Research On Marketing Strategy For Financial Service Software Of Primeton Company

In recent years,the overall IT investment scale of the banking industry has continued to increase,and the IT solution market of the banking industry is full of competition and the competitive landscape is relatively scattered.Primreton,a basic software provider has a considerable market in some industries,but there is still much room for development in the banking IT services.The sustainable development of Primeton has encountered bottlenecks.The marketing strategy needs to be researched and analyzed to propose a feasible solution.This paper uses the Marketing Theory of 4Ps to explore the marketing status and problems for the software from the four aspects of products,channels,prices and promotions.It is found that the competition in the banking industry is still fierce.The present strategy is not suitable for the financial industry,the marketing strategy of Primeton's financial service software needs to be redesigned.In order to evaluate the comprehensive environment of Primeton's financial service software,We studied the environment of Primeton.First,we use PEST Analysis to analyze the macro environment.The PEST Analysis contains Political,Economic,Social and the technical environment.Second,we use Michael Porter's Five Forces Model to capture the industry environment and the internal environment of the enterprise.The banking customer psychology and the horizontal competition analyze the micro-environment,and finally analyze the advantages,disadvantages,the opportunities and threats.The macro-environment is stable,China's laws and regulations are vigorously developing science and technology finance,and the banking IT field is fiercely competitive.Customers also attach importance to the IT planning and investment.The advantages contain the industry-leading basic software architecture and technology,and the implementation experience of large-scale state-owned banking software platforms.The disadvantages are that the basic software platform is far from the direct business value of banking customers and the implementation experience of small and medium-sized banking software platforms is small.The industry opportunities are not only he proportion of IT investment in small and medium-sized banks continues to increase,but also the support of science and technology financial policies and the continuous improvement of technology.The threats are that there is fierce competition in the industry and Primeton has little influence on the current hot spot technology.The above analysis results are compiled into a SWOT matrix.After analysis and comparison,I believe that the SO strategy is suitable for Primeton.That is,Primeton should not only adjust its product strategy but also carry out technological innovation,for the purpose of replicating the platform construction experience accumulated in the past ten years in the big bank to the small and medium-sized banks.After the strategic direction is adjusted,it is necessary to select and position the target market.This paper uses STP strategy to analyze the target market for Primeton.According to the needs of bank IT,the regional and purchasing power we subdivide the banking market in turn.We evaluate the target market based on the attractiveness of the market segment and the resources of the Primeton company.We re-select and target the target market.Analysis conclusions are as follows.The main market of Primeton's Financial Software is the large state-owned banks in the northern region and the national joint-stock banks in the southern region.Management and channel solutions are available.The key markets are nationwide city commercial banks,rural commercial banks and provincial rural credit unions.Primeton can provide management,channel and innovative solutions for them.Banks in the Southwest and Northwest can be offered products that are biased towards business solutions.In general,Primeton targets markets for financial business innovation.After the target market is re-selected and positioned,the marketing mix strategy needs to change.We design the marketing mix of financial service software based on the Marketing Theory of 4Ps.In order to ensure the implementation of the marketing mix strategy,We establish institutional guarantees,personnel guarantees,financial guarantees and technical guarantees.