of product strengths,weaknesses,opportunities,threats,combined with the product SWOT analysis matrix marketing strategy division,choose the strengths and opportunities strategy as the main marketing strategy.According to STP marketing strategy,market segmentation is carried out according to customers' purchase demands and regional factors,and target market is selected from two aspects of customer type and functional demand,and market positioning is realized through product positioning,enterprise positioning,competition positioning and consumer positioning.Based on the above analysis,this paper puts forward four aspects of product,price,channel and promotion based on 4Ps theory Marketing mix strategy.Finally,in order to carry out the marketing strategy smoothly,the personnel guarantee measures,technical guarantee measures,capital guarantee measures,process system guarantee measures and strategic guarantee measures are formulated.To sum up,we can see that Changchun Inspur cloud computing company should focus on the customer groups of government and data bureaus in provinces,cities,districts and counties with clear construction needs and large market scale.On the basis of expanding the competitiveness of the main market,the industrial customer base with smart community,smart city management,emergency command,Snow project and IOT perception of construction needs should be considered.Then,according to the characteristics of customers in different market segments,we make different marketing strategies.At the same time,we need to adjust the marketing strategy according to the market changes and competitors' market strategies,further combining the product of Inspur " Intelligent City Operation Support Platform" with the enterprise image itself,improving the market share of the product of " Intelligent City Operation Support Platform ".