Research On The Marketing Strategy Optimization Of XL Software Company

At present,China's communication industry has entered into the phase of moderate development stage,all kinds of outstanding problems all affect and restrict the benign,healthy and stable development of communication industry in China.XL software company as a more market competitiveness of telecom service enterprises in zhejiang province,in the process of long-term development and market restructuring laid the foundation of industry competition,but now or more management problems of its own,and the problems existing in the marketing management level,the most obvious is more prominent,how to find a way to develop scientific and practical marketing become before XL company operation and management of an important problem.Based on the STP theory,the 4 p marketing theory and related theory as the foundation,using the analysis tools such as PEST,porter five models to XL company marketing facing the macro environment and industrial environment are analyzed,the synthetically in this paper,the situation of the company's marketing points out that the sales net profit margins decline,on the basis of the marketing ability is poor,weak marketing management is the main problem,and finally on the optimal path selection,this paper puts forward XL company should choose focus specialization strategy and differentiation strategy of combining the marketing strategic mode,and on the basis of optimizing market positioning on product,price,channel,promotion four dimensions implemented a XL company marketing strategy to optimize combination,and from the perspective of organization,technology,training,three corresponding protection measures are put forward.Paper,XL company in the marketing management level shall adhere to the short-term focus specialization strategy and long-term differentiation strategy is given priority to,market orientation on business shall be based on informatization,big data business,mobile Internet business as the center,product strategy focus cooperation should be focused on data business operations,mobile Internet,big data applications,and the government public information service platform of the four major direction;Price strategy should give priority to with a single pricing strategy,dynamic pricing strategy is complementary;Channel strategy should be based on the network channels,the traditional channels strategy;promotion strategy should pay attention to company propaganda magazine publicity,technical exchanges,and actively participate in the combination bidding multiple promotions.Scope of this study to comprehensive,system,the selection of object of study also tries to representative and typicality,on this basis,the conclusion can communication in our country,including XL software company operating service enterprise development research to provide certain reference and reference.