| Since the late 90's, China software market has been beset by pirated software. Piracy is rampant. It violated the intellectual property of legitimate software's owners seriously. It hindered the sales of legitimate software and the development of the domestic software industry. But due to the national conditions,at that time the awareness on intellectual property protection is weaker overall in China. The government didn't attach importance to intellectual property enough. The law for intellectual property was inadequate. All the reason lead the rights protection of software enterprises was difficulties and the sales revenue was so low.Microsoft as the largest business software provider, its various software products have many users in China, at the same time those were one of the most pirated software product. Legalization selling is one of the important sales approach for Microsoft in China. But In China's particular political, economic and social environment, which legalization strategy is the best, whether the time is ripe,what is the detail plan,…all the question is worth to study.This article starts with the features of the software product and the substance of software sales. It analyzes the effect of piracy on China's software market development and the status of software intellectual property protection in China. This article studied the background of Microsoft, stage of its development in the Chinese market, and the development of legalization policy amply. Based the above study, this article focuses on the feasibility of Microsoft software legalization strategy in China market. Including software legalization way, software legalization macroeconomic conditions, Microsoft legalization strategic planning principles and the specific content, etc. Through these analyses and studies, the end of this article for the actual structure and operation of Microsoft, came up with a complete, you can do the genuine marketing plan. This is also the innovation of this paper place. |
