Study On Marketing Strategy Of Chinese Software Enterprises

Software industry is the core and soul of the information industry. It has already become the focus and strategic commanding point in the new round of international competitions. Software is absolutely necessary in people's daily lives and has become quite indispensable to the company. The domestic market of software in our country is quite wide, the research and development ability of the software technology have become much stronger than before, but to software company in our country, several problems in marketing should arouse our attention: poor marketing consciousness, serious lack of deep products, homogeneities of low-end products, simple profit-making mode, low level of channel construction and management, being scant of new software value-added services, limited products'impact on international market, lag-management in Strategy of Public Relations Management and so on. This thesis analyzed the situation about software industry in China, including the marketing environment, market demand, economic environment and competition environment of software. Based on this, a series of marketing strategies which could be adopted by Chinese software enterprises had been put forward, such as constructing advantages in competition through product differentiation, strengthening the cooperation among Chinese software enterprise, establishing international cooperation strategy, developing vigorous software outsourcing, perfecting e-marketing strategies. The purposes of this thesis are: to table a practicable proposal for marketing supervisor, to offer reference in optimizing market competition order management and in speeding up Chinese software industry's internationalization.