Research On Marketing Strategy Of “Xiaoshouyi” CRM Software Of Ingageapp Global Limited Company In Jilin Province Market

"Xiaoshouyi" CRM belongs to Ingageapp Global Limited Company.(hereinafter referred to as Ingageapp),and is an enterprise-level CRM pioneer who integrates new Internet technologies.Ingageapp has served more than 5,000 paid companies so far,with an annual growth rate of more than 40%,occupying a leading position in CRM selection in many industries and regions.According to the local market environment and its own advantages and disadvantages,make targeted marketing strategies.This article first summarizes the current situation and problems encountered by Xiaoshouyi in Jilin Province.It points out that the main problems of current marketing are insufficient customer awareness of the product,low customer renewal rate,insufficient sales motivation of channel members,and no competition in product pricing Force etc.In order to find out the cause of the marketing problem,the next step is to conduct an in-depth analysis of the marketing environment.In the macro marketing environment,although the economic and social environment in Northeast China is not active as a whole,thanks to the promotion of national policies and new technologies,the overall growth trend of SaaS CRM is obvious.In the micro-marketing environment,by analyzing the industry environment,competitors,regional markets,and customer needs,it is found that there are many CRM products in the Jilin Province market,and various manufacturers are in a state of decentralized competition.Finally,a SWOT analysis was conducted,and it was pointed out that for the sales of CRM software,an SO strategy should be selected,that is,to expand its advantages,use its own product capability advantages,and grasp the opportunities brought by policies and technologies,so as to expand the market share of Jilin Province,increase brand awareness and influence the purpose of force.In order to develop a targeted strategy to solve the existing problems in marketing,the Jilin Province market was subdivided into regional,scale,industry and other market segments based on the organizational segmentation standards of the Shapiro and Bonoma models.Finally,Changchun Jilin and Siping were selected.As a target market,manufacturing large and medium-sized enterprises in Changchun City,Jilin City and Siping City clearly define the mid-to-high-end positioning of Xiaoshouyi products and services.Based on the above analysis,a targeted marketing strategy is formulated based on the 4Ps theory.Implement differentiated strategies on products and services to create industrialized special editions and services;fine-tune the price and implement demand pricing strategies to enhance the price competitiveness of products;on the channel side,implement a multi-channel strategy to expand the types of agents;at the same time,it will strengthen the incentives for agents,cooperate directly with the resale channel,and establish a comprehensive three-dimensional marketing channel;improve sales performance and brand influence by focusing on marketing activities and service promotion strategies of manufacturing customers.It is hoped that the research in this article will lay the foundation for IngageApp to better serve customers in the Jilin Province market,and gradually increase the influence of the Xiaoshouyi brand in Jilin Province,and for IngageApp The company provides advice on channel development across the country.