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论文编号：	10682
作者编号：	2120162867
上传时间：	2018/12/8 15:49:07
中文题目：	互联网条件下的传统软件企业营销模式转型研究
英文题目：	Research of Model Transformation from Traditional to Internet-based Software Marketing
指导老师：	刘向东
中文关键字：	软件营销；互联网化；互联网营销模式；传统软件企业转型
英文关键字：	software sales, internet-transforming, internet-based sales model, upgrading of traditional software company strategy
中文摘要：	软件是知识经济时代的一种独立的产品，传统软件企业的营销模式包括产品、服务专业化、差异性营销、集中性营销等，这种模式尽管取得了一定的发展，但存在模糊边界、冗长决策周期，用户难以重复购买等诸多问题。近年来传统企业通过提高品牌营销力度，增加渠道多元化，加强广告宣传，提升服务质量的方式增加营收，部分企业获得了一定成功。随着互联网的发展，互联网化对传统企业发展带来新的挑战，传统软件企业同样面临生死抉择和转型。互联网的产生将软件从独立的程序包装发展成为基于平台的相互关联的信息传播，改变了开发者，消费者和二者之间的中间商的关系。互联网背景下的营销活动，就是将产品及其相关信息发布于互联网平台，用户可以自主进行浏览和选择，这样扩展了企业的营销范围。这种营销看重新技术的应用和新的营销形式。尽管一些国外知名软件企业在互联网化转型中取得了一些经验，但国内传统软件企业在如何转型方面虽尽努力，但效果甚微。如何理解互联网化对传统软件企业带来的冲击，结合国内软件企业自身优势和国外软件企业成功经验，探索出国内传统软件企业互联网化转型的新路径，是本论文所要解决的问题。本文通过总结营销相关理论，采用文献检索分析、案例分析、对比分析、波特五力模型分析、PEST分析、SWOT分析等方法和工具，进一步分析在传统软件和互联网软件营销领域的典型案例，探讨当今前沿的用互联网营销模式创新。同时利用营销分析工具，通过对特征和营销模式的分析，明确相关影响和决定因素。通过数据对比、SWOT分析等多维度研究分析出传统软件企业营销模式的弊端和互联网模式的趋势必然性，并以国外互联网化转型较为成功的软件企业Oracle和国内知名软件企业东软集团为例进行对比分析，最终提出传统软件企业东软集团的营销模式转型思路。即：保持自身专业性的同时学习互联网营销模式，同时，避免在通用平台领域与优势的互联网厂商竞争，选择在己方擅长的专业领域做出创新发展。走一条最能发挥自身优势的数字化网络化精准营销转型之路。论文共分五章，第一章绪论、第二章相关理论回顾、第三章传统软件企业现状及问题分析、第四章国外软件互联网化软件企业转型及与国内企业对比分析、第五章国内软件企业互联网化转型的建议。
英文摘要：	The software is the individual product derivate from era of knowledge. Marketing models for traditional software companies include the specialization of products and service, differentiation of sales, concentrated sales, etc. They provide benefit on profit, however, the indeterminate boundary, expiatory determinate period, difficulties for clients to purchase the products are still the barrier for further development. Recently, corporate focus more on enhancing the force for marketing and sales, diversification of channels, devote more on advertising, enhancing the quality of product service, making more chance for profit. Emerging of internet-derived challenge promotes the packaged-software to the platform based information broadcasting, thus change the connection among the developer, consumer and intermediary. Internet-based software companies put more emphasize on application of new technologies and innovation of marketing and sales. They make better use of internet platform for their products-associated information. Customers can make their own decision for choice and consuming, thus expanding the marketing scale. Cases of international software companies have shown how they find way on individual marketing as well as diversification of channels, improving customers’ experience, promoting the transformation and upgrading of enterprise. However, difficulties exist in the national enterprises. Thus exploring a new pathway for traditional software companies upgrading in the main problem to be solved in this thesis. We review the theory of marketing and further analyze the case of traditional software marketing and sales as well as the internet-based company. Tools for marketing characteristic analysis are utilized to identify the determinate factors of successful marketing for further demonstrating that the continuously increasing of profit trend could be attributed to the supporting environment of political and business atmosphere, fast-development of techniques and high-recognition of customers on the products. Further conclusion on upgrading pathway for traditional company represents as to keep the professional practice and learn from the internet-based sales model. Meanwhile, strategically avoiding the competition in the general platform application with new companies. Five chapters are included: from the introduction, theory reviewing to status analysis for traditional software companies, comparing analysis on traditional and internet-based companies with upgrading as well as the possible solution on internet-transforming pathway for traditional software companies.
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