Open-source Software Companies Market Strategy Research

Software industry is the foundation of information and technological revolution. It combines with almost all the traditional industry and therefore is very permeable. The development of software industry greatly accelerates the improvement of equipment level and enhances the transformation of traditional industries. From 1990s, the rise of open source software (OSS) is rapidly changing the entire information industry's system environment and reshaping the development model of software industry. From the perspective of the 20 years development, OSS technologies gradually become mature and stable and arouse many companies' attention.Software enterprise is the core of software industry. It is a new type enterprise that is intelligence-and-capital-dense. OSS companies face good opportunity of the development, but the integrative competitiveness is weak and there isn't enough promotion for OSS. The external environment confronting the software firms is always full of uncertainty and complexity. How to base on its own resources, make and carry out feasible development strategies so as to improve competitive superiority is the question that every OSS firm must face and try to find an accurate answer.At present, during the fierce discussion and analysis about OSS, the majority of scholars analyze it from the perspective of macro-economics and the national policy, this paper will research the OSS companies' marketing strategy in China market in view of commercial enterprise. First of all, this paper analyzes the OSS companies' macro-and microenvironment in China and expatiates on the OSS companies development trends and prospects; secondly, it studies the OSS consumers more fundamentally and extensively, also analyzes the characteristics of Chinese OSS consumer behavior; thirdly, it expatiates on the differences between OSS and traditional commercial software, it studies the OSS companies market segmentation and target market selection and positioning, proposing the strategy that the companies can achieve differentiation and low-cost; Finally, it takes an OSS company which is at the upper middle level in the industry as an example so that demonstrates the marketing strategy for the OSS companies.