The Study Of Marketing Strategy Of Tianyu Software Corporation

With the development of information technology and deeply application of enterprise information system, The CAD industry has made a big progress in our country. Today with the development of information technology and network, our country's manufacturing has developed with high speed. The manufacturing will more and more depended on enterprise information system. The industry of CAD/CAPP/PDM has entered a new history period. In order to adapt for the changing marketing, many software corporation, which provide CAD/CAPP/PDM software, especially Tianyu software Co., Ltd, Tianyu must have been changed and adjust it's marketing strategy.Firstly, it has introduced the background material and product of Tianyu software Co., Ltd. It indicated a point of the paper and the thought of thesis. Secondly, According to the analysis of macro environment and competition environment of Tianyu software Co., Ltd, we could find out the opportunity and threat which the corporation is faced. According to the analysis of internal environment, we could find out the strength and weakness. We can use SWOT analysis to get the best strategy. Thirdly, according to analysis the customer, we could help Tianyu software Co., Ltd to set target segment, to choose suitable target and exactly position.At last, according to the target position and the developing direction and aim, we set a seriously strategy that including product, price, promotion, place, people, physical evidence and process. To help Tianyu corporation get opportunity and avoid threaten, exert strength and improve on weakness. The Tianyu software Co., Ltd could get the priority of the competitor.According to the analysis of CAD/CAPP/PDM software marketing and the study of marketing strategy of Tianyu software Co., Ltd, We hope this paper could give some direction for Tianyu corporation and some others corporation which the same product as Tianyu. We also hope it could give some value and practicality meaning.