| dc.description.abstract | In this study, the scope of application software of the securities industry in China, were focusing on study of its marketing strategy, and marketing strategy case study analysis for a more successful market in China as a of key factors to its success.
By the relevant literature to explore, and build the research framework of this study was to explore the 4P’s marketing strategy and its tie in with the type of impact on business performance. In the empirical research, aimed at targets in mainland China than there is empirical studies of cases in the company, the important conclusions obtained.
The securities market software applications in China should be based on product line breadth and the characteristics of target market segmentation and selection, for different target markets emphasize the brand and different brands to expand the breadth of distribution to meet the needs of different target markets.
In this study, to be applied ＂SWOT analysis and marketing strategy＂ and other analytical methods, hope that, through the relevant theoretical literature data collection and analysis, to achieve the following research purposes:
1. Analysis of the China Securities application software company’’s marketing strategy differences.
2. Analysis of product positioning, brand strategy development, customer service focus, new product development function to such factors as how the company can explore the cases at competitive market to obtain their own niche points.
3. According to the results of this study, China Securities Application software industry marketing strategy insights and recommendations, and made available to industry, government and academic reference.
The conclusions of this study showed that, the securities application software industry marketing strategy in China that should be the focus of attention are:
1. Seize the core system of the user positioning.
2. The management strategy of corporate brand.
3. A complete product line portfolio of industry advantages.
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