Marketing Analysis And Strategies Of Enterprise Management-Software

Software industry is the core and soul of Information Industry. It has already become the focus and strategic commanding point in the new round of international competitions. Enterprise management software is the core in enterprise informationization. The domestic market of enterprise management software in our country is quite wide, the software technology and the R&D ability are strong, but a large number of software products have not realized the industrialization yet. This essay analyzes the situation about enterprise management software industry in China, analyzes the market environment and market demand, analyzes the international environment, and analyzes the strategy of development and marketing on the enterprise management software, which is to guide the marketing for the enterprises who operate enterprise management software.Firstly, the essay introduces the uniqueness of the software, consequently confirms the uniqueness of marketing of the software on this basis. Then it analyzes current situation of the enterprise management software and the development of major enterprise management software, and point out where software development and marketing should go. Comparing to Information Industry development mode in other countries, it draws the conclusion about the way enterprise management software industry in our country. After that, the essay analyzes the environment the software enterprises meet: policy environment, economy environment and competition environment. Finally, from the view of customers, the essay analyzes the demand situation and the state of market segments about enterprise management software.On the basis of early study on conditions, environment and demand, analyzes three kinds of representative modes of software with the theory in enterprise management, and strategy on development rules and development stage framework. After that, from the angel of technology economy, make analysis on general and customization and then undertake research into marketing strategy on value chains, project and E commerce, which could offer a favorable guidance to management software enterprise.The result displays that enterprise management software of China is limited by foreign basic software, and our enterprises are poor in scale and marketing ability. So marketing for enterprise software should begin with analyzing customer demand and environment, and studying development marketing strategy.