First, market analysis
1, industry background
The Internet is one of the greatest inventions in the 20th century, and has changed the way humans production, life and thinking. Since the 1990s, network users have grown geometric levels, and many companies are seeing huge business opportunities to carry out online business, and e-commerce. However, in the open network, the transaction is made, and the information security is gradually become the bottleneck of e-commerce development. For individuals, worry that the information and personal data are not safe, or encounter online "black shop"; for online operators The user's information authenticity must be the premise of online transactions, otherwise it is difficult to prevent fraud. In order to truly understand the user's views on e-commerce, the 21CN website has a network security survey, and the important analysis results are as follows:
Question 1: "Are you worried that someone uses your name to use your name?
Answer: "It has happened" 14.59%, "very worried" and "sometimes worried" account for 77.47%.
Question 2: "Are you worried that you have been modified by files or emails you sent or accepted online?"
Answer: "There is" 12.26%, "very worried" and "sometimes worried" account for 80.96%.
Question 3: "Are you worried about your true identity of the files you accept online and email?"
Answer: 14.13% of "It has been used", "very worried" and "sometimes worried" account for 79.34%.
From these questions and corresponding answers, network security issues are increasingly more and more user understanding and is becoming one of the important factors affecting people's network attitudes and network behavior. For companies engaged in online information security, there is an endless business opportunity.
2, market prospects
With the promotion of user safety awareness and demand, it will greatly promote the development of safety software, which can be said that network security will become a new industry that is generated by network economic development. From the China Electronic Information Industry Development Research Institute (CCID), the "2000-2001 China IT Market Situation" has been analyzed and predicted in 2001 China software market development trend. In 2000, my country's network security software market has maintained a good growth situation, with a total sales volume of 71 billion yuan, an increase of 56% over 1999, which is much higher than the growth rate of 30.7% of the overall software market (see Table 1)
As can be seen from the table, the sales of my country's security software in 1999 is 455 million yuan, an increase of 33.8% from 340 billion yuan in 1998. The market growth rate of my country's security software in the past two years is more than 30%, which is significantly higher than the growth rate of the entire software market. And from the market segmentation, due to the government's protection, information security software will be one of the three fields of domestic software vendors to occupy advantage (the other two is financial management software and Chinese information processing software). Experts predict that China's software market scale will reach RMB 30.3 billion, an increase of 31.7% from 2000. The network information security software market will have a large increase; software companies will become faster and faster, through various ways to integrate funds, technical advantages, and industrialization, and development paths.
Table A domestic network security software market sales growth
year
Network security software sales (100 million yuan)
Year growth rate (%)
1996
1.62
-
1997
2.5
54.3
1998
3.4
36.0
1999
4.55
33.85
2000
7.1
56.0
3, target market
According to the information we got:
(1) Regional distribution of network security software sales in 2000 is: North China, East China and South China, accounting for 79.4% of domestic market share, while China, Northeast, Northwest and Southwest District account for 20.6%. This is basically adapted to the information levels in each region. (2) The 2000 network security product industry market initiative is obtained from foreign manufacturers, and the domestic manufacturer's market share is only 35%, and foreign manufacturers' market share reached 65%. However, from the market development trend, it is expected that domestic security product manufacturers are expected to be in autumn color in the industry market in 2001. This is a good time for the entry of the company. According to this information, we will position the initial target market in China. With the development of the company, the target market continues to expand, and finally seizes the absolute advantageous market share.
In order to further understand the latest conditions and problems encountered in my country's e-commerce development, we have organized this market survey to develop and produce corresponding products to meet the needs of the market. This survey takes 48 companies from all walks of life as the sample, and the opportunities and challenges of my country's enterprises have brought about the opportunities and challenges of information economic development, and companies engage in e-commerce and the information security required by the bottleneck, enterprise online exchange. Detailed investigations and in-depth interviews have been conducted by hardware and software support. Sample companies use a random way, in the selected enterprise, there are 58.33% of the business scope of the country, with 20.83% of the business development to overseas, with 12.25% of business management limitations in Hubei Province and Zhongnan. Therefore, this survey basically reflects the situation of my country's enterprises in network construction and e-commerce.
★ Enterprise network construction and network communication status: Among our investigations, 65.2% of companies have established their own websites, and 30% of companies express them or is preparing to establish. This shows that most companies have realized the meaning of building their own websites to promote corporate development and company business. At the same time, 50% of the investigated enterprises expressed their e-commerce using the enterprise website, which laid the foundation for the market development of the company.
★ E-commerce and network security: For information security issues that are worried about business online transactions, up to 73.9% of companies express "very worrying" or "more worrying", only 8.7% of companies are not only their own information security. It can be seen that there is really a big security hazard in China's network platform. Moreover, most companies also realize problems with network information security, so companies have potential and reality needs. From this survey, we can further confirm the target market, which is a very worried business that is very worried about enterprise information security issues in the Chinese area.
★ Enterprise network information security and product demand: When enterprises have exchanged online electronic data exchange or transactions, the most urgent needed problems, from the feedback from the company, the company is currently exchanged, information transmission, confidentiality requirements and demand Strong, 73.9% of enterprises expressed their intention to use a comprehensive technology to solve the unsafe factors that occur during information exchange. This is completely compliant with the overall performance of the company's products.
From the above analysis, we can predict that companies have larger in the first year of entrepreneurship, have a larger grasp the target market that seizes the company's positioning. In the first year, we can obtain sales revenue of 21.74 million yuan. With the expansion of the target market, sales revenue can be straight Increase.
4, competitor
According to the information we have mastered, the same products in China and our project are still not yet, only some companies have developed and developed some alternative products. Currently engaged in information confidentiality and identity certification business has Shenzhen Huaisida Co., Ltd. and Xin'an Century Technology Co., Ltd. in Beijing.
From the information from the competitors, Shenzhen Hua Contented is the development, development and sales of hardware equipment, and the techniques used in the products are prioritized private. The maximum shortcoming of privateness is that the password is fixed and cumbersome, and the information security of frequent transactions cannot meet frequent transactions; the hardware cannot meet the needs of today's world computer data processing and storage rapid development. And Xin'an Century Information Technology Co., Ltd. mainly provides online banking information security comprehensive solutions. The company's PKI safety information products are mainly transmitted, information channels and information accepted security, similar to the "letter of credit" in business matters, with great independence, and therefore has the greatest versatility. The company's products use software form to upgrade at any time. In short, according to the current development of the industry and our feedback from the market research, the technical content of the company is capable of meeting the technical content of the company to maximize the needs of customers. Second, the market strategy
1, build a brand
The brand is an important part of the overall concept of the product. A good brand can improve the product's price, which helps new products are accepted by consumers as soon as possible. Therefore, brand building should serve the company's market development strategy. Brand propaganda must be propagated as a carrier. The overall idea is as follows:
★ Volkswagen media promotion network information security through network, newspapers, journals, and television, wake up and enhance information security awareness of network users.
★ The second phase, publicizes information about network key, information encryption, network identity authentication, and marketing network users.
★ Promote the technical advantages of the company in PKI safety information products, product advantages and quality services will satisfy the real demand for the current majority of network users, and as they continue to maintain the advanced nature and product of the technology. reliability.
2, competition strategy
★ Product competition
For us, because of the start-up business, there is not much time and effort to engage in multi-product research and development, but prefer to focus all the strength and resources in the research and development of the PKI series, to maintain technology And the advancement of the product. When the company has developed to a certain scale, we will basically adhere to this principle, and in order to disperse risk, we will also consider other technologies and products. On the other hand, in view of the company's products and brands have been recognized by users, it is also easy to enter new technology and product markets.
★ Technical competition
From the perspective of domestic development, the mainstream technology of network information is mainly anti-viruses, firewalls, information encryption, intrusion detection, safety certification, etc. Due to the late start, there is still a certain gap between the level of development in certain technologies. In this regard, on the one hand, we will introduce and catch international advanced technology and products through specialization. On the other hand, we plan to establish strategic partnerships with famous enterprises in foreign information industries, and carry out technology, products and markets. Cooperation between the fields, strengthen the company's technical leadership and product competitive status.
★ Price competition
According to the information obtained by our survey, we will determine the competitive market positioning and price positioning. The following table is the cost of the company we investigated as a comprehensive technology.
Acceptable price range
Lower than 1000 1000-3000 3001-10000 more than 10,000
proportion(%)
4.8 19 33.3 42.9
It can be seen from the above table that the most large number of companies is more than 10,000 yuan, in the initial business. We will set the price at 11,800 yuan. After new product development or product improvement, we will lower the price of a generation of products, and the second-generation product price remains the original price.
★ Channel competition
At present, channel construction has become an important means of expanding the market in network security. Therefore, we will also establish a perfect channel to ensure that the vast number of online users can purchase our products in time and convenient and safely. In the early days, the target customer group is mainly the company, there are three channels, namely system integrators, chain software stores, and information security centers established around the world. In summary, we will maximize individual demand for different users from different perspectives, different ways, and different channels. ★ Service competition
At present, the philosophy of "software is the service" is getting deeform in the heart, which is particularly prominent in network security products. Information security services are no longer limited to after-sales service. In this regard, we will provide services from pre-consultation, safety risk assessment, safety projects to safety training, after-sales technical support, product update, product update.
We will open our own website to provide users with the real-time safety product status monitoring, analysis, and security experts to provide users with the ideal security defense system. The website also provides the latest news, technology and products on information security to help companies should pay more frequent security issues.
3, market development
(1) Hardware facilities
★ Establish a laboratory that enterprises specialize in information security and providing technical support for company products;
★ Establish a company's website, propaganda, promotion and consulting information about information security; provide free download and trial of software products; provide free upgrade and maintenance of user software;
★ Establish offices or agents, promotion and sales company products in developed cities such as Shenzhen, Shanghai and Beijing and other places.
(2) Advertising publicity
★ In the national famous website promotion company products: and website jointly organize online information security knowledge; provide free download, use, help users understand, appreciate and apply this software.
★ Promote information security and company products in publications such as electronic publications such as "China Computer News", "Computer World".
★ Cooperate with domestic computer manufacturers to enter the subsidiary package of computer production enterprises to achieve joint sales.
★ and the domestic well-known short message and entertainment website such as Tencent and Lianzhong games have established cooperative relationships, using huge registered users and extremely high popularity to enhance the company's image and product visibility.
