Research On Marketing Strategy Optimization Of G Company's 3D Design Software Under The Guidance Of Customer Value

Since 2018,under the guidance of the "digital grid" policy,the State Grid has been committed to promoting the three-dimensional design of power transmission and transformation projects,requiring new 35 k V and above power transmission and transformation projects to fully carry out three-dimensional design and submit threedimensional digital design results.The three-dimensional design of power transmission and transformation is a complex system engineering,which mainly depends on the three-dimensional design software.After nearly five years of engineering practice,the application scene of three-dimensional design in power transmission and transformation engineering design has been expanding,which has promoted the market of threedimensional design software for power transmission and Transformation Engineering in China.G is a private high-tech company specializing in power engineering design,power engineering software R ? D,software service and technology transfer,grid technology research and design and other related services.The three-dimensional design software of G brand transmission project launched by G in 2015 is one of the earliest professional design software of transmission project in China.But so far,G software unable to built its reputation and sells in limited numbers.G has also tried various promotion methods,but still unable to expand the user group.Therefore,G company urgently needs to optimize its marketing strategy in order to consolidate the existing market,improve product reputation,expand market scope and establish product competitiveness.This paper takes G company as the research object.Based on the collection and sorting of customer value theory and software product marketing strategy literature,firstly,through the interview method,this paper finds out the problems existing in its marketing strategy,and uses the 4Ps theoretical framework to summarize the problems existing in G company's marketing strategy,product,price,channel,promotion strategy and so on.Secondly,use PEST and other analysis tools to analyze the marketing environment of G,combined with the SWOT matrix analysis conclusion,put forward the problems it faces and the direction to solve.Secondly,find out user needs and purchase motivation through questionnaire.Finally,it puts forward the optimization suggestions and safeguard measures of G company's marketing strategy guided by customer value.From the perspective of marketing essence,this paper aims to formulate the marketing strategy of G based on customer value orientation,explore customer value from a deeper level,improve user satisfaction and establish a stable user relationship.This study has important reference significance for G company to improve the current marketing strategies and establish the competitive power of software product,and also has certain reference significance for other similar enterprises.