Marketing Strategy for Chinese BPO Companies

机译：中国BPO公司的营销策略

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BPO (Business Processes Outsourcing) has been an established business in the west since the the mid - 1990s, with some 30 years of history in the US. In recent years, owing to globalization and internet technology, BPO industry has reached new heights in popularity. According to the National Association of Software and Service Firms (NASSCOM 2002) , the American market remained the leader in IT services spending followed by Western Europe, Japan, Latin America and Asia Pacific. The global IT outsourcing market has grown from US $96 billion in 1998 to US $ 151 billion in 2000 (IDC, 2000). Some lower labor cost countries are becoming the destinations for BPO. Obviously, India is a winner in such field with revenues of US $3.9 billion and a 40% growth rate in 2004. Indian companies such as Wipro and Infosys have likewise become global players in the consulting and IT sector. In comparison, China is not yet a major player in services although it is already a destination for embedded software and for financial firm back - office business processes and application development, and a competitor in call centers for Japanese and Korean firms. The revenues from IT service in China is only US $ 1. 1 billion VS US $ 7. 7 billion for India and US $ 8. 3 billion for Ireland. So it is urgent for China to be one part of the global services revolution and to find a way to pose a big challenge to India! This paper focuses on marketing strategy that is required for achieving a high market share from the global BPO industry for Chinese companies. The paper begins with an illustration of BPO industry in the world. Secondly, it introduces the driving factors of BPO, such as rapid globalization, the desire to reduce costs, focus on core competence, etc. Thirdly, the paper makes a SWOT analysis of the BPO sector in China from a marketing point of view. Lastly, the paper attempts to give application of more than 4Ps of marketing mix to Chinese BPO enterprises.

机译：自20世纪90年代中期以来，BPO（业务流程外包）一直是西方的既定业务，在美国历史30年。近年来，由于全球化和互联网技术，BPO行业已达到普及的新高度。根据全国软件和服务公司协会（NASSCOM 2002），美国市场仍然是IT服务支出的领导者，其次是西欧，日本，拉丁美洲和亚太地区。全球IT外包市场从1998年的960亿美元增加到2000年的1510亿美元（IDC，2000）。一些较低的劳动力成本国家正在成为BPO的目的地。显然，印度是在此类领域的赢家，收入为39亿美元，2004年的增长率为40％。如Wipro和Infosys等印度公司同样成为咨询和IT部门的全球参与者。相比之下，中国尚未成为服务中的主要参与者，尽管它已经是嵌入式软件的目的地，以及金融公司的后台业务流程和应用程序开发，以及日本和韩国公司的呼叫中心的竞争对手。 IT服务在中国的收入仅为1亿美元，印度仅为70亿美元，爱尔兰为8亿美元。因此，中国是全球服务革命的一部分，并找到一种向印度提出大挑战的方法！本文重点介绍营销策略，以实现中国公司全球BPO行业的高市场份额。本文始于世界上BPO行业的插图。其次，它介绍了BPO的驱动因素，如快速全球化，降低成本的愿望，重点关注核心竞争力等，本文从营销的角度来看，中国的BPO部门对BPO部门进行了扫描分析。最后，本文试图向中国BPO企业提供超过4pps的营销组合。

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《International Euro-Asia Research Conference》|2006年||共12页
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Gan Weihua;
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中图分类 F605;
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BPO (business processes outsourcing); marketing mix; SWOT analysis;

机译：BPO（业务流程外包）;营销组合;SWOT分析;

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Marketing Strategy for Chinese BPO Companies

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