Marketing Strategy Research For EHR Product Of Ufida In Brazilian Market

In the field of enterprise management, the success or failure of a company mainlydepends on whether the full development and utilization of human resources andmaximize the staff’s initiative to create wealth. Since the industrial revolution, theenterprise human resources management has experienced the original personnel filemanagement, administrative legislation, enterprise groups have accused acting stage ofdevelopment, the traditional human resources management already cannot meet therequirement of the current enterprise human resources management, and electronichuman resources management eHR arises. Ufida after years of development, become thebiggest human resources management software supplier in China. And under thecondition of increasing competition in the domestic management software, Ufida inBrazil began its international marketing activities.In this paper, Ufida co., LTD as the research object, using the knowledge ofinternational marketing, the eHR of Ufida company products in the Brazilian marketmarketing activity has carried on the analysis and research of the system. This article firstexpounds the research background, research purpose and significance of this article, andhas carried on the literature review on the relevant theories of international marketing;Secondly, this paper introduces the development of the software industry situation, hascarried on the introduction of eHR products, and detailed the eHR products in this paper.Again, this article through to the Ufida eHR products in the Brazilian market macroenvironment, industry environment and internal environment analysis, based on theinternational marketing theory4p and4c theory knowledge, this paper expounds theUfida eHR products are adopted by the company in Brazil market, marketing mixstrategy; Finally, this paper find out the problems existing in the current marketing mixstrategy and deficiency, and then combining with the characteristics of eHR productsmarket and development trend, and the Ufida software co., LTD., its orientation, putforward the improvement mix strategy in Brazilian market.This paper targets on Ufida software co., LTD. to further expand the business, keepthe competitive advantage and provide the decision basis, but also give a reference forother domestic software enterprises to step into the world.