The Study On The Research & Development And The Marketing Mix Of TRS E-government System

With IT industry's booming worldwide and the globalization of economic going forward, Chinese software enterprises have encountered big challenges of international competition directly since China joined WTO and carry out opening policy more intensively. Comparing with developed countries in Europe and America, the competitions that Chinese software enterprises faced will no longer just on one's own core-technology, but an integrated capacity including R&D process, marketing strategies, services and support, brand and reputation and other factors. Under this background, it is necessary to study on the R&D and Marketing Mix of an enterprise in order to catch better development opportunities and make more progress in the future.As one of rapid increasing segmenting market in software industry, the growing up of e-government system is now in big demanding and will bring new develop opportunities for Chinese IT industry, especially for software enterprises. Based on my working experience in Beijing TRS Information Technology Limited and the particularities and complexity of E-government requirement and purchasing process are studied by using modern marketing theories and methods systematically in the beginning. And the actual status and characteristic of the E-government software market in China was analyzed scientifically through comparing approach of products competing dominance and market share, increscent sales ratio. Then competition status of TRS E-government System wasevaluated by Porter Five Forces Model and a conclusion is that TRS lacks of competitions power.Secondly, combining theory with positive study method, this thesis analyzes different stages of the R&D process and the 4Ps'of the Marketing Mix of TRS E-government System deeply. The reasons for the lower competitiveness and causes is found out regarding R&D, products, pricing, channel and promotion, etc. Management of TRS mainly focuses on technology and lack of studies on customer needs, as well as unawareness of modern marketing which result in separating R&D from marketing, so the technology advantages of TRS could not turn into marketing advantages efficiently..At last, this thesis offers pertinently suggestions to strengthen the market competitiveness and improve the capability of R&D and Marketing Mix of TRS E-government System according to modern marketing theories: It is very important for TRS to build up a customer-oriented system combining R&D with marketing strategies..The result of this research has been adopted by TRS to overcome marketing barriers in TRS Information Technology Ltd., and also meaningful for Chinese small software enterprises to develop a feasible way to face both peculiar opportunity and big challenge in their developing process.