Research On Marketing Strategy For Collaborative Manufacturing Software Of HTS Company

Over the past 40 years of reform and opening up,China has got remarkable achievements in manufacturing,service industry and also other industries;however,along with the rapid economic growth,a series of problems,such as reduced labor efficiency,high cost,difficulty in improving product quality,difficulty in solving the bottleneck of production capacity etc have emerged,which lays hidden trouble for enterprises to improve the core competitiveness and to achieve long-term healthy and sustainable development,and it’s badly in need of carrying out industry upgrading and economic restructuring;manufacturing industry urgently needs to make use of information technology for technological innovation and business model innovation to realize the in-depth application of "integration of informatization and industrialization".In the process of manufacturing transformation and upgrading,digital transformation driven by informatization plays a very important role;the large-scale application of new technologies such as big data,cloud computing,AI,blockchain,5G etc.,boosts China’s information industry to a new stage of development;it also provides a huge market opportunity for commercial software service providers,such as HTS company etc.;since 2013,the marketing performance of HTS collaborative manufacturing software in the manufacturing industry,especially in the equipment manufacturing market segment,has been growing rapidly.China’s domestic commercial software companies are developing rapidly,but there are also a series of risks and problems,such as intensifying competition,rapid technological innovation,high input cost,rapid change of business model and so on,and they are facing great opportunities and challenges.As an excellent service provider of industrial software in China,HTS company also meets the challenge of the above problems;as the core software platform of HTS company,collaborative manufacturing software is difficult to solve the above problems and risks through the current marketing strategy,which has seriously restricted the company’s further development and it needs to be redesigned,optimized.In this paper,4Ps,STP,SWOT and other theoretical methods are adopted to make a comprehensive analysis of the marketing status and problems of collaborative manufacturing software of HTS company,and offer the optimization design scheme of marketing strategy.Specifically,it adopts PEST model to deeply analyze and evaluate the macro environment,and analyze the internal environment and competitive environment systematically;then,according to the SWOT theory,it systematically analyzes and study the advantages,disadvantages and opportunities that HTS software faces.In the chapter,of important marketing strategy design,based on STP strategy and 4Ps theory,according to the demand characteristics of manufacturing industry for collaborative manufacturing software,firstly,to make systematical evaluation,subdivision,targeting and positioning on target market,and then to make optimized adjustment and design on marketing combination of product,price,channel and promotion,clarifying adjustment strategy.Finally,for optimization scheme,this paper provides the corresponding organizational resources,management system and corporate culture etc guarantee design to ensure the effective implementation of the marketing combination strategy.