Car Navigation Software Companies Marketing Strategy Research

In our country, the demand of navigating system at car was appear with the spreading of family utilizations of car industry and the improvements of income level of resident. Since the year of 2000, with the products of the palmtop computer upgrade and drop with the price constantly, navigating products on the market begins to enter fast developing stage. On the present navigation software market, the company with software product of the independent copyright is fewer than 10, so markets are still in elementary competition stage, it is estimated that lots of enterprises will come into this market. As a staff of LEADSTAR company, by gather and analysis a grate deal of materials, the author find that there are lots unsolved problems on the market of navigate software, such as the too high price, the simply of product mix and the too low grade of after-sale service. The existence of these questions has restricted the sound development of the trade of navigating. The author passes and studies the relevant marketing theory carefully, by combining the theory with practical experience, the author result that navigate software product should take following suggestions: Navigate software should adopt tactics that permeate the market at a low price;Navigate software should widen the product mix and deep the product line to meet the different consumers demands;Regard improving customer's satisfaction as the core, companies should set up practical and effective online service system. Rely on the platform of Internet, offer high-efficient, convenient serving online to the end user. The enterprise should also reduce the cost of serving, and turns the service centre into the profit center through serving;Set up brand to navigate software foundation for the long time advantage. The author hope this paper will help the navigate software enterprises to carry on further revision and change to their existing marketing tactics and raising the competitiveness.