Research On Marketing Mix Strategy Of Intelligent Software Enterprises

In recent years,the scale of IT investment in China has been expanding,and the competition in the intelligent IT solution market has become more intense,with more market segments and more decentralized competition.Intelligent industry basic software industry provider enterprises have a certain market in other industries,but the business of intelligent IT services still has a large space for development.Because of the defects in the development of industry technology,the development of intelligent software is facing the development difficulties.In order to develop enterprise products,on the one hand,we need to improve enterprise product technology;on the other hand,we need to study and analyze the marketing strategy of intelligent software and put forward a feasible scheme.In this context,consumers in various industries are more focused on intelligent planning and IT investment.Intelligent software lies in the industry leading software architecture and underlying technology,and large software platforms;but the underlying software platform is away from the direct commercial value of users,and there is little experience in the use of software platforms.The proportion of smart IT investment continues to increase,and support for monetary policy and scientific and technological progress is improving.At the same time,it also brings the risk of fierce competition in the industry and little impact of hot technology.In order to establish and improve the orientation of enterprise marketing strategy,it is necessary to select and locate the target market.First of all,using 4PS theory,this paper analyzes the current market situation and existing problems in the market from three aspects: product,price,channel and promotion,and finds that the competition in the industry is still fierce.Secondly,the article uses PEST model to investigate and analyze the integrated environment of intelligent service software from four aspects of macro environment,and from four aspects of industrial environment,enterprise internal environment,customer psychology and industry competition.Thirdly,the article uses STP strategy to select,analyze the actual situation of the market base on the demand,region and purchasing power of information technology.Finally,the article makes a further regression analysis,and the research results show that the sample users analyze the factors affecting the marketing effect of online intelligent software,analyze,select and position the target markets,and select the corresponding marketing mix strategy base on the position.Empirical analysis found that creating intelligent software combinations according to the different characteristics of different industries and regions,indicating that it has a strong influence and role.The proportion considering its own cost,mainly including the cost generated by the product and service marketing process,indicating that it has a strong influence and effect.The proportion of designing Saa S market applications based on the needs of government or commercial customers,the proportion of broadening traditional marketing channels,the proportion of focusing on opening up network marketing channels,and the proportion of bundled promotion,indicating that it has the strongest influence and effect.