Research On The Marketing Mix Strategy Of Xindao Company's Teaching And Training Software

Education is the foundation of a long-term plan.In recent years,there are more and more documents on education policy,and the state has invested more and more into education.Education has always been given priority to development.The requirements of undergraduate and vocational education reform,we need to constantly strengthen school enterprise cooperation.Under the guidance of policy,the demand for the in-depth integration of connotation level is also increasing,which provides a good development opportunity for enterprises engaged in teaching and training software industry.Marketing is one of the most important links in the development of an enterprise.Only by finding the marketing strategy in line with the company's situation can the enterprise survive and develop better.As a teaching and training software provider,Seentao Technology Co.,Ltd.is not only facing new development opportunities,but also facing great challenges.How to make appropriate product marketing strategy and seize more market share in the deteriorating market competition is the current dilemma of Seentao Technology Co.,Ltd..This paper is based on the basic theory of marketing,using literature research,questionnaire survey,field interviews and other methods to clarify the company's current development and marketing strategy overview.Through the analysis of the company's current marketing situation and user's opinions,we find out the existing problems and deficiencies,mainly including the company's product system can not meet the customer personalized requirements,the company's marketing concept is old,unreasonable product pricing,limited sales channels and other issues.Through on-the-spot interview,this paper analyzes the causes of the problems,and finally puts forward corresponding adjustment and optimization suggestions from four aspects: Product Strategy,Price Strategy,Channel Strategy and promotion strategy,it mainly includes: enriching software product form,designing module combination pricing,using service lease pricing,developing competitive pricing,expanding software sales channel,planning strategic promotion and implementing tactical promotion,etc.,for the company's marketing mix strategy adjustment to provide practical and feasible reference.I hope that through this study,we can optimize the company's marketing strategy,improve the company's marketing ability,play a positive role in promoting the company's marketing activities,to help the company's rapid development.At the same time other companies in the same industry in the optimization of marketing strategy has a certain reference value.