A Study Of How To Improve The Marketing Strategy Of Embedded Operating System At Y Company

In recent years,the country attaches great importance to independent innovation of information technology,various parts of the country are vigorously developing application innovation industries in the field of information technology and software and hardware.They have started pilot work and expanded application scenarios,especially in the field of operating systems.Company Y,as a domestic software company focusing on operating system-based software development,production,and sales,has developed for nearly fifteen years and has formed a team of experts nearly a hundred people,who have successively developed desktops,servers,embedded systems and smart terminal operating system.Among them,the embedded operating system products were officially released and successfully commercialized in 2006,and won many honors such as the "China Industrial Award" and "Gold Award of the Software Expo".However,for many years,embedded operating systems have been sold to communication industry integrators and run on communication terminal equipment.other industries have not achieved market breakthroughs.Company Y needs to analyze and optimize marketing strategies and marketing police in order to apply embedded operating systems to more industries and gain more market share.Based on the above background,the author uses the latest industry data and the current operating situation of Company Y,Guided by marketing-related theoretical foundations and methods.Through literature research,questionnaires,interviews and other methods,Identify the problems of Company Y in both target marketing strategy(STP)and marketing mix police(4P),analyze the reasons,and give optimization suggestions.Through research,this paper finds that the embedded operating system has the following problems in the target marketing strategy: the market segmentation standard is too single,the target market is not clear,and the market positioning lacks uniqueness.The following problems exist in the marketing mix police: insufficient innovation power of the standard version,uncontrollable hardware manufacturers,lack of flexibility in pricing strategies,incomplete channel system,and insufficient promotion efforts.In response to these problems,this paper proposes the following optimization recommendations in terms of target marketing strategies: adding two segmentation standards based on industry and enterprise nature,focusing on more specific target markets,and repositioning as industrial-grade embedded operating system products.In terms of marketingmix police: strengthen the iteration and management of standardized products,strengthen the management and backup of hardware manufacturers,formulate a more flexible pricing strategy for modular versions,build a sound channel system,increase brand promotions.