The Research On The Marketing Strategy And Policies Of Hunan Copote Science&Technology Co., Ltd

At present, software enterprises have a phenomenon of valuing technology andbelittling marketing in their business operation for the reason that their products havehigh technological content, especially small and medium-sized software enterprisesseldom pay attention to studying and formulating marketing strategy to meet the needof self development owing to the limitation of enterprise scale, financial capacity andmanagement idea, therefore, such enterprises have indeterminate marketing objectiveand their marketing activities are blind and unordered. The root cause is that theyhave not paid enough attention to the importance of marketing strategy and have notmastered scientific method on formulating marketing strategy, thus it is significant forsmall and medium-sized software enterprises to study the marketing strategy.In the enterprise practice of formulating the software marketing strategy forHunan Copote Science&Technology Co., Ltd (hereafter called “Copote Company”for short), by applying such theories as strategy management, marketing strategictheory, market competition strategic theory and management economics, utilizingsuch marketing strategy management tools as PEST, SWOT, BCG Matrix, STPStrategy,ARS Strategy, KSF and4P, combining the external environment and internalresources of Copote Company, studying the development status of the softwaremarket of the postal sector, the current situation and future goal of the postal sectorand the national software industrial policy, and through market subdivision andSWOT analysis of the software market of the postal sector, we have found key successfactors for the sector and development development strategy and probed the sectordevelopment tendency to give full play to the enterprise advantage and opportunity,change the internal weakness and evade the external threat. When formulating themarketing strategic plan, we tried our best to find the dynamic balance point betweenmarketing strategic objective, internal environment and external environment todetermine the company’s business prospect, mission and objective, strategicpositioning, business model and stategic selection, put forward solution methods fromsuch marketing mix tactics as target client base, product, brand, region, channel,promotion and service policy, help the company to grasp the competition environment,improve the competitive capacity and adopt effective marketing strategy and tacticsand carry out relevant internal reform to ensure the implementation of related tactics. The study on this topic has further promoted the development of CopoteCompany. This thesis is instructive in marketing strategy for software enterprises,especially for small and medium-sized software enterprises with similar businessscale and nature.