Present Situation, Problems And Countermeasures Research Of China Software Enterprise's Marketing Channel

The development of information industry and technology innovation is the prominent character of the knowledge-economic era. The appearance of the computer, make the world change greatly. The software, as the centre of the computers, is beginning to control our new developing world with changing our daily life imperceptibility. Marketing of software is a new field that has been come forward with the knowledge-economic coming. The uniqueness of the software and the character of software market make its market policy differ from common commodity. The character of competition and software market in our country suggest that software companies of China should focus their mind on the constructing and management of marketing channels.This thesis has analyzed the structure of software market in china, the software enterprise's competition of the market, and the status of marketing channels of Chinese software companies. Based on this, the thesis point out the problems faced by Chinese software companies in their marketing channels management, and then put forward some suggestions to solve these problems form three aspects-channel member management, channel conflict and channel structure.