Research On Marketing Strategy For Raw Milk Tracking & Traceability System

With high-tech software products in small and medium software enterprises, the product R&D and technological innovation absolutely occupied important position. As the limitations of the size, financial resources and awareness, small and medium software enterprises attach great importance to the technical aspects by allocating the resources, ignoring the marketing, there is few small and medium software enterprises to invest resources to develop marketing for their development strategies. Without clear marketing goals, the marketing activities are generally blind and disorder in a small software companies. Small software companies lack of awareness the importance of marketing strategy and are not able to develop scientific methods of marketing strategies around the corner, and therefore the study of marketing strategies of small and medium software enterprises can enhance small and medium software enterprises competitiveness, strengthen small and medium software enterprises in healthy and sustainable development .To the situation of the company, Based on JD's actual data and careful analysis and investigation, the scientific theory as a guide, With PEST analysis tools, the JD Corporation RMTTS (Raw Milk Tracking & Traceability System, tracking and tracing system that is milk, referred to RMTTS) market industry environment, economic environment, technological environment, social environment were detailed analysis, Combined with "five forces" model and the SWOT tool for JD companies (small and medium software enterprises) RMTTS software product research and development of a scientific and effective marketing strategy. To give full play marketing strategy of RMTTS, the recommendations of the implementation and the control combined with JD's status was given.This research method and case study are great significance for other small and medium-sized software enterprises to develop the software product marketing plan.