Research On Sales Strategy Of Industry Standard Server In Telecom Operator Market

Since 2010,with the rapid development of the market of "cloud computing" by domestic Telecom operators,the demand for industrial standardized servers of X86 architecture,which build the smallest computing unit in the hardware infrastructure of "cloud computing",has also been growing rapidly.HPE,the world’s leading enterprise in industrial standardized servers based on X86 architecture,not only failed to maintain an increase in market share and product profit margin,but also continued to decline.Based on the analysis of the dilemma that the "market share" and "profit margin" of HPE industrial standardized server products cannot be balanced at the same time in the market of Telecom Operators,this paper is based on the motivation of the operation pressure of Telecom Operators to the bulk commodity procurement process.This paper puts forward the view that HPE should differentiate the market according to the demand characteristics of "government and enterprise market" and "individual user market" under the framework of Telecom Operators’ collective acquisition rules.For enterprises that provide large quantities of "industrial standardized" products in key business areas,but lose competitiveness due to excessive product homogeneity,the idea of re-dividing the single market and incubating star products in the segmented market is put forward.On this basis,aiming at the current situation of Telecom Operators server market,this paper replans HPE’s marketing organization structure in Telecom Operators business with the goal of re-segmentation of the single market.In the market of traditional "individual user market" of The Enterprise of Telecom Operators,the joint venture brand H3 C implements the "cost leadership strategy" in the "individual user market" to compete with competitors in the same industry for the purpose of gaining market share.In the sector of "Government and Enterprise business Market",a new business growth area of Telecom Operators,HPE adopts its technological advantages in "edge computing" and "hybrid cloud" to implement the "technology leadership strategy" of providing users with a large number of technical services and gain profits.In this way,HPE can smoothly transform from a production enterprise to a service enterprise.