Research On Marketing Strategy Of Network Security Product Of W Company

In recent years,in the new pattern of cyberspace security being promoted to national security,the traction of policies,the requirements of laws and regulations and the evolution of IT business have given birth to the vigorous development of the network security industry in China.Nowadays,customers pay more attention to their own practical ability of network security operation,and slowly change from the original basic network security capability construction to the refined,systematic,and intelligent security operation.Especially for the new products in the field of network security operation segmentation,customers pay more attention to the deep integration of products and their own business in the security operation process,which puts forward higher requirements for the service ability,product tangible display and service quality of marketers.Therefore,network security enterprises should adapt to the changes of marketing environment,from the original product-oriented marketing strategy to customer experience and satisfaction and service-oriented marketing strategy,pay more attention to service quality and user experience,promote sales by service,and obtain long-term customer value by service.Aiming at W company in the start-up stage in the field of network security,this thesis applies 7Ps theory,Segmentation,Targeting,Positioning,STP theory,marketing environment analysis method,interview method and other theoretical methods.Detailed analysis and summary of W company’s traditional 4Ps marketing strategy in the current market environment exposed problems in product,price,place,and promotion.In particular,the interview on the customer side captures the improvement of customers’ cognition on the trend of network security operation and their strong demand for service quality assurance in network security operation.Combining with the characteristics of Security Orchestration,Automation and Response(SOAR)products,which are currently the main products of W company,the target market positioning is analyzed in detail.This paper discusses the significant value of tangible experience display of personnel and products and service quality to their marketing.Finally,based on the 7Ps marketing theoretical framework,the strategy and safeguard measures of service-oriented marketing mix are redesigned.With customer experience and satisfaction as the core,the improved marketing strategy is expected to make up for the tactical weaknesses in the existing marketing process of W Company,use highquality user service experience to amplify the technical advantages of products,precipitate brand value,and realize the purpose of promoting sales through service.