| As a new high-tech industry in our country,the geographic information industry has an important influence on the national informatization construction.In recent years,the rapid popularization and development of Internet information technology in my country has injected sufficient impetus into the construction and development of smart cities.People’s demand for GIS software has become higher and higher,making the development of GIS software products in China ushered in a new one.opportunity.In the context of market development,more and more GIS software vendors have entered the market,intensifying market competitiveness,making the market development showing an increasingly fierce state,the growth rate of the national economy has been slowing down.The policy environment and the industry environment have also changed greatly.At the same time,the development of Internet information technology has had a great impact on people’s production and life,and the development of software technology has changed people’s traditional way of work and life,and the needs of customers have also increased significantly.As a technology company in my country,HH has a relatively small scale.It entered the market during the rapid development of my country’s software technology market.However,after experiencing the rapid development stage,the company’s development has encountered more and more problems.Operation and development have had a negative impact.This study fully combining the relevant theories of marketing,from the perspective of marketing,comprehensively analyze the actual marketing situation of HH company,and put forward relevant plans and suggestions that can effectively improve HH company’s marketing strategy,in order to promote HH company Provide an important reference for the long-term and stable development of the country.First,in this research process,a comprehensive analysis of the HH company’s industry environment and macro environment was carried out,and the following problems in the HH company’s marketing process were discussed.Second,combined with the actual marketing environment of HH company,using SWOT analysis method to point out the threats HH company faces and the disadvantages shown in its own development process.Third,use STP theory to analyze and discuss HH’s positioning of GIS products,combined with the company’s market environment and product characteristics,to help HH choose a scientific and reasonable target market,and conduct effective market segmentation to fully demonstrate HH The company’s differentiated competitive advantage improves HH’s competitiveness in the market.It provides important guidance for improving HH’s market share and marketing capabilities,and at the same time,it can also provide a reference for similar companies to improve their own market competitiveness. |
