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| 论文编号： | 1457 | |
| 作者编号： | 2120072155 | |
| 上传时间： | 2009/12/1 9:29:08 | |
| 中文题目： | 行业软件企业营销组合策略研究| | |
| 英文题目： | The Study on Strategies of Ind | |
| 指导老师： | 张永强 | |
| 中文关键字： | 行业软件企业 营销策略设计 营销 | |
| 英文关键字： | Industrial Software Company, M | |
| 中文摘要： | 随着科学技术的高速发展，尤其是当代信息和计算机技术的迅猛突破，信息化应用的需求越来越高且逐渐深入，进而推动了软件市场，尤其是行业信息化应用——行业软件市场的高速发展，市场的竞争也更加激烈。在这种形势下，行业软件企业要想在竞争如此激烈的市场中占有一席之地，除了不断地研发具有自主知识产权的核心技术外，还必须辅佐以先进的市场营销技术。因此，行业软件产品营销策略对于行业软件产业显得尤为重要。 本文首先分析了我国行业软件的发展状况和市场竞争状况，总结了目前行业软件产品营销中存在的常见问题，如产品研发过程中技术导向误区、价格制定缺乏灵活性、渠道设置满足不了服务要求、渠道冲突以及促销方式老化等问题，指出了存在以上问题的原因是营销理念误导、缺乏对市场的了解和渠道控制不力等。然后，本文结合国内外行业软件产品营销理论给出了针对相应问题的解决办法和策略。最后，文章结合A公司的YMS软件的营销案例具体说明了行业软件产品营销的整个过程。 本文采取以规范研究为主，结合实证分析的研究方法，运用了管理学和营销学中的相关理论，结合了组织间营销、大规模定制营销及客户关系管理理论，在分析软件产业的特点和发展状况下提出了行业软件产品营销的建议，即调研应先于产品研发并应贯穿于研发之中、正确定位各级渠道成员的角色、采取适合软件产品的案例营销方法等建议。 本文共由四个部分组成。第一部分说明了中国软件产业及行业软件的发展现状和未来潜力，并对行业软件营销相关的营销理论进行了简要回顾。第二部分对于软件及行业软件的定义、分类与特征做了介绍，描述行业软件的营销特点，并分析了我国行业软件的营销现状及问题。第三部分针对行业软件营销中存在的问题，从产品、价格、渠道、促销及服务上提出了营销策略。第四部分以A公司的行业软件作为案例，来具体说明营销策略的实际应用。同时在最后对于本文所研究的问题进行了总结。 关键字：行业软件企业 营销策略设计 营销组合策略 | |
| 英文摘要： | With the incredible progress in Information Technology and Computer Science development, Information Technology Applications have been demanded greatly. The software market, esp. the industrial software market has been promoted along with the progress. With such a market, the makers of industrial software have to develop their core competence in order to possess the market share in terms of the core application techniques and marketing skills. The good strategy of industrial software marketing is important to the all software makers. In this essay, firstly, I analyze and research the marketing status and development of industrial software; secondly, I summary some problems of marketing of industrial software and analyze the reasons, which are misunderstanding of market, channels could not meet demands of software service and inflexible promotion; lastly, research recent theories oversea and domestic and use them to solve problems. it emphases marketing in R&D, the important of test marketing, several valuable methods of test marketing, proper price methods, the process of establishing channels, methods of solving collision in distribution and the promotion of software. The methods of this essay are criterion research and demonstration research. The theories of B2B marketing, Mass Customization marketing and CRM were exploited. Some suggestions about industrial software are given in this essay and hopefully they are helpful for marketing of industrial software. There are four parts consist this essay. The first part states the current status of software industry development in China and explains the potential status in future, and has a review of related marketing theories. The second part gives the definition and classification of the software, and introduces the characterizations of it. Then the analysis of the marketing problems appears in this part. The third part recommends the whole combination and its collaborations from the aspects of product, price, place and promotion based on the analysis of the problems. The last part conducts a case study and summarizes the whole essay. Keywords: Industrial Software Company, Marketing Strategy Design, Policy of Marketing Mix | |
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