Research On Services Marketing Strategic For E-way Software Company

In recent years, the domestic software industry takes on a stable trend of development, but compared to foreign software enterprises, development of domestic small and medium software enterprises, which have problems such as obsolescent marketing mode, and lack of sense of service and marketing, still face big challenges. How to adopt an adequate product-marketing mode for an enterprise's survival and development in the intense market competition is badly in need of dealing with for the domestic small and middle software enterprises.E-way Software Company which posses its own searched and developed human resource management software products with advancing technology in the business, has gained a rapid development in past few years. Competitive advantages mainly root in aspects of cost, research and development, technology. However along with aggregating market competition, the company that had always adopted a traditional marketing policies that insists on regarding product quality as the core, come across challenges in the competition, accompany with slides to the tendency. This paper primarily gives a general view of the target and significance of HR software industry carrying out service and marketing, and introduces general situation of HR management software business. By means of analyzing operational state of e-way Software Company, the paper points out the existing problems of marketing policies of the company, including improper talents allocation, weak marketing and narrow product line. And then, according to analyzing the inner and outer environment of e-way Software Company, the paper nails down that E-way Software Company should assume service and marketing policies taking customers'demand as the core. Subsequently, to direct against to seven aspects of e-way Software Company about its product, price, place, promotion, people, process, Physical Evidence, the paper gives a general analysis of its marketing policies. Ultimately, it puts forward that e-way should make effort to perfect talent training system, to strengthen the buildup of sales team, and to realize penetration of service and marketing in the whole process. Therefore, at the time of gearing up marketing of software products, the company should put customer demands on the top. Besides, the company should improve customer relationship management, increasingly enhance customers'satisfaction, establish a good marketing team and broaden sales channel, to get rid of the passive situation of current problems on product marketing.