Research On Product Marketing Strategy Optimization Of Beijing UFIDA Audit Software Company

In the post-epidemic era and the current economic environment,how to change marketing cognition and mindset,develop scientific marketing strategies and build an efficient enterprise marketing system has become a concern for many enterprises.With the rapid development of information technology and the Internet,the auditing industry has attached increasing importance to data,and the use of computers to assist manual audit work has become an important trend,audit software has been widely used in various industries in the audit work,audit efficiency greatly improved.At the same time,various types of audit software have been introduced to the market,making it highly competitive,especially under the influence of the epidemic,which has had a serious impact on the marketing of many auditing software.Therefore,in the post-epidemic era,audit software companies should not forget their original intention,actively help themselves,shoulder their social responsibility,make efforts to adjust their marketing strategies,and do their best to provide more valuable services for their customers' needs.This study takes the optimization of the marketing strategy of audit software enterprises as the theme and takes Beijing UFIDA Audit as the object.Based on the theoretical basic knowledge and field research,the thesis introduces the current marketing situation of UFIDA Audit and analyses the problems of UFIDA Audit marketing through questionnaires.With the help of analysis tools such as PEST,Porter's five forces model,corporate resources and capabilities,SWOT and STP,the internal and external environment and marketing strategy of UFIDA Audit are analyzed,and the optimization and implementation guarantee of UFIDA Audit's marketing strategy in the post-epidemic era are proposed.Through the research,the thesis points out that the marketing strategy optimization of UFIDA Audit can be carried out in several aspects,including marketing strategy,product strategy,pricing strategy,channel strategy and promotion strategy.To optimize UFIDA Audit's STP strategy,market segmentation is mainly carried out from two aspects: customer segmentation and regional segmentation;the target market can focus on government market,state-owned enterprise market and institution market,actively expanding customers in economically developed regions on the one hand and expanding users in key institutions and units on the other;market positioning should be combined with audit software market orientation and its own brand,products and customers for an accurate market positioning.Product strategy optimization focuses on strengthening the brand effect,product innovation and adjustment plans;pricing strategy optimization involves flexible pricing based on consumer levels and a robust pricing strategy;channel strategy optimization mainly includes expanding online marketing channels and adjusting offline channels;promotion strategy optimization centers on increasing product line publicity and adopting diversified promotion methods.Safeguards for the implementation of UFIDA's audit marketing strategy in the post-epidemic era can be concentrated on organizations and institutions,talents and technologies.