摘 要

随着D公司私有化进程的完成,也加快了 D公司作为PC和服务器巨头供应商向端

到端的企业级解决方案供应商转型的步伐。传统的PC和服务器业务常年稳居在全球的

前三位,,但是由于D公司的决策失误错失了发展迅猛的平板电脑和智能手机市场,导

致在全球市场的销售业绩大幅下滑,使得D公司更加坚定的转型为端到端的企业级解决

方案提供商之路。

面对全球市场的变化,D公司决定进行转型之后,出资180亿美元先后收购20家

公司,提高了从前端桌面系统到后端数据中心平台全套的IT基础架构解决方案。其中

最为重要的一项收购,在2007年,出资14亿元美金收购了专业IP SAN的第三代企业

级存储厂商EqualLogic,整合为D公司企业级云存储产品。

本文将以D公司东北区为研究对象,分析D公司东北区企业级云存储产品的营销

现状,以MBA营销管理中理论为基础,通过对东北区企业级云存储产品的现存问题,

进行多方面分析,并根据东北区企业级云存储产品营销中存在的问题制定了产品策略、

渠道策略、促销策略和服务策略。最后,制定相应保障措施,确保制定的营销策略得以

顺利实施。

本论文的核心宗旨是研究企业级云存储产品区别于传统消费商品的营销策略,在企

业级存储云市场需求增长快速的环境下,为D公司企业级云存储产品在东北区市场营销

策略进行优化和调整,进一步提供提髙D公司企业级云存储产品在东北市场的竞争力。

关键词:市场营销;营销策略;外部环境分析;内部环境分析;企业级云存储

D公司企业级云存储产品营销策略研究

The Research on Marketing Strategy for Enterprise Storage Products of D

Company

Abstract

With the development of D company, the privatization process is completed, but also to

speed up the D company as the PC and server giant supplier to end to end solution for enterprise

level supplier the pace of transformation. The traditional PC and the server business year in the

top three in the world,but due to mistakes in decision-making, D company missed the

development computer and intelligent mobile phone market plate rapidly, resulting in a global

market sales decline, which D company transition more firm for enterprise level end-to-end

solution provider road.

In the face of changes in the global market, D company decided to transition, $18 billion

has acquired 20 companies, increased from the front end desktop systems to back-end data

center platform based IT full set of architectural solutions. One of the most important

acquisition, in 2007,$1.4 billion investment dollars acquisition of professional IP SAN third

generation enterprise storage vendor EqualLogic,integration of D enterprise cloud storage

Products Company.

This paper will take D company in northeast area as the research object, analyzing the

marketing actuality of D company enterprise area in the northeast of cloud storage products,

based on the theory of MBA in marketing management as the foundation, through to the

existing problems of cloud storage products enterprise in northeast area, analyzing, and develop

the product strategy, channel strategy, promotion strategy and service strategy according to the

presence of northeast area the enterprise cloud storage products marketing problems. Finally, to

formulate the corresponding security measures, to ensure the smooth implementation of

marketing strategy.

The core purpose of this paper is to study the enterprise cloud storage products from the

traditional consumer goods marketing strategy, the rapid growth of the environment in the

enterprise class storage cloud market demand, D company enterprise cloud storage products to

optimize and adjust the marketing strategy in the northeast region, and provided fiorther

enhance the competitiveness of D company enterprise cloud storage products in the Northeast

market.

Key Words: Marketing Management; External Environment Analysis; Internal

Environment Analysis; Marketing Strategy; Enterprise-class Cloud Storage

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