ABSTRACT
The purpose of this paper is to study the way of Z Company how to develop the
competitive marketing strategy at the start-up stage, the way of Z company how to
position the target market, develop and implement a marketing strategy, and win
mobile instant messaging cloud market share in the fierce competition in the instant
messaging market environment. This paper adopts literature research and comparative
case analysis, collecting and organizing the literature related to the target market
positioning and the marketing strategy of instant messaging software, through contrast
analysis of the company background and the market competition environment of Z
Company, find out marketing strategy problems of Z Company, finally put forward
suggestions for the marketing strategy and implement the marketing strategy for Z
Company. This paper is divided into six chapters: The first chapter is introduction,
related research background of instant messaging cloud, and lead to Research
Approach and research objectives of this paper. The second chapter is literature
reviewing, reviewed the theory for the marketing strategy of Z Company; include
marketing theory, marketing strategy theory, STP theory and competition theory. The
third chapter expounds the background and organization structure, situation of the
present market and the existing problems of Z Company. The fourth chapter described
the development of market situation and competition situation of instant messaging in
China, include the concept and classification of instant messaging, the development
condition and competitive situation of instant messaging market in China, and
analyzes the competitors of Z Company. The fifth chapter describes the target market
selection and the marketing strategy of Z Company, pointing out that it is too narrow
to limit the target market positioning group scope to the MBA groups for Z Company.
The population of target market positioning should be expanded to the higher
educational people and professional people. At the same time, the efforts of product
features development need to strengthen up, according to the enlarged target
population needs. E - MBA cloud should combine the functional development of the
personal mobile instant messaging and enterprise instant messaging to one, in order to
meet the needs of higher educational people and professional people in day life, study
and work communication. Finally proposed suggestions for Z Company to develop thevii
marketing strategy and implement the marketing strategy. The sixth chapter is
conclusion. It is a key way for the success of Z Company to expand the target
population, strengthen the product function development, and the implementation of
the marketing strategy. This paper put forward some suggestions for Z Company in
target market positioning and the marketing strategy developing. These suggestions
also have the certain reference value for other instant messaging enterprises in
developing the marketing strategy.
Keywords: Instant messaging, Instant messaging cloud, Marketing strategyviii
摘 要
本文的目的在于探讨Z公司在创业初期如何制定市场竞争战略，在竞争激烈
的即时通讯市场环境中，如何定位目标市场，制定和执行市场营销战略，夺得移
动即时通讯的市场份额。文中采用文献研究法，案例对比分析法，对即时通讯软
件的目标市场定位和市场营销战略的相关文献进行搜集和整理，通过Z公司的背
景和市场竞争环境的对比分析，找出Z公司市场战略方面存在的问题，最后提出
制定Z公司市场营销战略的建议和实施市场营销战略和策略。本文分为六章：第
一章 导言，叙述了即时通讯云的研究背景，并引出本文研究方法和研究目的

第二章 对有关Z公司的市场营销战略的市场营销理论，市场营销战略理论，STP
理论和竞争理论进行文献回顾。第三章 阐述了Z公司的背景和组织结构，营销现
状和存在的问题。第四章 叙述中国即时通讯市场的发展状况和竞争态势，包括
即时通讯的概念和分类、中国即时通讯市场发展状况及竞争格局、并分析了Z公
司的竞争对手； 第五章叙述了Z公司的目标市场选择和市场营销战略，指出Z公
司的目标市场定位的人群仅限于MBA人群，这一人群范围过窄。应把目标市场定
位的人群扩大到受高等教育人群和职业人群。同时，产品功能开发的力度也要随
目标定位人群的扩大而增强，E-MBA云的功能开发应将个人移动即时通讯功能和
企业即时通讯功能合二为一，以满足受高等教育人群和职业人群的日常生活、学
习和工作方面的沟通需求。最后提出Z公司制定市场营销战略和执行市场营销战
略的策略的建议。第六章 结论，扩大目标定位人群，增强产品功能开发，实施
扩大了的市场营销战略，是Z公司成功的必经之路。 本文对于Z公司进行目标市
场选择和制定市场营销战略方面提出了一些建议。这些建议对其他即时通讯企业
在制定市场营销战略方面也有一定的借鉴意义

关键词：即时通讯，即时通讯云，市场营销战略ix
TABLE OF CONTENTS
ABSTRACT...vi
摘 要.......... viii
CHAPTER 1 INTRODUCTION.....1
1.1 Research Background1
1.2 Research Objectives...........5
1.3 Research Approach.5
1.4 Contribution to the Field........6
CHAPTER 2 LITERATURE REVIEW...8
2.1 The theory of marketing........ 8
2.2 The theory of marketing strategy.......9
2.2.1 The concept of marketing strategy.....9
2.2.2 The Characteristics of marketing strategy....10
2.2.3 The marketing strategy formulation. 11
2.3 STP theory....12
2.3.1 Market segmentation 12
2.3.2 The target market selection...17
2.3.3 Market positioning....19
2.4 The market competition theory........20
CFFHAPTER 3 THE PRESENT SITUATION AND ENVIRONMENT ANALYSIS OF INSTANT
MESSAGING MARKET.22
3.1 Z company background and basic organizational structure22
3.1.1 The basic background of Z Company.......... 22
3.1.2 Organizational structure of Z Company.......25
3.2 Z Company's current marketing situation and major issues27
3.2.1 Marketing status of Z Company.......27
3.2.2 Current major problems of Z Company..28
CHAPTER 4 the Instant Messaging Market Development and Competition Situation in
China.30
4.1 The basic concepts of instant messaging and market classification........... 30
4.1.1The basic concepts of instant messaging.......30
4.1.2 Classification of instant messaging..32
4.2 Development status and competitive landscape of Instant Messaging Market in China....35x
4.2.1 The development status of the instant messaging market in China.35
4.2.2 Competitive landscape Instant Messaging Market in China38
4.3 Analysis of major competitors of Z Company........46
4.3.1 Competitors of personal instant messaging..47
4.3.2 Competitors of Enterprise instant messaging...........51
CHAPTER 5 THE TARGET MARKET SELECTION AND THE MARKETING STRATEGY OF Z COMPANY
54
5.1 Market segmentation of Z Company..........54
5.1.1 Market segmentation54
5.1.2 Characteristics of market segments..56
5.2 Z Company's target market selection strategy.........59
5.3 Z Company’s marketing strategy.... 65
5.3.1 MBA groups based marketing strategy........66
5.3.2 Marketing strategy to take WeChat as a parasitic....69
5.3.3 Take the conference marketing strategy.......71
5.3.4 Take talent incentive strategy...........71
5.3.5 Business strategy...... 72
5.3.6 Technology development strategy....72
CHAPTER 6 CONCLUSIONS..74
6.1 The conclusion of the thesis74
6.2 The deficiency of the paper. 74
REFERENCES.........751
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