The Analysis Of Marketing Strategy Of Small Management Software Division Of UFIDA Software Co., Ltd

With china's market economy advances, enterprises, especially small businesses has been highly developed. Several state policies are issued to support the development of small businesses. With China's WTO accession, more and more international companies enter china and compete with local businesses. On the other hand, domestic businesses have gradually promote their business in overseas markets. In order to meet the increasingly fierce market competition, enterprises must constantly upgrade their management level and provide better services and better quality products. The use of information means is a very important part of it. Based on this historic opportunity, many information providers have gradually attention to the small business market. On the background, the paper takes the small management software division of UFIDA software Corporation limited as the research object, which is the largest local management software supplier in the Asia-Pacific, and explores thoroughly the market strategy.Firstly, this paper presents the division's status quo and the historical development, uses PEST theory to point out the division's external environment, such as political, economic, social and technological environment and then analysis the industry environment. Then, it indicates carefully division's internal environment from organizational structure, enterprise culture and market strategy, and so on. Secondly, it induces the division's extant strengths, weaknesses, sums up the opportunity the opportunities, threatens division faces by using the SWOT analysis method. According to the weight of the indexes at all levels, it determines the strategic target of division and points out strategic principals and the market plan.