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Company Of Our Country Software Product Marketing Strategy Research

Posted on:2013-05-28Degree:MasterType:Thesis
Country:ChinaCandidate:Y ZhangFull Text:PDF
GTID:2249330371479934Subject:Business Administration
Abstract/Summary:PDF Full Text Request
The rapid development of the information technology is the core of internationalcompetition, and the informatization development is inseparable from the development ofsoftware, software enterprise information technology development and product research anddevelopment, the core competitiveness of products are deciding our country informatizationdevelopment speed and quality. China’s software market is quite broad, product research anddevelopment capabilities and technical ability needs improving, software product diversity andpracticality has yet to be further improved, and some software products did not achievelarge-scale commercialize and industrialization. This article through to the enterprise softwareresearch, industry analysis, software product characteristic and product marketing research forsoftware enterprises to provide effective marketing guide.Analysis of the characteristic of software product and software market classification, aswell as the software industry to develop the current situation and development trend. As akind of knowledge, very special commodity, software product the information products andother goods entities are very different in that it is invisible, can be copied andshared.Software product belongs to the special products, technical strong, complex content,product price is high, the business cycle is long. As commodity and home appliance,software product general is standardized, does not involve complex business processes andoperations, the user is easier to receive and use. The particularity of the software will affectuser’s acceptance of time, often have a transition period, the ability to experience and arefamiliar with the software function and operation of the process. According to thecharacteristic of software software sales market is divided into: set the market, OEM marketand system integration market three large.These policy of the country to create a goodenvironment for software industry. China’s software industry after years of development,achievement strikings.The "fifteen" period, Chinese software industry obtained rapiddevelopment, industrial scale has been expanded, software exports continued to rise, thesoftware enterprise management and innovation ability to obtain apparent progress, software talent develops gradually grow.Through the software enterprises in size and degree of credit, the standardization andthe personnel and policy environment to the enterprise present situation analysis.Chinesedomestic software and service is still modest, not strong, although the Chinese softwareindustry market size by individual state calculation has been second only to the United Statesof America,But including foreign software companies in China sales income and foreignsoftware company’s sales income, real domestic software and service sales income is only asmall part of them; followed by the Chinese software industry is not self-contained,important basic software almost all rely on imports, China software enterprises are mostly inthe imported software in the application development platform, software technology services,system integration in areas such as, Chinese enterprise also is often engaged in low-endbusiness; once again, although the number of software enterprises in China, but the size isgenerally small, China is not a world software power.Through our country software enterprises, brand strategy, product strategy, marketingstrategy and channel strategy analysis summarize our country enterprise software productsmarketing strategy. At present, most of the domestic software company dimensions slantssmall, funds is weak, and there is a high degree of homogeneity of the marketing strategymodel, channel and brand marketing, lack of new product core advantage is not clear waitfor a problem. Therefore, only carefully study the software industry characteristics, in orderto find a breakthrough software marketing difficulties, in order to lower the operating coststo the rapid development, to occupy a greater market share and profit.Through the analysis of marketing environment, enterprise software and products andthe economic environment, legal environment and internal environment relationship.Software enterprises must form a set of suitable software marketing scheme. By finding,analysis, evaluation of new market opportunities, found in favor of development of themarketing opportunities, from the establishment of the target market. Enterprise softwarethrough software marketing group and will be able to control all marketing factors for theintegrated use, reduce software products, sales channels, software, software four aspects ofmarketing price. Software marketing mix refers to the combination of supporting the use of product strategy, channel strategy, price strategy and the promotion strategy, fully meetcustomer needs and achieve the goal of software enterprise management target.Through the above analysis, combined with the practice and make appropriaterecommendations, for software enterprises in our country and product marketing mayprovide reference materials.
Keywords/Search Tags:Software company, Software market, Marketing strategy
PDF Full Text Request
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