Research On PT Software Co., Ltd’s Service Marketing Strategy

Domestic manufacturing is in the key period of industrial structure adjustment fornow. It is needed to be liberated from extensive working pattern in the low-end ofinternational supply-chain. And it is also needed be promoted the whole manufacturingto the high-end of industrial chain, by reinforcing some key links such as capabilitiesof research, design and supply-chain management. These adjustments inevitably drivesup the demands for software and service for product innovation digitization. Inaddition, the focus on manufacturing has been changed from demand for separateCAD/CAE/CAPP/CAM/PDM product to the service. For example, a systemic plan forenterprise information system by professional service team is needed to integrateproduct data and system into a unified platform; there are a lot of demands for designproject outsourcing of many small and medium manufacture enterprises, etc. With growthof domestic product innovation digitization software and service companies, themonopolistic market pattern by foreign companies has changed and the competition ismuch more fierce. PT Software Co. Ltd., a professional channel company working onproduct innovation digitization software and related fields, confronted with changesof demands and competitions from market, has to transform itself from a softwareprovider disciplined by others to a solution provider who can provide differentsolutions.The thesis firstly is outlined the existing problems by introducing the products,services and marketing strategies and existing problmes of PT. And then the thesisis taken a SWOT analysis on PT’s marketing service, consisting of interior resource,market requirement, exterior environment and competitor, in order to determine theoptimal strategies by recognizing how to catch hold of strength and opportunity andget away from weakness and threat. Thirdly, according to the STP market positioningtheory, it is subdivided the PT’s market to clarify the target market of PT andcompetitively position the PT’s service and marketing strategy. Finally using the7P service marketing combination theory in the target market, the thesis formulates specific service marketing strategy in the aspects of service product, service staffand service process to make sure the strategy and position can be fulfilled intoconcrete operating activities of enterprise.The new service marketing strategy of PT focuses on the following contents: Firstly,a transform from product provider to service provider of solution. Secondly,adjustment of present products to ensure the development of the high-end manufacturingmarket. Thirdly, solution promotion of3D CAD/CAE, CAPP/CAM and PDM/PLM to the targetmarket and sustainment competition superiority in2D CAD/CAE. Therefore, the servicemarketing position of PT is to provide the most appropriate CAD/CAE/CAPP/CAM/PDM/PLMsolution to manufacturing customers oriented by their demands, relying on successfulexperience and resources superiority during the decade as a professional domesticchannel company which specializes in product innovation digitization software in NorthChina. And it is expected to be the most professional domestic solution and serviceprovider in high-end of this field in five years.The details of PT’s service marketing strategy are consisted of products, servicepersonal, tangible show, service process, service price and strategy popularization.Based on demands of customers, the thesis is set up a complete systematic service flowto ensure the service quality and make the maximum customer satisfaction and loyalty.In the aspect of programming of service organization, PT adopts procedure organizationwith more applicable service marketing strategy instead of traditional functionalizedorganization. In the aspect of service marketing management, PT reinforces managementby objectives and internal marketing to encourage employees’ continuous exertion tothe target. In addition, for the purpose of improving the standard of management, it’san important factor to establish a reasonably comprehensive information system.