Research On Marketing Strategy Of The Simulation And Test Software For Automotive Autonomous Driving Of Company Sim

With the acceleration of China’s industrialization process and the continuous upgrading of the industrial structure,information technology,intelligence,networking has gradually become one of the core drivers to promote the development of the national economy and promote the improvement of social production efficiency.As the core and foundation of the information industry,China’s software industry in recent years has generally maintained a high rate of development,the industry is running well,software business income to maintain high growth,accounting for an increasing proportion of China’s GDP,the profitability of software companies to steadily improve.And in the software category,industrial software belongs to the high-end software,product performance,operating speed,functional modules have higher requirements.According to the "China Industrial Software Industry White Paper",China’s industrial software growth rate continues to lead the global industrial software market,2025China’s industrial software market size is expected to exceed 400 billion yuan,a compound growth rate of 15.58%,the market development space is huge.As a core element to promote the high-quality development of intelligent manufacturing,industrial software has entered a critical period of rapid development.This paper takes Sim Intelligent Technology Co.,Ltd,a software supplier in the field of automotive intelligent driving simulation,as the research object for marketing strategy research.For Sim’s Sim series of automotive automatic driving simulation and testing software products,the current marketing situation of Sim is firstly elaborated,and the market segmentation problems of the company and the shortcomings of the existing marketing strategy are found;Then,we summarized the overall macro environment of Sims from political environment,economic environment,social environment and technical environment,and through the analysis of micro industry competition environment,we organized the company’s strengths,weaknesses,opportunities and threats,and designed a SWOT matrix suitable for Sims’ marketing strategy;finally,we improved and perfected Sims’ marketing strategy from four basic aspects: product strategy,price strategy,channel strategy and promotion strategy.Finally,the marketing strategy of Sims is improved and perfected in four basic aspects:product strategy,price strategy,channel strategy and promotion strategy,and corresponding implementation measures are proposed in the aspects of personnel,quality,technology and system.This study helps to optimize the shortcomings of Sims’ current marketing strategy,improve Sims’ marketing management level and industry competitiveness,and help it become a star enterprise of industrial software in the field of auto-driving simulation.It also has some practical significance and reference value for the improvement of the current marketing system of Chinese industrial software enterprises.