XX公司战略转型期服务产品的营销策略探讨-工商管理专业论文.docx

the informatization of Chinese enterprise-class users and the requirement of domestic IT system outsourcing services, analyzed the domestic market (market competition, market characteristics and market problems). As well as this chapter gave the analysis by “Five Factors” for IT systems outsourcing services industry. The conclusion is: The Chinese IT market changes from construction period to operation period, and IT outsourcing services industry in China is a new industry, also a fragmented industry, but its rapid development, high growth and good market opportunity provide a basis for the further marketing strategy design. Chapter 3 made the SWOT analysis for the service business of the company in order to design marketing tactics in strategy transition period. This part also described the content and feature of the companys service products. Chapter 4 mainly designed marketing tactics. First of all, author described the characteristics of service industry and service products as the basis for the design of the marketing tactics, and then used the marketing theories of 4P, 7P, 4C, 4P+3R and Experience Economy to design the marketing tactics step by step, combined with the feature of company, service market and service products. Chapter 5 mainly discussed the feasibility and the practice of the marketing tactics. This paper designed the marketing tactics from the perspective of company managers by integrating classic marketing theory and new marketing theory. The designed marketing tactics has clear direction. It is very helpful for XX Company. During the marketing tactics design, the related experience and gain has been a great reference to the company. Surely, this marketing tactics has not been fully practiced, and will encounter problem in the implementation. KEY WORDS: strategy transition, IT System outsourcing services, marketing tactics, marketing of services 1 1 2 2 目录 HYPERLINK \l _TOC_250008 第一章 XX 公司战略转型及带来的营销问题 1 HYPERLINK \l _TOC_250007 1.1 XX 公