Research On Marketing Strategy Optimization Of Fengrun Technology Company

With the progress and development of society,more and more enterprises come into contact with the field of software development.Both data analysis tool software and enterprise product online display and sales system software are products in the field of software development.In order to save enterprise costs,most software products of small and medium-sized enterprises are developed in the form of outsourcing.Among many software outsourcing enterprises,how to obtain a steady stream of orders is the main problem faced by enterprises.With the intensification of competition,the market puts forward higher requirements for the differentiation and specialization of enterprise software outsourcing business.Only relying on "price war" can not last long.Enterprises must have their own core competitiveness and sales strategy.Fengrun technology company is a small and medium-sized software outsourcing company.How to stand in the highly competitive Beijing Tianjin Hebei region,Fengrun technology company needs accurate market position and effective marketing strategy.Firstly,this paper combs and summarizes the relevant literature on the marketing of software industry and third-party software companies at home and abroad.Secondly,based on the analysis of the marketing status of Fengrun technology company,through the visit and communication with the company’s internal employees,external customers and the same industry,collect information,and analyze several key problems of the company through the analysis of the company’s current situation and marketing data,focusing on the products that lack core competitiveness,Business channels are not rich enough and lack of marketing incentive system.The third part of the paper analyzes the marketing environment of Fengrun technology company according to the relevant theories and analysis methods of marketing,analyzes the macro environment and competitive environment of the company through pest and Porter’s five forces model,finds out the development opportunities and threats of the company,and defines the advantages and disadvantages of the company based on the analysis of the internal environment of the company,On the basis of SWOT analysis,this paper defines the company’s main marketing strategies and development ideas,and puts forward the optimization scheme of the company’s marketing strategy,so as to stabilize the company’s core competitiveness by adding products in the vertical field;Attract customers through low price and concession strategies;Tiktok and other media such as jitter media to promote brand promotion and expand business sources.Introduce preferential measures through the company’s member day and customer transfer to increase customer stickiness.In order to implement the marketing strategy of Fengrun technology company,the company needs to strengthen the training of marketing talents,sufficient capital guarantee and perfect marketing system.Through the research on the optimization of marketing strategy of Fengrun technology company,this paper will help Fengrun technology company take root in Beijing,Tianjin and Hebei,quickly open the market,expand marketing channels and increase the opportunities of secondary or even multiple sales.It can also well control the cost and reduce the survival pressure of the company,so as to better improve the core competitiveness.The research of this paper can also give some inspiration to other small and medium-sized software development companies and better promote the healthy development of the industry.