Research On Marketing Strategy Of YM Software Company's Database Operation And Maintenance Management Software

Database is the warehouse of data storage in computer format,which is usually composed of computer data and database software for managing these data.Database software is a kind of software product used to organize,store and manage data.Information construction and the application of information system will inevitably produce a variety of forms of data,storage and management of these data must use database,the operation and maintenance management of database is the core part of IT management.All industries are aware of the necessity of performing daily repetitive database operation and maintenance management through standardized operation and maintenance management tools,and some enterprises are even trying to develop database operation and maintenance management tools by themselves.YM software company,as the leader of domestic database technology service and database operation and maintenance management software,has developed database operation and maintenance management software through the accumulation of technical team during the development process of the company.At present,the marketing strategy for software products is still in its infancy,and facing practical problems such as increased R&D investment,relatively lagging software marketing strategy,and declining actual profits.Therefore,YM software company needs to improve the sales revenue and profit of software products through the marketing strategy suitable for the new situation.This article takes the marketing strategy as the research topic,takes the marketing strategy of YM software company's database operation and maintenance management software as the research object,combines the relevant theories of marketing,research methods and research results domestic and abroad,and synthesizes the marketing status of YM software company's database operation and maintenance management software YM software company's internal and external marketing environment,the development of YM software company database operation and maintenance management software marketing strategy.This research first makes clear the background,purpose and significance,meanwhile,sorts out the relevant research results domestic and abroad,and integrates the relevant theories of marketing to lay a solid theoretical foundation for the follow-up research.On this basis,this paper analyzes the marketing status of YM software company's database operation and maintenance management software.From the macro and micro perspectives,PEST analysis,SWOT analysis and Porter's five forces model are used to analyze the inner and outer marketing environment faced by YM software company and database operation and maintenance management software.On the basis of the above analysis,combined with STP analysis,the market of database operation and maintenance management software is analyzed in detail Based on this,the new marketing strategy of YM company's database operation and maintenance management software is formulated.Combined with the problems existing in the marketing status of YM software company,the implementation guarantee measures for YM company's software marketing strategy are formulated from the aspects of organizational structure guarantee,human resource guarantee and product R& D guarantee.Finally,the paper summarizes the research and puts forward the problems for further research in the future.This dissertation selects the YM software company in the process of transformation as a prototype,finds out the problems in its database operation and maintenance management software product marketing strategy through systematic research,and develops a combined marketing strategy and implementation safeguard measures for database operation and maintenance management software.By implementing new marketing strategies,increase the market competitiveness of YM Software's database operation and maintenance management software,and at the same time increase customer satisfaction and loyalty to YM,expand the market share of software products,and then increase YM's software products Sales revenue and profits promote the long-term stable development of YM.The research conclusions also provide references for companies in the same industry to formulate marketing strategies.