数据中心建设已成为驱动不同行业企业数字化转型和信息服务升级的关键因素。目前，随着各类技术的不断涌现，数据中心建设竞争日益激烈，且呈现出智能化趋势。本文以中国机房设施工程有限公司为研究对象，根据营销定位理论对其市场营销策略进行优化，拓展目标客户，提升企业的市场份额和营销效果。本文从宏观环境、行业竞争和SWOT分析三个方面对中国机房的市场环境进行了详细分析。结果表明，公司主要面向制药、半导体和数据中心行业，营销定位为“省心、放心”的利益定位、“幸福感”的价值定位，以及“一流的一站式服务”的属性定位。研究发现，中国机房设施工程有限公司需要持续提升技术实力和服务能力，从产品服务、价格、渠道和传播等方面进行优化，以在竞争激烈的市场中保持竞争优势并建立长期合作关系。通过使用通用评估矩阵工具评估目标客户选择，发现中国机房在制药行业和数据中心行业具有较强的吸引力和竞争力。本文还对营销定位的实现进行了评价，认为公司目前的营销定位设计符合实际情况和市场需求，有助于建立市场竞争优势。然而，在产品和服务质量提升、与客户建立长期合作关系以及差异化竞争等方面存在差距。为了确保营销策略的有效实施，本文从目标客户选择、营销定位选择和营销定位实现策略三个方面，对营销4个要素进行了组合和优化，并针对制药、半导体和数据中心建设领域的客户需求提出了改进建议，包括产品/服务组合、价格/促销组合、渠道/分销组合、传播/沟通组合策略。研究结论显示，市场营销策略研究对机房企业了解市场需求和竞争环境、制定科学有效的营销策略具有重要意义。尽管市场环境变化不可控、资源和人力支持可能不足，企业仍需结合实际情况灵活应用策略成果，不断提升市场竞争力，实现可持续发展。未来的研究方向包括数据驱动的营销策略、网络营销与数字化转型、以及区域市场差异化策略，以适应不断变化的市场环境和需求。
The construction of data centers has become a key factor driving the digital transformation and information service upgrades across various industries. Currently, with the continuous emergence of various technologies, competition in data center construction is becoming increasingly intense and is trending towards intelligent solutions. This paper focuses on China Computer-Room Equipment Engineering Co. Ltd., optimizing its marketing strategy based on marketing positioning theory to expand target customers, increase market share, and improve marketing effectiveness.This study conducts a detailed analysis of the market environment of China Data Room from three perspectives: macro environment, industry competition, and SWOT analysis. The results show that the company mainly targets the pharmaceutical, semiconductor, and data center industries. Its marketing positioning includes the benefit positioning of "peace of mind," the value positioning of "happiness," and the attribute positioning of "first-class one-stop service." The research finds that China Data Room needs to continuously improve its technical strength and service capabilities, optimizing aspects such as product service, pricing, channels, and communication to maintain competitive advantage and establish long-term relationships with customers in a competitive market.Using a general evaluation matrix tool to assess target customer selection, it is found that China Data Room has strong attractiveness and competitiveness in the pharmaceutical and data center industries. The paper also evaluates the implementation of marketing positioning, finding that the current marketing positioning design aligns with the company‘s actual situation and market demand, aiding in establishing competitive advantage. However, there are gaps in product and service quality improvement, establishing long-term customer relationships, and differentiated competition.To ensure the effective implementation of marketing strategies, the paper combines and optimizes the four marketing elements from three aspects: target customer selection, marketing positioning choice, and marketing positioning implementation strategy. Improvement suggestions are made for the product/service combination, price/promotion combination, channel/distribution combination, and communication/engagement combination strategies to meet the needs of customers in the pharmaceutical, semiconductor, and data center construction fields.The research concludes that marketing strategy research is crucial for data room companies to understand market demand and the competitive environment, formulate scientifically effective marketing strategies, and enhance market competitiveness and profitability. Despite uncontrollable changes in the market environment and potential shortages of resources and manpower, companies need to flexibly apply strategy outcomes according to actual conditions, continuously improving market competitiveness and achieving sustainable development. Future research directions include data-driven marketing strategies, online marketing and digital transformation, and regional market differentiation strategies to adapt to the ever-changing market environment and demand.
