Study On The Marketing Strategy Of GT Bidding Software

As for the tendering and bidding industry,with the promulgation of electronic tendering and bidding measures and the proposal of "Internet +" action plan,the transformation from the traditional tendering and bidding mode to electronic tendering and bidding has become a hot topic in the industry in recent years.Under the background of "Internet +",it is an important measure to promote the transformation and upgrading of the tendering and bidding industry to vigorously develop the electronic tendering and bidding.The new tendering and bidding method combined with modern technology and computer network functions can make the information transfer in the tendering and bidding process more efficient,make the business in the bid evaluation process assisted by equipment and information system,improve work efficiency and improve work quality.In the future,bid evaluation can even be carried out across space,time and coordination capacity,so as to make bid evaluation more fair,just and open.As one of the top two bidding system software suppliers in China,GT company has a broad customer base and market potential.With the rise of electronic bidding,the bidding system software launched by GT company still has a huge market space to explore and expand.GT company has decided to focus on the development of a bidding system software for the relevant government departments,so as to better contribute to the recruitment and acquisition industry.There is no unchanging market,so are enterprises.Transformation and upgrading is the way of sustainable development for every enterprise.Bidding system software as one of the fastest growing segments of Chinese software industry,the rising star of electronic bidding system software has provided many new development ideas for the depressed Chinese IT industry.The structure of this paper is as follows: first,through PEST theory,it analyzes the marketing background of the political environment,economic environment,social environment and technical environment where GT company is located,so as to provide basis for GT company to put forward marketing strategy Suggestions and make the Suggestions more feasible.Secondly,this paper mainly carries out market segmentation of GT company through STP theory.According to the particularity of the software industry,the user industry,user scale and user location of GT company are taken as the basis for detailed analysis and analysis.According to the segmentation results,government agencies,agencies and suppliers are selected as the main target market,among which government agencies are the largest target market.Therefore,improving the channel development and channel management of government agency customers and establishing long-term friendly cooperative relations are the top priorities of the Marketing Department of GT.According to the above analysis results,the product market positioning.For the optimization and upgrading of products,better combined with the market for secondary development,providing the premise and basis.Finally,4P theory is used to analyze the current marketing model of GT company.The product strategy,price strategy,channel strategy and promotion strategy of GT bidding system software are analyzed and studied respectively,and the conclusion is drawn.According to the current characteristics of GT company,the problems existing in the marketing process of GT company are pointed out as follows: too narrow target market,insufficient channel development and management,too single sales means,etc.At the same time,the company's internal management also has some problems.For example,performance management and salary management are not perfect,which can not better retain talents.Marketing concept too conservative,etc.Finally,according to the conclusion of 4P analysis and research,GT company's marketing plan is optimized by combining its own advantages,product characteristics and market conditions.Put forward feasible marketing strategies suitable for the development of GT company and safeguard measures to ensure the smooth implementation of marketing strategies according to the target market.Including: optimize the company's internal human resources management,performance management,focus on improving the company's marketing channel management strategy,innovative company marketing concept.To ensure that the marketing strategy can be better implemented.At the end of this paper,it is proposed that GT company can stabilize the southern market on the basis of its current development and continue to do a good job in product upgrading and later maintenance.Efforts to develop new products,open up the northern market.Do a good job in the national bidding electronic sprint stage of technical support.As for the "last mile" of electronic bidding nationwide,how GT company will position its value and the direction of its development in the future is an important strategic goal related to the future of the enterprise.