Study On Marketing Strategy Optimization Of Cloud Financial Software Of A Company

With the rapid evolution of the new round of scientific and technological revolution and industrial transformation,the world has entered a critical period in which new and old kinetic energies are transformed,nowadays,the new economy,with digital economy as the main body of development,provides a good external environment for the rapid development of software industry.The new generation of information technology is mainly represented by cloud computing,big data and artificial intelligence.These technologies have been widely used in various fields of economic and social life.In recent years,because of the overall transformation and upgrading of the digital economy development strategy and the continuous deepening of the reform of the financial and taxation system,the financial management of enterprises has also risen to a more important strategic position.With the development of new technology and the new requirement of enterprise to the function of financial management software,the compatibility of product service and Operation Platform of financial software is put forward higher requirement.At present,cloud financial software is aimed at improving the ability of comprehensive financial management to improve the management efficiency of enterprises so as to achieve the goal of reducing the operating cost of enterprises,for enterprises can smoothly carry out industrial restructuring and upgrading in the future to provide protection.This paper is based on the marketing strategy made by a company for the cloud financial software.Firstly,it is based on the definition of marketing theory and the research results of marketing strategy made by domestic and foreign scholars,according to the development of the industry and the characteristics of the cloud finance software,we design a questionnaire for the current marketing strategy of the Cloud Finance Software and conduct a questionnaire survey through the online distribution of the questionnaire stars,the results of the survey were analyzed by SPSS and Excel to find out the problems in product strategy,Price Strategy,channel strategy and promotion strategy,etc.Secondly,it uses PEST and SWOT analysis to analyze the internal and external environment of a company's cloud financial software and get its current competitive advantages and disadvantages as well as the opportunities and threats it faces,based on the above conclusions,the author uses the porter's five forces model to analyze the reasons,and then uses the STP theory to subdivide the target market,select the market accurately and locate the market position Then use the marketing theory to optimize the product strategy,pricing strategy,channel strategy and promotion strategy in the marketing strategy of cloud financial software Finally,based on the adjustment of organizational structure and the strengthening of team marketing ability,to improve the effective collaboration of departments as the goal of the safeguards to ensure that a company cloud financial software marketing strategy optimization program can be effectively implemented.To sum up,this article is to find out the related problems of a company's cloud financial software by the way of questionnaire,combining the scientific qualitative and Quantitative analysis methods to analyze the existing problems and come up with relatively effective optimization recommendations,therefore the optimized marketing strategy of this paper is not only applicable to a company's cloud financial software products,can also provide reference to the same industry companies,so more Operability and can be used for reference.