Research On The Strategy Of Enhancing The Competitiveness Of Software Products Of SZ Company

In the 21st century,with the rapid development of information technology,information technology industry has become a powerful driving force to accelerate the development of national economy and enhance the production efficiency of the whole society.The global information industry is in the stage of transition from growth to maturity,while China's information technology industry is in the deep stage of economic transformation,industrial upgrading and "integration of two cultures"[1].It is changing from a low-level labor-intensive production and processing mode to a production and service mode with high cultural intellectual property rights and high added value.Software industry is the core component of information technology industry.With the acceleration of economic transformation and industrial upgrading,the value of IT application software and its specialized services will become more prominent.With the deepening of "big data,Internet + technology"[2]and the promotion of the slogan "mass entrepreneurship,mass innovation"[3],the state promulgated a large number of preferential policies for the software industry.Software enterprises sprang up as the times require,resulting in the increasingly fierce competition in the software market.The competition among software enterprises is the competition of software products.The level of product competitiveness directly determines the success or failure of software enterprises in market competition.At the same time,the demand of software users for software products is also increasing,from the initial user adaptation software development to today's software customization personalization,humanization to adapt to the user's use behavior.When customers choose to buy software products,they not only focus on the functionality of the software,but also put forward higher requirements on the quality,security,stability,ease of use and design sense of the software.This paper takes SZ Software Company as the case study object,through issuing customer satisfaction questionnaire of software products and conducting product competitiveness symposium with the heads of various departments of the company,etc.,to understand and master the basic situation and main problems of the product competitiveness of the enterprise.The main problems existing in SZ's software products are as follows:1.Lack of attention to software quality leads to frequent rework and waste of manpower and material resources in the later stage;2.The backward design of software UI and the lack of design ideas to keep up with the needs of customers hinder the development of product market to a certain extent;3.The lack of high-end technical personnel and the "one person is difficult to demand" situation affect the company's new technology.[2]-,4.Software products do not play a brand effect,the market promotion is not strong;5.After new products are put on the market,the market share is not good,the prospects are worrying.Combining with the actual environment of SZ company,this paper systematically analyzed the internal and external of SZ company through PEST method,and fully analyzed the current situation of SZ company's software industry with Porter's Five Forces Model,and analyzed the current external competitive environment of SZ company.Secondly,combined with the basic situation of SZ company and the characteristics of high professional and technical requirements of software company,the advantages and disadvantages of SZ company are analyzed comprehensively,and the reasons affecting SZ company's product competitiveness are summarized and put forward.The software quality process of SZ company is not standardized,the software product design is relatively backward,the software product has no characteristics,the product brand effect is not strong and the product after-sales service is not strong.In order to improve the competitiveness of SZ company's software products,this paper makes an in-depth study on various reasons,then analyses the factors that affect the decline of the competitiveness of software products,and puts forward some suggestions on how to improve the competitiveness of SZ company's software products.This paper optimizes the existing problems of SZ company's product competitiveness by studying a large number of relevant documents,and finally formulates the strategies and measures to improve SZ software company's product competitiveness,so that company managers can understand the company's internal situation in depth,and provide more scientific guarantee for SZ software company's product competitiveness and future development.At the same time,it is also in the current many software enterprises.It plays a guiding role in improving the competitiveness of products.