Research On The Marketing Strategy Of "LW" Software Co.Ltd

Nowadays, owing to its' high science and technology, the software enterprises pay great attention to the products developing and the technology innovating, on the contrary, ignore the marketing. Because of this, there are few enterprises, especially, the middle or small scale enterprises, which establish the scientific marketing strategy for itself in the software industry, the case causes the facts that the marketing targets are not clear, and the enterprise's marketing campaign is of disorder and blindness in those enterprises. The root reason is that those enterprises have no sufficient knowledge of the importance of the marketing strategy and have no scientific way to develop the marketing strategy. Therefore, the research on the marketing strategy of the middle or small scale software enterprises is of great importance.This thesis focuses on the development of the marketing strategy, starting from the real condition of "LW" software enterprise and combining with the theory of marketing strategy. This thesis includes three parts.The first part includes the background, the marketing problem and the marketing target of "LW" software enterprise.In the second part, the author firstly identified the 12 key success factors of the software corporation by employing Delphi Method, then conducted detailed analysis about the external and internal condition of "LW" software corporation, on basis of this, analyzed the external opportunities and threats, the internal strengthsand weakness of "LW" software corporation, finally, clarified the developing opportunity and the critical problems that should be solved for "LW" software corporation.In the third part, the author gave the marketing segmenting of the Business Autobiz market by STP and Porter Five Forces Model, and then confirmed the target market and market positioning of "LW" software corporation. Then the author built up the common strategy of "LW" as Differentiation strategy and the marketing tactics including the 4P theory, the service tactic and the entire personnel marketing. The author gave an overview of marketing organization structure, marketing HR management, the marketing budget, and the evaluation and control of marketing achievement. Finally, the author introduced some experience during the course of the marketing strategy development of "LW" software corporation.The research on the marketing strategy of "LW" software enterprise promotes its development, and is also helpful for other software enterprises with the similar scale and ownership.