Research On Marketing Strategy Of Xi'an S Software Company

This paper takes the GJC project of DSH Company as the research object,through introducing the current situation of GJC project of DSH Company,grasps the location resources,commercial resources,traffic resources,education resources,medical resources and natural landscape resources and core competitiveness of GJC project of DSH Company,and comprehensively analyses the macro-environment,industry environment and internal marketing environment faced by the enterprise by PEST analysis method,and then applies it.SWOT analysis fully understands the strengths and weaknesses of DSH's GJC project,as well as the opportunities and threats it faces.In addition,this paper uses the method of questionnaire survey to investigate consumers' purchasing intention,grasp the characteristics of consumers,purchasing intentions and purchasing purposes,so as to accurately select the target market and make targeted market positioning;understand consumers' purchasing preferences in order to formulate targeted product strategies;define consumers' affordability to formulate differentiated price strategies;Investigate the channels for consumers to purchase products,so as to improve the channel system construction,and master the ways for consumers to obtain promotional information,so as to enrich the ways of promotion.According to the 4Ps marketing mix strategy theory,this paper puts forward the targeted optimization measures in the marketing strategy of the company.In terms of product strategy,we should implement differentiated product strategy and optimize after-sales service strategy;in terms of price strategy,we should adopt differentiated pricing strategy and implement price discount scheme;in terms of channel strategy,we should make full useof new media channels and adopt diversified marketing channel system;and in terms of promotion strategy,we should strengthen advertising propaganda and enrich marketing methods.In order to ensure the smooth implementation of marketing strategy optimization measures,this paper puts forward targeted safeguards from the aspects of organization,personnel,system and so on.Through the analysis of marketing environment and marketing status quo of Xi'an S Technology Company and the study of marketing strategy,this paper lays a foundation for the steady growth of software outsourcing services of Xi'an S Technology Company,and also provides a useful reference for other software outsourcing service enterprises to solve similar problems.