Research On Service Marketing Strategy Of M Company In Singapore ICT Market

China’s economy has been growing at a high speed.Thanks to the innovation of global industrial institutions and the vertical adjustment of global division of labor led by the trend of technological revolution,China’s service trade industry is bound to explode in an all-round way.It is worth mentioning that the rapid development of Information and Communication Technology(hereinafter referred to as ICT)further provides important support for this process.This paper takes M Company,a software and information technology service enterprise,as the research object,to set up a branch in Singapore.It conducts an in-depth study of its marketing strategy in the ICT market in Singapore.Starting from the current business situation of M Company in the Singapore market,combined with STP theory and 7P’s marketing mix strategy,it clarifies the market segment,target customers and market positioning of M Company,and understands the internal resources of the company.This paper analyzes the political,economic,social and technical environments that M Company is facing one by one by using PEST analysis method.It uses SWOT analysis method to identify M Company’s own advantages and opportunities,and points out the problems and causes of M Company’s ICT business service marketing in Singapore by combining questionnaire analysis.Aiming at the problems and causes of M Company’s ICT business service marketing in Singapore,based on 7P’s marketing mix strategy,this paper puts forward optimization suggestions: in terms of product strategy optimization,it is recommended to focus on two types of solutions,one cloud and one platform.In terms of channel strategy optimization,it is proposed to set up a local marketing team and select third-party cooperation companies to deeply bind with local operators.In terms of price strategy optimization,adhere to standardization and low price strategy to highlight competitive advantages.In terms of promotion strategy optimization,we should use the government subsidy policy to implement scale marketing.It is suggested to adopt such new media as micro promotion to carry out product experiential marketing,and use Facebook,Tik Ttok and other new media to strengthen the interaction between publicity and customers,so as to improve customers’ awareness of products and brands.In terms of personnel strategy optimization,we should attach importance to the rationality of personnel allocation,improve the personnel and post allocation system,and strictly follow the system for personnel and post allocation.In terms of tangible display strategy optimization,it is necessary to carry out targeted tangible display of unique service facilities,service environment and service advantages,and consciously expand more tangible display channels of services.In terms of service process strategy optimization,we should establish the service concept of "customer-centric",pay attention to communication with customers to understand their needs,and fulfill the commitments made to customers in a timely manner.At the same time,security measures are proposed from four aspects:organization,personnel,system and risk.This research will be helpful to the marketing development of M Company in the ICT market in Singapore,and also provide reference for other Chinese enterprises,especially similar enterprises,in their overseas marketing strategies.