| Nanchang "Digital China” Software Company is dedicated application software,portal website development,computer information system integration of high-tech enterprises.In order to obtain sustainable competitive advantage and enhance the company’s core competitiveness,the current company needed from the perspective of strategy formulation and implementation a adapt to local educational software customer market demand and help to the company’s long-term sustainable development and expansion of the business plan,and so as to provide for scientific,correct and effective strategic guidance for the development of the company.This paper took Nanchang digital educational software company and education integrated information service platform products as the object of case study,based on the theory of corporate strategy and the results of previous studies on the extraction,the basic situation of the company’s development,product structure,governance structure and human resources planning,business model,product market situation are analyzed the status quo and problems,focusing on strategy and the differentiation strategy of two main business strategy and the company adopted are analyzed,and puts forward measures to optimize the company’s business strategy,and finally puts forward specific safeguard measures of the company’s business strategy.The conclusion of this thesis are: the performance existed in the strategic focus of the problem in the advantage of business has’ t become bigger and stronger,researchers and the use of funds dispersed,not in the high-end market customer demand as the three aspects of business focus,company strategy in the problems existing in the difference is mainly reflected in the degree of product differentiation,service differentiation is to be improved,marketing differentiation ability to strengthen the three aspects.Again,put forward the guiding ideology of business strategy optimization,which should be guided by the market,driven by requirements,to meet customer demand in the target market,depending on the variety,quality,cost,adhere to the overall optimization of technological innovation and system,people-oriented.Then,put forward specific measures to optimize the company’s strategy,the focus strategy,focus strategy should be taken for obvious business in Boston in the matrix,have limited resources to focus on the advantages of the upgrading of products,services and marketing strategies in resource focusing onbigger and stronger one to two star business,according to customer requirements design,development and promotion of quality products and strive to develop high-end customer market in the high-end market customer focus strategy;strategy for the company the difference was optimized to take and purchase products in the transverse mode of development and product differentiation strategy,combined with customer demand,the transverse and longitudinal development of high-grade,mid-range,effectively resist collocation of products;in service differentiation strategy,should be gradually established throughout Jiangxi province and the pre-sale customer service technical support group The team,focusing on the education departments,enterprises and institutions such as the different characteristics of customers and the software upgrade,management requirements,the introduction of differentiated services,the use of software to cultivate loyalty,in the marketing differentiation strategy in the implementation of the scientific development of differentiated marketing strategy,and training for the professional quality and level of service marketing the promotion personnel,to provide the required software products for different customer needs.Finally,from the emphasis on the introduction and training of talents,strengthen market network education software construction,good product customer demand survey,build to meet the strategic needs of the company’s corporate culture four aspects proposed management measures to ensure the smooth implementation of the strategy of the company. |
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