Research On Marketing Strategy Of VMware In West China

The Internet is an innovative technology,an era and a way of life.There is no doubt that in recent years,the global Internet level has continued to rise,and all aspects of people's lives are handled through the Internet.As a result,massive amounts of data have been generated.With the continuous expansion of data and the increasing number of applications,cloud computing has emerged in this context.Cloud computing is a intensive,data-and processing-centric integration of multiple computer technologies.Type calculation mode.According to data from many institutions,the compound growth rate of the cloud computing market will be around 30% in the next few years.By 2022,the overall market size of China's cloud computing market will exceed 290 billion yuan.VMware Company has industry-leading virtualization technology and is a global leader in cloud infrastructure and mobile commerce solutions.It has established a large customer base in the Chinese market.However,due to the simultaneous slowdown in global economic growth in recent years,China 's economic growth has also slowed down,and the economic situation is grim;as well as the Sino-US trade war,VMware Company is facing difficulties in market expansion in China Business development and market expansion have been greatly hindered.At the same time,the technological level of local companies such as Huawei,H3 C,and SANGFOR has continued to break through,and they have gradually squeezed their shares in the market.In addition,due to the trade war,domestic entities are more inclined to choose domestic companies.High-quality customers,and adversely affect the development of the company's western China market and marketing environment.In this paper,i try to readjust its marketing strategy in view of the external obstacles faced by VMware Company and the marketing dilemma caused by internal resource disadvantages.Use the PEST analysis model to first analyze the internal and external resources of the VMware company,combined with the SWOT analysis output matching strategy,the VMware company has internal and external problems,but the internal advantages are still very strong,the ST strategy should be selected,and the advantages should be used to avoid threats.VMware companies should adjust Marketing positioning,cultivating market segments carefully,serving focused market customers with professional service capabilities,followed by improving the company's marketing level and strengthening the construction of the marketing system,and overall implementing strategies to alleviate the current marketing dilemma.Then use the STP marketing analysis tool to further refine the marketing positioning.VMware company should strengthen its own advantages,seize the opportunities,and concentrate on the education and medical fields.For marketing positioning,further detailed strategies are proposed in terms of users,costs,convenience,and communication.For example,to accurately identify user needs,provide services to users on demand and establish user-centric service processes,reduce user purchase costs as much as possible,and increase the value-added value of services.This paper is a marketing improvement strategy proposed by VMware Corporation,which will effectively improve the current marketing capabilities,ease marketing difficulties,promote enterprise development,and provide reference value for similar enterprises to a certain extent.