Research On Marketing Strategy Of Government Self-service Terminal Of H Company

In recent years,due to the gradual maturity of the self-service terminal manufacturing technology and terminal software products,the competition of self-service terminals around the country has become white-hot.At the same time,with the in-depth promotion of the government’s reform of "release,management and service",the increase of online service channels,and the sales of traditional single-business self-service terminals have declined seriously.In the past two years,the sales volume of H company in government terminal decreased from more than 60 million to more than 40 million.The development of government terminal is facing a serious crisis,and it is urgent to optimize the terminal development mode and boost the confidence of enterprise development.Based on the current sales crisis,terminal development bottleneck,weakened market demand and other problems faced by the public security government affairs terminal of H Company,this paper studies the current marketing situation and marketing problems of H Company,analyzes the development problems of the enterprise and proposes marketing optimization countermeasures.First of all,through PEST analysis,SWOT analysis theory,4Ps strategy analysis and other theories to H Company’s current external macro environment,enterprise competitive environment,sales status,user research and other comprehensive analysis of H Company’s external environment,development status of public security government self-service terminal products.Combined with H company affairs self-service terminal current product features,product prices,product sales,etc.,it is concluded that H company public security terminal product sales the main reason is that not enough data sharing exchange,product smarter,unclear target market segmentation,price strategy is too simple,the lack of product distribution and distribution management,sales promotion methods need to be further optimized.Finally,in view of the current problems of H Company,it is further proposed to improve the development level of H Company’s government terminal products and enhance its product competitiveness by optimizing the functions of government terminal products,accurately positioning the target market,optimizing product sales strategy,improving product pricing strategy,enriching product distribution methods and other strategies.The application value of this paper is mainly to sort out the development status of government terminal industry,put forward product marketing problems and provide corresponding solutions,and provide references for H Company’s enterprise marketing strategy planning,development planning of similar enterprises,development strategy formulation of self-service terminal products,and research on the reform and development of government business.It has enriched the marketing research and product upgrade research in the field of government self-service terminal products and has certain theoretical and practical significance.