Study on the Marketing Strategy of Thunisoft’ Software Products for the Court Sector
|Keywords||Marketing Environmental analysis Competitive Analysis Target market|
Currently , software companies due to the high scientific and technological content of its products , product development , technological innovation in the business in an absolute position , generally light weight technology marketing , especially small and medium-sized software enterprises , but also due to the size, financial resources and awareness of limitations , research to develop very few companies marketing strategies for their own development , resulting in these enterprises are not clear marketing objectives , marketing activities carried out blind and disorderly . The fundamental reason is due to the lack of understanding of the importance of marketing strategy , and did not grasp the scientific method to develop marketing strategies , therefore , study the marketing strategy of small and medium - sized software companies is of great significance . Court industry family of software products marketing strategy formulation process , the author of scientific theory as a guide , combined with the actual situation of the company , conducted a careful survey analysis violet the Huayu Software Corporation ( small and medium - sized software companies ) in Beijing , especially the use the method of analysis of the scores of all indicators , detailed classification other survey research industry competitors , and then combined with the enterprise 's own actual situation , the targeted market for software Co., Ltd. Beijing Purple Arima court the industry series software products to develop a scientific and effective marketing strategy . The thesis is divided into five parts : The first part is the purple Arima software company overview ; second part of the theory of marketing ; Part III Analysis of the Court of industry marketing family of software products ; fourth part of the Court of industry family of software products formulation of marketing strategies ; fifth part of the implementation of the Court of industry software product marketing strategy . Through the study of the subject , the violet the Arima software company 's further development , the software enterprises , especially marketing work on the scale and nature of small and medium-sized software enterprises have certain referential significance .