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The Study of Marketing Strategy of Tianyu Software Corporation

Author: WangHongGuang
Tutor: LiHong
School: Dalian University of Technology
Course: Business Administration
Keywords: Enterprise information CAD / CAPP / PDM Marketing Strategy
CLC: F426.672
Type: Master's thesis
Year: 2006
Downloads: 291
Quote: 0
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Abstract


With the development of information technology as well as the deepening of enterprise information technology application , China 's CAD industry has made ??considerable scale of development , manufacturing information needs to deepen and enhance the development of CAD / CAPP / PDM industry 's also entered the new historical period . In order to respond to new market changes , like Tianyu software companies such enterprises are faced with a major change and adjustment of marketing strategy . Firstly, the background of the the Tianyu software company and its products introduction , the problems and research ideas . Followed by analysis of the macro environment on the Tianyu software company , the competitive environment analysis to identify the company the opportunities and threats faced by the internal environment analysis the Tianyu software company to identify the strengths and weaknesses of the enterprise , the SWOT analysis method determine the optimal strategy . Third, through the analysis of the customer to help Tianyu software company clear market segmentation , select the appropriate target market and the right market positioning . Finally, according to the company's target customers and market positioning , the future development direction and goals of the company's products , we developed a marketing mix : product, price, promotion, channels , personnel , physical evidence and service process , including a series of strategies to help companies to seize the opportunity to avert the threat , play to our strengths , improve the disadvantage , in order to deal with the fierce competition in the market , and gradually achieved a dominant position in the competition . CAD / CAPP / PDM software market analysis and research on the Tianyu software company marketing strategy , hoping to play a guiding role , and Tianyu software company of the same type on the the Tianyu software company's sales activities software vendors play a certain reference value and the promotion of significance .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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