Research On Marketing Strategy Of New Product Of Shandong ZC Cooperative Project Management Software

In recent years,with the development of the construction industry,the impact of information technology is also growing,on the industry's project management software has also been rapid development,collaborative project management software enterprises have also received unprecedented opportunities for development,market demand Growth,many software companies are also actively involved.In order to occupy an invincible position in the fierce market competition,can not be separated from efficient and scientific marketing strategy.In this paper,ZC company collaborative project management software marketing of new products as a case,its marketing strategy was discussed.Based on the theory of product differentiation,product combination theory,new product development theory,competitive pricing theory and marketing theory,this paper expounds the background,company product and organization structure of Shandong ZC Company,Project market segmentation,target market selection,market positioning,R & D and marketing team,marketing strategy adjustment were discussed from the external and internal level analysis of the advantages and disadvantages of enterprises,and the use of 4Ps marketing strategy tools,from the product,the price,Channels,promotion of four aspects of the marketing strategy to improve and use the organizational structure to protect the marketing effect,to enhance the ZC company's market competitiveness.Facing the growing demand for collaborative project management market,ZC companies seize the opportunity to improve the marketing strategy of new products,targeted to carry out the marketing of new products,which ZC companies to deal with the fierce market competition has important practical significance,Which for the same industry in other similar enterprises also have some reference.