A Study On The Overseas Marketing Strategy For LC Server

LC Group is a Chinese indigenous Information & Technology enterprise,whose business scope covers cloud computing equipment’s manufacturing,software system development,cloud computing and other new technology fields.Among them,LC server,its hardware product,is the most famous in the market,and currently ranks the third place in the global server industry in terms of shipments.Taking LC server as an example,this paper studies the issue of its low share in overseas market,and tries to analyze its development strategy in global market based on the status quo.This study is not only beneficial to the improvement of LC server’s international business,but also conducive to the strategic layout of Chinese science and technology enterprises in overseas.Overall,it will enhance Chinese similar enterprises’ competitiveness in the global market.The author starts the research with the actual situation of LC server’s current overseas business.Based on the PEST model,the author analyzes the macro environment of the current market,and finds that the global information technology industry is still in an upward trend.Also,STP theory is used to analyze the sales of server products in different target markets and industries,and to decide the cultivation plan of each regional market.Combined with Porter’s five forces model,this paper compares the major competitors,analyzes their executive strategic layouts,and then decides the policies of LC server sales in the overseas market.Finally,based on the SWOT model,the author sorts out the advantages and disadvantages in the overseas market,then summarizes that LC Group needs to implement the combination of diversification strategy and turnaround strategy in overseas market.In this way,the overseas sales can be improved.In summary,LC Company will insist on improving marketing strategy in terms of directions of main products,internal response & support rules,channel market’s development and incentive policies to distributors in overseas market.By taking this opportunity,LC Company can optimize overseas organizational structure,make full use of its own advantageous resources and overcome the adverse factors in overseas market.By narrowing the gap between the top two enterprises in the server industry and itself,LC Company will achieve the target as soon as possible.