| As an interdisciplinary numerical analysis technology,CAE software has gained increasing attention in both scientific and industrial fields.Compared to developed countries,China is in a weak position when it comes to software development,which hampers CAE technology's widespread application.This paper takes C company,which specializes in providing CAE software,industrial solutions,and technological services as an example to show the importance of marketing strategy to software deployment companies.Through 70 survey responses and interviewing 10 experts,this paper finds out that C company failed to establish a good brand image in China,albeit it has a good reputation and market share overseas.The products C company provides are well recognized in China but C company itself.Furthermore,this paper investigates the reason behind C company's problems by adapting the famous 5R theory in communication to C company's operating environment.It turns out that the C company does not have well defined targeted clients,lacks sufficient communication channels,and its marketing strategy failed to attract potential clients.These problems weaken the company's core competitiveness,limit its long-term development,and reduce its economic efficiency.This paper analyzes C company's market positioning by employing the 7-step method summarized by Roger Best.Then this paper proposed a marketing strategy plan according to a series of theoretical tools such as the Boston Matrix.The plan includes meeting clients' needs,responding to market changes and establishing a professional brand image,which will eventually increase C company's potential clients and sales.This paper develops a framework by discovering C company's strategic problems in brand communication,analyzing the problems,and solving the problems.The framework is highly adaptable and deployable to other software companies.It brings insights to companies in the same sector and could help them solve their problems in marketing strategy. |
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