Study On Innovation Of Marketing Strategy In Mini-Type ISV

Leading in information industry, software industry is strategic industries, which affect greatly the national economic and social development. With development of information technology, rising diffusion rate and application level in domestic computer in these years, vast market in software industry is coming into being. More and more enterprises Specialized in software development appears in the process, of which over 60% of mini-type ISV (Independent Software Vendors) becomes the pillar colony of software industry development.Though some difficulties and problems in operation faced in mini-type ISV, the new and colonial ones, namely, innovation of marketing strategy in the mini-type ISV are discussed in the paper. Supported with the core of 4R strategy raised in the middle of the nineteenths, the author tries to seek the key points in operation of software marketing in mini-type ISV.The paper comprises six chapters, of which in the first one the basic condition of ISV is introduced; in the second one, the characteristic of operation in software industry of mini-type ISV enterprises including software product and the rational characteristic analysis in the software market; in the third one, firstly the late condition and situation of marketing innovation in mini-type ISV is introduced, secondly the other elements effected marketing of mini-type ISV are analyzed, at last the present mini-type marketing modes of ISV software product are summed up; in the fourth one, the specific measures in light of 4P strategy taken in rather software product than traditional ones are summed up, and the conclusion is made that in the new economic, flexibility of 4P strategy become relatively weaken, and therefore, innovation of marketing strategy to software product should be studied; In the fifth one, firstly mini-type ISV is oriented in the wide of software industry chain, secondly mini-type ISV's choices of marketing strategy are discussed, at last the selected and vectorial modes under gap analysis in mini-type ISV's diversity marketing strategy are put forward; in the sixth and the last one, the operation content of eight key factors of software marking under 4P strategy is put forward in innovative way, and the conclusion is made that the key to achieve the core marketing competence in software product should be, from the author's viewpoint, to develop the diversity competitive edge selected from the eight factors.