Research On Marketing Strategies Of ZH's Laboratory Security Supervision Software

With the rapid development of higher education in China,the frequent teaching and research make the laboratory security management in universities become particularly important.At the same time,the State Council and the Ministry of Education explicitly proposed in 2019 that universities must establish an information system for laboratory security management,which greatly promotes the development of this software and also leads to the increasing number of software manufacturers entering this field.In this context,ZH,as a newcomer in this filed,has not yet owned a stable market share.Faced with the disadvantage of enterprise size and the risk of products being imitated,ZH needs to formulate product marketing strategy as soon as possible,aimed at improving its marketing ability,and push product fully into the market.This dissertation takes the laboratory security supervision software of ZH as the research object,combining the Organization Marketing,4P and the characteristics of software products.Through the analysis of ZH internal and external marketing environment,adopts the method of in-depth interview for the CEO and sales director of ZH,and the leader and teachers of universities' laboratory security department.Conduct the analysis of the present situation and the existing problems about the company's product portfolio,price system,channel construction,the promotion strategy.Based on the analysis,it discovers some problems,such as the single product line,the price system was not flexible,the market coverage of direct selling model was relatively limited,and the product differentiation advantage were not refined.Then puts forward measures of adjustment and its implementing guaranteeThe results show that ZH need to improve the product line to form portfolio,flexibly adjust the price system according to the product version,adopt the integration of direct selling and distribution,and refine the highlights of differentiation.Relevant research conclusions enriched ZH's product marketing management experience,and will also provide reference for other software enterprises in similar product marketing strategies.