| GIS industry is a strategic emerging high-tech industry in China. It play an important supporting role in the informatization construction of various industries in our country. In recent years, with the construction of China’s smart city, the industry faces the opportunity of rapid development. The demand of GIS software is increasing year by year.With the rapid development of the market, the number of manufacturers who enter the GIS field has gradually increased, and the market competition is becoming increasingly fierce. In recent years, the national economy faced a decline, the policy and the industry environment changed rapidly. And the development of software technology changed rapidly. The needs of customers have always been changing. Under the influence of many factors, the company W who is a small scale company encountered a bottleneck in the development and difficulties after a past rapid growth stage.Based on the current situation, this paper would analyze the marketing environment of W company from the viewpoint of marketing, using the tools and related theory of marketing. This paper would try to find out the problems existing in the marketing process and give improvement suggestions about the choice of target market and marketing strategy to W company, in order to give some help to W company.First, this paper analyzes W company’s external marketing environment from the macro environment, industry environment and competitors aspects. This paper would point out that the external environment has the opportunity for development, but there are threats and change quickly. And then it sorts out the internal marketing situation of W company, points out the existing problems in the current marketing strategy such as single product structure, unreasonable pricing mechanism, the channel system is not mature, single promotion strategy. On this basis, combined with the SWOT analysis tool, describes the W company’s competitive advantages and disadvantages, opportunities and threats. using STP theory, this paper solves the target market segmentation and selection work, and point out the difference competition principle and its market positioning of high performance and professional custom. This paper give W company optimized suggestions about product, price, channel, promotion based on 4P theory. The suggestions include product strategy of differences and industry specialization, cost, demand, competition oriented pricing strategy, the channel strategy with characteristics of management of distribution channels and network marketing channels, the promotion strategy with characteristics of advertising, sales promotion and service banding. So this paper could provide a guiding scheme for W company to improve the overall marketing ability, and give some references about marketing strategy design to the entrepreneurial companies of this kind in this industry. |
