| Technologies such as cloud computing,big data and artificial intelligence are constantly developing in China,greatly enhancing the digital level of many traditional enterprises.Among them,in order to break the distance between brands and consumers in the traditional retail industry,the integration of online and offline through cloud computing,big data and other technologies to accurately identify consumer preferences and behavioral characteristics,provide consumers with more humane and diversified consumer choices,and achieve the effective integration of new technologies with the real industry.W Software has been rooted in the field of smart retail software since its inception,and as a technical support center of Tencent Cloud West,under the current development trend of the new environment,how to go beyond brand endorsement and find its own market positioning and marketing strategy for W’s smart retail software,so as to achieve its own development and product gain,has become a pressing problem to be solved.The thesis takes W Company as the object of study,and aims to find out the market positioning and marketing strategy of W Company.The thesis takes W company as the research object,firstly,analyzes the macro environment and industry competition in W company’s industry,and analyzes the current marketing situation of W company in some details in terms of target market,product characteristics,channels and pricing status and current promotion methods;then,through investigation and interview,we find the main problems in marketing of W company:unclear positioning,lack of scientific market segmentation and market Then,through interviews,we found that the main problems of W company’s marketing are: unclear positioning,lack of scientific market segmentation and market selection;insufficient product standardization;unreasonable pricing;strong external dependence on channels;and lack of effective promotion methods.In response to these real problems,the thesis presents the market segmentation,market selection and market positioning of W company with the help of the three elements of STP marketing strategy;and proposes the marketing mix strategy of W company based on the idea of 4Ps:(1)product strategy,building a complete product service system with the retail industry as the core;innovating and developing new standardized products based on actual application scenarios;improving the knowledge base and precipitating core technologies and algorithms in the product development process to precipitate the core technology and algorithm model;improve the image of software services to create the company’s best service benchmark;(2)price strategy,pricing according to the size of enterprise customers;new product quality and low price strategy;combined with customer business unified combination pricing,quantity discounts and bundling strategy;pricing strategy to establish a strategic framework cooperation model;(3)channel strategy,upstream and downstream synergy enterprise resource interchange;build(4)promotion strategy,through personnel promotion;product advertising promotion;announcement relationship promotion;establishment of customer referral reward promotion to improve the promotion effect.The paper proposes that W company should move from " Technical Support Center of Tencent " to "Smart Retail Solution Provider",which occupies a certain market share,and look for more effective ways to improve software sales performance.Finally,the thesis proposes the implementation plan of W company’s marketing strategy,and proposes the guarantee means of W’s marketing strategy from three aspects: organization guarantee,system guarantee,and financial guarantee.The thesis provides ideas for optimizing the marketing strategy of W company’s smart retail software products,and also provides references for the development of software companies in similar predicament. |
