Study On The Marketing Strategy Of Thunisoft' Software Products For The Court Sector

At present, because the higher content of science and technology of software products, product development and technological innovation play an absolutely important role in enterprises' operation; very few of the enterprises that merely focus on the technology but neglect marketing, especially those small and medium-sized software companies, have studied and formulated their own marketing strategy because of the limitation of scale, financial capacity and knowledge; the result is these enterprises' marketing target is not clearly defined, and the marketing activities are carried out in a quite blind and disordered way. The fundamental reason is the insufficient understanding of the importance of marketing strategy and the unfamiliarity with the method to work out the marketing strategy. Therefore, it is of great importance to study the marketing strategy of small and medium-sized software companies.During the research and formulation of marketing strategy for the series of software products that produced by Beijing Thunisoft Co., Ltd. (small and medium-sized software company) and will be used in the court sector, the author applies the scientific theories for guidance in line with the actual condition of the company, and conducts a careful investigation as well as analysis, especially including the analysis method of scoring the company's each index. The aim is to formulate a scientific and effective marketing strategy of Beijing Thunisoft Co., Ltd's series of software products used in the court sector by implementing a detailed and categorized investigation and research of the competitors in the same industry, and locking-in the target market in accordance with its actual condition.The dissertation is divided into five parts: part one is a brief introduction to Beijing Thunisoft Co., Ltd; the second part explains the relative theories of marketing; the third part provides an analysis of the present marketing situation of the series of software products used in court sector; part four is about the marketing strategy formulation of the series of software products used in court sector; and the last part concentrates on the implementation of the marketing strategy.The study on this subject promotes the further development of Beijing Thunisoft Co., Ltd; meanwhile, this dissertation also works as a certain kind of reference to the marketing work of software enterprises, particularly the small and medium-sized software companies that similar to each other in scale and operation nature.