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Research On The New Product Marketing Strategy Of AM Company’s Collaborative Project Management Software

Posted on:2012-10-26Degree:MasterType:Thesis
Country:ChinaCandidate:Q RuanFull Text:PDF
GTID:2309330482474776Subject:Business administration
Abstract/Summary:PDF Full Text Request
In recent years, engineering construction industry has developed rapidly. Since the influenced of its interior information, project management software became the focus, and west project management software enterprises are confronting the rare chance. Science marketing theory is not only can develop area advantage, but also enhance their core competitiveness for an enterprise on the cruelty competition. This is about AM Company is a classical case about collaboration project management marketing tactic.This paper can include four parts. At first, the paper introduce the research background, product differentiation theory, product combine theory, new product, psychology fixed price, and relation marketing knowledge. Second, it give the survey of AM Company that include background, history, product, organization structure, transaction transformation phase market segmentation, target market choice, marketing strategy adjust, R&D and marketing team etc. What is more, it describes research and marketing in new product process. Third, discuss about opportunity and threaten in collaboration management software industry. On the basis of 4Ps Marketing Theory (Product, Price, Place, Promotion and Strategy), the paper told its outcome. Finally, author analyzes the organization structure adjustment issue between organization and stuff ensure.Conclusions:Since mistake made in marketing tactic, although found market opportunity, new product by AM can not play a good role in prevalence of cooperation project management. The effective marketing tactics have important significance for other IT manufacturing company.
Keywords/Search Tags:New product marketing, Collaboration project management software, Product positioning
PDF Full Text Request
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