Research On Software Marketing Strategy Of ZKR Property Insurance Core Business System

Since the reform and opening up,the market in the mainland of China has become more and more open,and the market environment and economic environment have become more and more dynamic and competitive with the formulation of national policies.The financial insurance industry is flourishing.Since the reform and opening up,China Insurance Regulatory Commission has approved more than 200 insurance companies,which has brought unprecedented development opportunities to software development companies engaged in information construction of insurance industry.A large number of excellent software development enterprises have emerged in China.With the progress of the times and the progress of technology,in the new era,facing the more and more individualized needs of insurance customers,the business system of insurance companies tends to be lightweight,rapid and changeable.Software development enterprises are facing greater adjustments in business models,brand positioning,marketing strategies,advertising and other aspects.In order to adapt to the rapid development of industry applications and information technology.This paper takes the software marketing strategy of ZKR company's core business system as the research object,expounds the basic concepts of marketing theory,4Rs marketing theory,SWOT analysis theory and STP theory,and uses these marketing theories to comprehensively analyze the current situation and problems of ZKR company's marketing strategy.Firstly,it combs the macro-environment of the company at present,and analyses it from three aspects:politics,economy and technology.At the same time,it makes a micro-analysis of the industry environment of the company at present.Through SWOT analysis model,it analyses the advantages,opportunities,disadvantages,challenges and syntheses of the company at present,and finds out the company's marketing strategy.Part of the advantages and problems above.Thirdly,using 4Rs theory and STP theory,this paper studies the marketing strategies of the company such as relevance,reaction,relationship and return,and also analyses the market segmentation strategy,target market selection strategy and market competition positioning strategy of the company.Based on the theoretical analysis and investigation of the company's internal practice,five major problems are found,namely,the deterioration of the competitive environment,product development and upgrading,after-sales service and corresponding problems,brain drain and personnel training,and facing the rapid technological progress.Finally,the paper gives the ZKR company property insurance core business system software marketing strategy improvement program and guarantee measures to ensure that the improvement program implementation landing.Through in-depth analysis and Research on the marketing strategy of ZKR company's property insurance core business system software,it can provide the company with suggestions and plans for improving the marketing strategy,and also provide reference cases and marketing practice for similar software development companies.