A Research On Key Account Marketing Strategy Of Network Security Service For T Company

With the development of new technologies,new application scenarios have derived more concealed and more harmful network security problems,which have brought severe challenges to network security.In the past five years,national network security policies have been continuously promulgated and implemented,which has brought huge market opportunities to the network security industry.Network security service is the future development trend of the network security industry.This dissertation takes T company’s network security service as the research object,and studies the marketing strategy and optimization scheme of T company’s network security service.The dissertation analyzes the marketing status and problems of T company’s network security service: centered on product,its product strategy is weakly targeted,price strategy is not flexible enough,channel strategy is relatively weak,and the form of promotion strategy is relatively single.The characteristics and sales model of network security service are studied.The PEST analysis model and SWOT matrix analysis method are used to compare and analyze the external marketing environment of T company’s network security service,the main competitors in the market,and the internal resource environment of T company from the macro and micro levels.On this basis,based on the STP marketing theory,optimize the market positioning,take the industry key account as the target market,and put forward the key account marketing strategy based on relationship network with value creation as the center.Focusing on the key account marketing strategy,this dissertation puts forward the value analysis index system of key account marketing,constructs the activity framework of key account marketing,then judges the key account value according to the value analysis method,organizes key account marketing activities based on the activity framework,puts forward the key account marketing strategy based on relationship network,and puts forward specific implementation guarantee and effect evaluation methods.It needs to strengthen the guarantee in the construction of key account marketing system,adjustment of organizational structure,improvement of customer relationship management system and team building,constructs the evaluation index of key account marketing implementation effect,and makes the prediction analysis of the implementation effect.