百年大计，教育为本。近几年，关于教育政策的文件越来越多，国家对教育 的投入也越来越多，始终坚持把教育摆在优先发展的位置。本科和职业教育改革 的要求，需要不断的加强校企合作。院校内涵建设和信息化建设在政策的引导下， 对于内涵层深度结合的需求也不断提升，为从事教学实训软件行业的企业提供了 一个良好的发展机遇。营销是企业发展中最重要的环节之一，只有根据公司情况 找到符合公司发展的营销策略，企业才能更好地生存和发展。新道公司作为一家 教学实训软件提供商，机遇与挑战并存。如何在激烈的市场竞争中，采取行之有 效的营销策略，提高市场占有率，成为新道公司发展的重大课题。 本文基于市场营销学专业知识，综合运用文献研究、问卷调查、实地访谈等 方法确定新道现阶段发展情况以及营销策略的基本状况。通过对公司营销现状和 用户意见的搜集分析，发现其中存在的问题和不足之处，主要包括公司产品体系 不能满足客户个性化的要求、产品的定价不合理、销售渠道有限等问题。通过实 地访谈针对发现的问题进行原因分析，最后通过产品策略、价格策略、渠道策略 和促销策略四个层面提出对应的策略，主要包括：丰富软件产品形态、设计模块 组合定价、运用服务租用定价、开展竞争定价、扩展软件销售渠道、谋划战略型 促销和实施战术级促销等方法，为公司营销组合策略调整提供切实可行的参考意 见。希望通过本研究，可以优化公司营销策略，提升公司的营销能力，对公司的 营销活动起到积极的促进作用，帮助公司快速发展。同时对同行业其它公司在营 销策略优化上具有一定的借鉴价值。 关键词：教学实训软件；目标市场战略；营销组合策略 II Abstract Education is the foundation of a long-term plan. In recent years, there are more and more documents on education policy, and the state has invested more and more into education. Education has always been given priority to development. The requirements of undergraduate and vocational education reform, we need to constantly strengthen school enterprise cooperation. Under the guidance of policy, the demand for the in-depth integration of connotation level is also increasing, which provides a good development opportunity for enterprises engaged in teaching and training software industry. Marketing is one of the most important links in the development of an enterprise. Only by finding the marketing strategy in line with the company's situation can the enterprise survive and develop better. As a teaching and training software provider, Seentao Technology Co.,Ltd. is not only facing new development opportunities, but also facing great challenges. How to make appropriate product marketing strategy and seize more market share in the deteriorating market competition is the current dilemma of Seentao Technology Co.,Ltd.. This paper is based on the basic theory of marketing, using literature research, questionnaire survey, field interviews and other methods to clarify the company's current development and marketing strategy overview. Through the analysis of the company's current marketing situation and user's opinions, we find out the existing problems and deficiencies, mainly including the company's product system can not meet the customer personalized requirements, the company's marketing concept is old, unreasonable product pricing, limited sales channels and other issues. Through on-the-spot interview, this paper analyzes the causes of the problems, and finally puts forward corresponding adjustment and optimization suggestions from four aspects: Product Strategy, Price Strategy, Channel Strategy and promotion strategy, it mainly includes: enriching software product form, designing module combination pricing, using service lease pricing, developing competitive pricing, expanding software sales channel, planning strategic promotion and implementing tactical promotion, etc. , for the company's marketing mix strategy adjustment to provide practical and feasible III reference. I hope that through this study, we can optimize the company's marketing strategy, improve the company's marketing ability, play a positive role in promoting the company's marketing activities, to help the company's rapid development. At the same time other companies in the same industry in the optimization of marketing strategy has a certain reference value.