摘要
摘要
中国经济一直保持着高速增长，得益于技术革命潮流引领下全球产业机构革
新以及全球分工的纵向调整，我国服务贸易行业全面迸发可谓必然之举。值得一
提的是，信息通信技术（ Information and Communication Technology，后文简称
ICT）高速发展进一步为此进程提供重要助力。
本文以软件与信息技术服务企业 M公司在新加坡设立分支机构为研究对象，
对其在新加坡 ICT市场的营销策略进行深入研究，从 M公司在新加坡市场发展
的业务现状入手，结合 STP理论和 7P's营销组合策略，明确 M公司的细分市场、
目标客户和市场定位，了解公司内部所具备的资源。利用 PEST分析方法对 M公
司当前所面临的政治方面的、经济方面的、社会方面的和技术方面的环境一一进
行了分析，利用 SWOT分析法找准 M公司自身的优势和面临的机遇，并结合
问卷调查分析，指出 M公司在新加坡的 ICT业务服务营销存在的问题及原因。
针对 M公司在新加坡的 ICT业务服务营销存在的问题与原因，在 7P's营销
组合策略的基础上提出优化建议：在产品策略优化方面建议聚焦一云一平台两类
解决方案。在渠道策略优化方面提出建立本地营销团队和精选第三方合作公司，
与当地运营商深度捆绑。在价格策略优化方面坚持标准化及低价策略，突出竞争
优势。在促销策略优化方面要利用政府补贴政策实施规模营销，建议采取诸如微
型推介会开展产品体验式营销，利用 Facebook，TikTtok等新媒体加强宣传与客
户的互动，提升客户对产品和品牌的知晓度。在人员策略优化方面要重视人员配
置的合理性，健全人岗分配制度，严格按照制度进行人员岗位分配。在有形展示
策略优化方面要有针对性的对所独有的服务设施、服务环境、服务优势进行有形
展示，有意识的拓展更多的服务有形展示渠道。在服务过程策略优化方面，要树
立“以客户为中心”的服务理念，注意多与客户沟通交流以了解客户需求，向客户
做出的承诺要及时兑现。同时从组织、人员、制度、风险四个方面提出保障措施。
该研究将会对 M公司在新加坡 ICT市场的营销发展有一定的帮助，也为其
他中国企业特别是同类企业在海外的市场营销策略提供参考和借鉴。
关键词：ICT市场；SWOT分析；7P's营销；营销策略
I
Abstract
Abstract
China's economy has been growing at a high speed. Thanks to the innovation of
global industrial institutions and the vertical adjustment of global division of labor led
by the trend of technological revolution, China's service trade industry is bound to
explode in an all-round way. It is worth mentioning that the rapid development of
Information and Communication Technology (hereinafter referred to as ICT) further
provides important support for this process.
This paper takes M Company, a software and information technology service
enterprise, as the research object, to set up a branch in Singapore. It conducts an
in-depth study of its marketing strategy in the ICT market in Singapore. Starting from
the current business situation of M Company in the Singapore market, combined with
STP theory and 7P's marketing mix strategy, it clarifies the market segment, target
customers and market positioning of M Company, and understands the internal
resources of the company. This paper analyzes the political, economic, social and
technical environments that M Company is facing one by one by using PEST analysis
method. It uses SWOT analysis method to identify M Company's own advantages and
opportunities, and points out the problems and causes of M Company's ICT business
service marketing in Singapore by combining questionnaire analysis.
Aiming at the problems and causes of M Company's ICT business service
marketing in Singapore, based on 7P's marketing mix strategy, this paper puts forward
optimizationsuggestions:intermsofproductstrategyoptimization,itis
recommended to focus on two types of solutions, one cloud and one platform. In
terms of channel strategy optimization, it is proposed to set up a local marketing team
and select third-party cooperation companies to deeply bind with local operators. In
terms of price strategy optimization, adhere to standardization and low price strategy
to highlight competitive advantages. In terms of promotion strategy optimization, we
should use the government subsidy policy to implement scale marketing. It is
suggested to adopt such new media as micro promotion tocarry out product
experiential marketing, and use Facebook, TikTtok and other new media to strengthen
II
Abstract
the interaction between publicityand customers, so as toimprove customers'
awareness of products and brands. In terms of personnel strategy optimization, we
should attach importance to the rationality of personnel allocation, improve the
personnel and post allocation system, and strictly follow the system for personnel and
post allocation. In terms of tangible display strategy optimization, it is necessary to
carry out targeted tangible display of unique service facilities, service environment
and service advantages, and consciously expand more tangible display channels of
services. In terms of service process strategy optimization, we should establish the
service concept of "customer-centric", pay attention to communication with customers
to understand their needs, and fulfill the commitments made to customers in a timely
manner. At the same time, security measures are proposed from four aspects:
organization, personnel, system and risk.
This research will be helpful to the marketing development of M Company in the
ICT market in Singapore, and also provide reference for other Chinese enterprises,
especially similar enterprises, in their overseas marketing strategies.
Key Words: ICT market; SWOT analysis; 7P's marketing; marketing strategy
III