Research On Marketing Strategy Of Intelligent Production Software

At present,China is in an important period of economic transformation and upgrading and the transformation of old and new drivers,and the implementation of the "Made in China 2025" strategy has entered a critical final few years.With the transformation and upgrading of China’s manufacturing industry,intelligent production software has become an inevitable demand for the upgrading and upgrading of the manufacturing industry.At present,the market for intelligent production software is gradually maturing,and competition is becoming increasingly fierce.As an intelligent production software service provider in the steel industry,s company needs to actively strengthen its marketing method research and improve its marketing competitiveness.This article first provides a review of basic theories and literature.On the one hand,it discusses marketing theory,including STP theory,4Ps marketing theory,and 4Cs marketing theory;It also discusses the analysis tools required for formulating marketing strategies,including PEST analysis,Porter’s Five Forces analysis,and coding techniques for qualitative research.On the other hand,it elaborates on the characteristics of the software industry,software product characteristics,and the current status of research on software product marketing strategies.Secondly,the basic status and current problems of s company were introduced.By using basic tools to analyze the marketing environment of s company’s intelligent production software,including macro environment and competitive environment,it is concluded that s company is in a period of product business growth with government policy support,new technology support,and large market demand space.This also lays a background foundation for future research.Finally,by designing a research plan and conducting one-on-one interviews with intelligent production software marketing experts from s company,successful project cases were collected to form the original research materials.Using coding techniques of qualitative research,21 categories were identified through open coding of the original data;By mining the relationships between categories and conducting spindle coding analysis,10 main categories of marketing were identified,including market demand,project opportunities,bidding strategies,contract negotiations,scheme presentation,decision-maker recognition,customer analysis,internal support,project implementation,and project information.By analyzing the logical relationship between the main categories,categorizing and organizing them according to the dimensions of time,relevant parties,and importance,and then combining them,a marketing content architecture for intelligent production software was constructed.The structure of marketing content is a house like structure:the base is the market demand,supported by relevant parties(customers,software companies,third parties)and project influencing factors(customer analysis,project opportunities,project information,internal support,solution presentation,decision-maker recognition,bidding strategy,contract negotiation,and project implementation 9 modules),and the roof is the market target.Then,further design the specific marketing strategy planning for each module in the marketing content architecture,and propose resource guarantees to support marketing strategy planning from three aspects:human resources,organization,and system.Finally,complete the research on the marketing strategy of s company’s intelligent production software.