Research On Marketing Strategy Of Zhiyuan Software Product

In nearly a decade, the rapid development of Chinese enterprise information construction, focusing on the collaborative management of organization behavior management software market also gained rapid development. According to ccid consulting data statistics, since 2012, China’s collaborative management software market more than 35% a year compound growth rate of rapid growth, to the overall size of the market in 2016 is expected to reach 8.94 billion yuan.High speed development of collaborative management software market, driving a lot of software companies to enter this field, size of the whole industry has more than 300 software vendors in collaborative software development sales. Industry’s low barriers make the whole industry competition heats up, the industry average profit margin is declining. Zhiyuan, software company focused on collaborative management software for more than ten years, as the industry’s leading enterprises, in the process of company in the past, have achieved good development and growth, is now faced with the lack of industry specialization products, lacking the ability to channel partners and declining operating margins and single sales promotions. In China’s economy to accelerate the transformation and upgrading, and mobile Internet technology rapid development background and under the new situation, how to continue to build the enterprise core competitive ability and keep the collaborative software industry leading position, has become zhiyuan, software company is in urgent need to solve the problem, at present also is an urgent need to develop scientific marketing mix strategy for the enterprise.Based on PEST analysis, SWOT analysis and STP analysis and other related marketing theory, the first to reach the software company’s product marketing present situation and the existing problems in the comb, to reach software company macro political, economic, social and technical environment are analyzed, and also analyzes the enterprise microscopic environment. Through the SWOT analysis, set the marketing strategy, and then collaborative software market segmentation by region, scale and industry, suggest zhiyuan, software company using selective professional market strategy, key management in east China, north China and south China area of large and medium-sized customers, market positioning and clear industry leader. Finally, on the basis of in-depth analysis, based on 4 p marketing theory and market positioning, the company’s products to reach the software company made the products of industry specialization strategy, according to the customer needs the price of pricing strategy, marketing and distribution channel strategy and diversification of the layered management promotion strategy, and made a number of measures, to ensure reach software company’s marketing mix strategy implementation.Based on the research of the nature software company product marketing strategy, as well as products for reach software company provides a complete marketing solution, but also for the healthy development of collaborative management software industry and the marketing strategy of small and medium-sized collaborative software vendors to develop science provide the strategy of good reference value, play a realistic guidance.