Research On The Marketing Strategy Of The YH Industrial Software Company Based On Two-oriented Integration

In order to promote our nation's manufacturing technology and manifest the rejuvenation of our nation, the CPC central committee and state council put forward a great strategy----- the integration of information and industrialization(hereinafter referred to Two-oriented Integration). As a core factor of modern industrial development, industrial software plays a vital role in the deepening of China's industrial “Two-oriented Integration”.Due to the inadequacy of marketing capacity, domestic industrial software enterprises are at stake. Confronted with severe competition, properly exploiting its advantages to develop a suitable marketing strategy, that is an urgent problem in the course of its development. Under the guidance of modern marketing theory, taking the current situation of “Two-oriented Integration” and the characteristics of Chinese industrial software market into consideration, this paper is a case study of the marketing strategy of YH industrial software company(hereinafter referred to YH Company). It gives a comprehensive analysis on the marketing strategy of the five categories of products designed by YH Company, that are PORTAL, ESB, BPM, MDM and BI, and make a prediction of the trend of industrial software market. On the basis of SWOT theory, it also analyzes its advantages and disadvantages, opportunities and obstacles in the market, which comes a conclusion YH Company should pinpoint as a credible industrial software provider in China, and its marketing target should be discrete manufacturing industry, such as aviation, ships, cars and special equipment manufacturing industry. To upgrade the current marketing strategy applied by YH Company, service marketing and word of mouth marketing strategies should be paid attention to. Only in this way an excel combination of marketing strategies could be formed, by which YH company could become a pioneer in Chinese software industry.