A Marketing Strategy Research On HLJ Company

With the rapid development of society, the informatization level has become a coreindicator which measures strength of a nation. Since we stride into the new millennium,China’s software industry develops rapidly, which promotes social progress andeconomic development. Meanwhile, The growth rate of the average annual salesrevenue of software in China is much higher than other industries. However, comparedwith developed countries, there is still a large gap between China’s software industryand developed countries’. Besides the technology gap, other main factors arebackwardness in marketing strategies, marketing concepts and marketing model ofChina’s software enterprises. Therefore, develop marketing strategy which conforms thedevelopment of the enterprises is particularly important to China’s software enterprises.In this paper, based on actual conditions and product characteristics of the HLJcompany, the author research the HLJ company with manage theory and propose amarketing strategy which is best for the development of HLJ company,First of all, theauthor made a deep analysis on HLJ company current marketing situation andmarketing strategy,put forward major problems that HLJ company faces,and then madea deep analysis on marketing environment of HLJ company from the macroenvironment, China’s software industry develop status, software industry competitionstatus, HLJ company internal and external environment respectively. Then develop themarketing strategy of the HLJ company accordingly,which includes product strategy,pricing strategy, channel strategy and promotion strategy. Meanwhile, in order toimplement marketing strategy smoothly, this paper propose a detailed implementationscheme for the company’s marketing strategy. Hope the research of this paper couldhave reference meaning to similar companies of China.