Research On The Marketing Strategy Of XD Company's Government Affairs Collaborative Software Products

In recent years,with the continuous development of government software informatization industry and its technology,the overall level of government software informatization industry in China is also constantly improving,and the closely related software development enterprises have also ushered in a good opportunity for development.XD company is an innovative government software production and operation enterprise in China.In the past two decades,the company's sales volume has been growing rapidly at an annual rate of 30%.In 2018,the company's sales volume exceeded 1 billion yuan for the first time.The rapid development of XD company not only relies on the tide of the rapid development of the government software informatization industry,but also plays an important role in the company's product quality and marketing strategy.In this article,we take the marketing strategy of the government collaborative software product developed by XD company(hereinafter referred to as "XD collaborative software")as the research object.we hope that the results of this research can give XD Company a detailed analysis of the advantages and disadvantages of the product.At the same time,put forward a series of Suggestions to improve the marketing strategy of "XD collaborative software",and safeguard the smooth implementation of the strategy.It is hoped that the results of this research will provide reference and guidance for the production and operation of other similar products in government software market in China.Based on the basic theory of marketing,organizational marketing strategy,STP marketing and other theories,this article uses literature analysis,case analysis,comparative analysis and investigation analysis to study the marketing strategy of “XD collaborative software”.,and by study on market macro environment of “xd collaborative software ”,market demand,market competition,the competition between internal and external product environment and competition situation,the problem such as product marketing strategy carried on the thorough research,analysis and summarizes the advantages and disadvantages,opportunities and threats of products and improving strategy,and based on the above analysis of the characteristics of the research conclusion and puts forward some Suggestions of improvement strategy policy enforcement of security policies and measures.In this article,the main research conclusions are: firstly,the future development of “XD collaborative software” in e-government software market,indicates opportunities outweighs the challenges,XD company should follow the information development trend,develop government software products that can fully interpret the guiding policy of government software construction echo joint policy changes,solve the problem of government customers practical work,so to improve the competitiveness of the company's products in the market;Secondly,XD company needs to consolidate the existing market achievements by improving products and services,make deep efforts in the existing market with its own advantages,strengthen the cooperative relationship with large Internet companies,and expand the new market on the premise of steadily occupying the existing market.Thirdly,XD needs to make some improvements of its products,price,channel and promotion strategy.In terms of products,XD company needs to accelerate the differentiated research and development investment of large-scale collaborative software products,improve product functions,technology and service capabilities,and strengthen the brand building.In terms of price,XD company should focus on middle and high-end customers,minimize the value of the product itself,and fully emphasize the value of service;regarding to channels,XD company should strengthen the brand influence,establish relational marketing channels,cultivate high-end channel management talents,strengthen internal sales management,and accelerate the distribution of channels in the domestic market.In terms of promotion,XD company should cultivate high-end marketing talents,use new network media to strengthen the brand building of products,and use the influence of benchmark customer cases to improve product sales.