The Educational Software Marketing Strategy Research For A Company

Because of the limitation of scale, financial capacity and knowledge, small and medium-sized software companies in China usually focus on the technology but neglect marketing. A few of them focus on the marketing to study and formulate their own marketing strategies. It brings ambiguity marketing target position, also the marketing activities are aimless and out of order. Therefore, assist these enterprises in realizing the importance of marketing strategy, master the scientific methods to formulate marketing strategies is of great significance.As a small private enterprise, the main business of A Company is education software development. In the urgent situation of increasingly fierce market competition and the decline of profit margins, the business structure of A Company leads to a drop of company competitive ability. The future trend of development seems ambiguous. All these become a restraint of company development. This article through to the A Company's present situation and the environment analysis, take the enterprise marketing management theory as a foundation, carries on the synthesis research to the A Company, and locates the macroscopic environment to the enterprise to carry on the elaboration from the politics, the economy, the culture, the technical four aspects, utilizes Michael baud's five strength model to locate the profession exterior competition pressure to the enterprise to carry on the analysis, simultaneously carries on the objective evaluation to the enterprise from the market, the technology, the human resource and so on internal resources aspect, then utilized the SWOT method to analysis the superiority and the inferiority, the existence opportunity and the threat which the enterprise has to carry on the concrete analysis, proposed that this company should adopt the variation competition strategy, so in this foundation we can further proposed the concrete marketing tactic which should adopt to the company in the product, the price, the promotion and the channel aspect.The result of the study is of great importance and directing significance to the marketing management of A Company, and has a certain reference value to the research of business marketing strategy.