The marketing of a software company, conducted research 10227

1、the marketing of a software company, conducted research abstract: in the marketing of a software company, conducted research based on the analysis of the company to carry out the conditions of network marketing, specifically made to carry out on site promotion and online services strategy, which aim

2、s to explore the development of similar enterprises in the network marketing and improving level of service approach. abstract: on the basis of fully investigating a software company, the author analyses the conditions of a company to develop internet marketing, puts forward some polices of website

3、expansion and online service, and probe into the ways for of developing similar enterprises internet marketingmarketing and improving service level 1 introduction a software company founded in 1998, is a software development, system integration design, database systems development, website building

4、software such as a small project-based it qi ye. at present, the company operates four departments, namely, software engineering, computer sales department, building materials sales department, as well as finance department. existing fixed staff of 10 people, including general manager of a people, s

5、oftware engineers, 3 people, two people computer sales department, and building materials sales department three people, the finance department 1. the company, whether in software engineering in business or computer sales, have achieved impressive results. but in recent years, due to poor operation

6、of funds, combined with the weak industry conditions, the company needed to find a new development. the rise of the internet and development, corporate marketing has brought new opportunities. after much research, the company decided to closely follow the development needs, launching internet sales.

7、 in this paper, the companys background, combined with the actual situation of such enterprises to develop internet marketing seminar to be taken strategy. second, the company is currently marketing services and product, customer analysis of the situation (a) the marketing status quo since its estab

8、lishment, the main means of advertising marketing, networking presentations and clerk to take the initiative. 1. advertisement. the companys main advertising media are newspapers and periodicals. for different business, the company will choose different types of media, advertising, software, part of

9、 the selection in heilongjiang電腦商情報or on a number of daily on, ic card auto-locking valve business of advertising is chosen heating system class journals on. so far, advertising promotion and advertisement of the company is still the primary means of their impact on business accounts for around 60%.

10、 2. introduced the network of relationships. inception of the company mainly relies on network of introduction. later, as the companys development, this approach gradually reduced, but the volume of business still occupies a certain proportion. 3. salesman to take the initiative. this method is main

11、ly used for target customers are special products, usually come from the sales staff to personally explain the demonstration, so that a better understanding of target customers products. to do so, salesman able to understand the clients situation in field trips to facilitate companies to adopt corre

12、sponding measures. (b) service mode of the company is a small it company, its products after-sales service work (such as computer repair, maintenance, software project in the problem-solving, etc.) more. is now the main mode of service users by telephone advice and consultation at home, only close t

13、o a large customer or household was sent an old relationship-site services. although these services are ways to meet customer demand for certain, but there are enough. 1. telephone consultation to answer and explain the problem simple enough, and sometimes customer questions unclear and difficult to

14、 answer. 2. a user-site consultation to solve the problem well, but the customer needs to spend time to companies, even if the issue is resolved, the user still feel somewhat dissatisfied. 3. have some time to geographical restrictions, only the companys customers will be able to work when the consu

15、ltation solve the problem, companies do not work or holiday, the customers problem has been shelved. these are the companys services, the problems at this stage, these problems tend to arise between the company and its customers a number of contradictions, allowing users to create distrust the compa

16、ny. taking into account the companys current small size, limited financial resources, in order to better meet the needs of users on the need to introduce a better approach to service. use of online services is a very appropriate way. (3) product analysis the companys products include system software

17、, computer and accessories, ic can automatically lock valve. of these products has its own characteristics. system software development require the company to work closely with our customers, for the progress of both sides should develop a clear understanding in order to avoid errors, difficult to r

18、emedy; many kinds of computers and accessories, update speed, price volatility, and information immediate and strong; ic card auto-lock closed valves to install and use with certain technical content, require customers to have a certain technology. proceeding from these product characteristics, if t

19、he company will carry out network marketing product sales and service very good role in promoting. for example, communication with customers more convenient and timely, cooperative and more enjoyable; showcase products and services, user-friendly consultation understanding; through the online proces

20、s introduced, allowing users to master the installation, use items. (d) customer analysis corporate customers, corporate customers accounted for 60% of the individual users account for about 30%. those customers, enterprise customers typically have their own network or website. individual users and

21、60% - 70% on the internet. these are the company to carry out network marketing, a favorable condition for service. third, the internal conditions to carry out analysis of network marketing the implementation of network marketing in some conditions, first of all have basic equipment, followed by the

22、 technical requirements of personnel, and finally on the capital requirements. (a) analysis of basic equipment building site, the implementation of network marketing first have a system of computers and internet access. these devices are the companys products on sale, so its cost can be relatively c

23、heap. (b) personnel technical analysis building a web site need to understand that web site planning and construction personnel. a good web site was not only good, but also beautiful new interface, to be able to attract more people to browse, but these require a certain degree of technical personnel

24、. as a start, the company started from a software development, so the condition of the building site is also available. (3) financial analysis since the companys network infrastructure, personnel and technology, is relatively less dependent on capital to carry out the estimated annual cost of networ

25、k marketing 1 million or less. through the above analysis shows that the company has carried out the conditions of network marketing, and further research is needed to develop web content, the website provide any kind of services, and measures taken to make sites faster access to the broad user acce

26、ptance. 4, the company web site promotion strategy presentation web site promotion is aimed to attract the attention of the user to expand the web site visibility, so that web site to obtain a certain number of visits, so as to achieve the purpose of promotion. for the large number of internet users

27、, the distribution of a variety of characteristics, we believe that the companys web site to promote a comprehensive online promotion should start with the line with promotion, membership-based promotion, combining a variety of ways, complementary strategies. (a) on-line comprehensive promotion stra

28、tegy on-line comprehensive promotional strategy would enable the companys web site rapidly became famous on the internet, bringing a large number of visitors, for the future strategy and the development of laying the foundation, which specifically includes: 1. login register search engine. search en

29、gine can help us to retrieve the site information. many different types of search engines such as google, sina, sohu and other services are a good search engine. in order to take into account the different preferences of internet users search, to achieve better results, is the ideal combination of u

30、sing a variety of search engine programs. although this will increase costs, but its coverage broader and a large user base that can bring more opportunities to the company. 2. e-mail promotion. e-mail promotion is the use of e-mail address list, the information is sent via email to each other mailb

31、ox, in order to achieve publicity and promotional purposes. e-mail belongs to the initiative to promote information dissemination, characterized by the spread of low cost. according to statistics, the five districts to send 30000 e-mail addresses, the cost is only 50 yuan. 3. web sites. web site is

32、to promote cooperation between the sites is an important method of cooperation including the exchange of resources each other and so recommended. web site co-operation will enable the company web site to get more traffic, increasing user access to browse the impression that the same time, through co

33、operation can increase the credibility of a web site. well-known site in heilongjiang province and harbin in heilongjiang information port it business sites. web site co-operation to take as long as both sides are willing, will give the two sides benefit. 4. in the community forum messages. there ar

34、e a large number of forums on the internet, they not only expand the discussion and dissemination of information on certain topics, but also contains a lot of business information. in the community forum, because it is the users tone of voice, often to increase the intimacy and credibility of inform

35、ation, to browse the user left a deep impression on him. (b) the line promotional strategies line extension, although the traditional method, but with more targeted, can have a greater impact on the local and bring a certain degree of local visitors, and thus bring about business. for example, a pc

36、mall, held in a number of activities, distribution of printed gift companys web site for the companys web site to do some publicity. (c) membership-based promotional strategies membership promotion strategies is the use of certain incentives to provide quality services to attract users to become mem

37、bers of the company. registered as members of the company will be a certain degree of membership after the points, if the members of the forum to ask questions, to answer or comment on such, the system will automatically add points for those members. when the members reach a certain number of points

38、, the company can be a gift, or send discount cards. in order to implement membership promotion strategy, the company should have the corresponding database record of registered members of the data to track member activity on the companys web site, according to members of points and give them incent

39、ives. 5, the company raised online services strategy online services is the use of the internet features enable companies to better meet customer demand for different services. specific methods are: (a) basic information services basic information services including the provision of company presenta

40、tions, product introduction, product pricing information, the companys new developments and related industry news. (b) frequently asked questions service frequently asked questions, including product installation, commissioning and troubleshooting, as well as related products, systems knowledge. ans

41、wers should focus on customer care services, doubts and difficulties, and available online search function. links between the issues can be added to layers of depth, the questions clearly. (c) e-mail services e-mail is a long time an important tool to maintain customer relationships. companies can set up a spe