Study On The Marketing Strategy Of Beijing Yonyou Audit Software Company

With widely used in the development of economic construction and computertechnology, audit have grown from tradition to modern, audit informationtechnology has developed rapidly. In2002, the audit information systemconstruction project, referred Golden Audit, has opened the door of auditinformationization development. In2014,"the State Council on Strengthening auditopinion" clearly pointed out the need to accelerate the audit information to buildnational audit data systems to improve use of information technology, innovativeelectronic audit techniques. This builds a good market environment for thedevelopment and promotion of audit software. Under such a background, manysoftware vendors have joined the audit software industry, which makes theincreasingly fierce competition in the industry. This paper takes Beijing YonyouAudit Software Company (hereinafter referred to as Yonyou Audit SoftwareCompany) as the research object, through the study of Yonyou Audit SoftwareCompany’s marketing strategy, we will find out the problems in marketing, analyzethe underlying causes of their produce, find new marketing model to adapt tochanges in the market environment, provide recommendations and strategies forYonyou Audit Software Company’s rapid and steady development.With the development of the yonyou audit software firms, after nearly a decade,software product matures, and achieved a certain market share. It also encounteredsome difficulties in the marketing at the same time. Firstly, too much productversion which consume limited resources; Secondly, Higher prices for the low end user; Thirdly, inadequate for channel resource utilization; Fourthly, the market facesnationwide coverage, lack of focus; And last, lack of professional personnel, greatermobility. For the above difficulties in marketing, this paper, from the key elementsof marketing, product, price, channel and promotion four aspects to analyze the deepreasons of the problem。Faced flourished audit information technology market, how to seize this historicopportunity to capture the market, increase market share, We need audit softwarecompanies develop scientific marketing strategies, This paper used PEST analysis ofmacroeconomic environment based on political, economic, social and technicalenvironment of yonyou audit software companies, and have done analysis ofmicro-environment from enterprises themselves, suppliers, competitors and othercustomers. It comprehensively analyzed the various factors affecting yonyou auditsoftware company development. This paper segmented audit software marketaccording to the audit body type, geographic region and unit scale. In this article,target market will be locked with growth, persistent and influential large andmedium-sized customers. It developed marketing mix strategies from the productpositioning, service orientation, image positioning and competitive strategy.Through analyzing，we determine to use differentiated product portfolio strategy,flat rate pricing strategy officer uniform pricing, combining of direct marketing anddistribution channel strategy and the personnel promotion the as promotionalstrategy. In order to guarantee the implementation of marketing strategies weredeveloped, we will perfect human resources, improve the marketing organizationand strengthen the marketing process management, enhance service theory,strengthen the performance appraisal so as to implement marketing strategiessafeguards.