Research On Marketing Strategy Of Shaanxi RH Software Company

Since the development of China's society,the era of network technology has arrived.Under the background of innovation driving,the technology industry dominated by the software industry has risen rapidly in a short period of time.Despite the promotion of the general environment,the industry has an increasingly good development prospect However,the ever-changing scientific and technological achievements and the intensifying competition in the industry have made the survival and development of all enterprises in the industry more difficult.Faced with the current status of homogenization of competing capitals,relying on effective and innovative marketing strategies to help companies win the market is obviously a necessary choice,so how to ensure the effectiveness of marketing is a reality in front of every software company.problem.This research is supported by the existing relevant theoretical research results,and finds the shortcomings of case enterprise marketing,and puts forward targeted suggestions for optimizing enterprise marketing for the shortcomings,the purpose is not only to be able to put forward perspectives in conjunction with the particularities of software industry companies,It is also necessary to ensure that the proposal can be effectively targeted at the actual situation of the case company.This provides some valuable reference and reference for the improvement of marketing level of Shaanxi RH Software Company and even more peer companies,which has certain theoretical and practical research significance.This research adopts literature research method,case analysis method and comparative research method,etc.,on the premise of clear marketing theory,PEST theory,SWOT theory,4P marketing mix theory and STP marketing theory,summarizes the basic situation of Shaanxi RH software company Analysis from a macro perspective to clarify the political environment,economic environment,social environment and technological environment in which Shaanxi RH Software Company operates,and at the same time understand the current status of the industry and the competitive environment of Shaanxi RH Software Company,from advantages,disadvantages,opportunities and challenges This level helps the company locate the correct direction of marketing optimization;on this basis,it conducts an in-depth analysis of the marketing status of Shaanxi RH Software Company and analyzes the company from three levels: market segmentation strategy,market portfolio strategy and marketing assurance strategy Specific issues in marketing;Finally,suggestions for the optimization of the marketing strategy of Shaanxi RH Software Company are presented from three levels: market segmentation,combination marketing and marketing assurance.Through research,it is found that Shaanxi RH Software Company is in a good environment,but the industry competition situation is intensifying.The analysis of SWOT can locate the company 's future marketing focus and direction,and can also find out the company 's marketing presence.The problems are mainly reflected in the three main problems of inadequate market segmentation,imperfect combination strategy and imperfect marketing guarantee.Based on these issues,the company needs to be able to further optimize the STP strategy and innovate combined marketing forms from the four basic aspects of product,price,channel and promotion,namely innovative product development,reasonable pricing,broaden traditional channels and create a diversified promotional strategy;especially In order to ensure the marketing quality and effectiveness,the company needs to be able to optimize the organizational structure,implement effective training,improve technical capabilities and provide financial support to make appropriate supportive construction,in order to help Shaanxi RH Software Company improve marketing level.