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论文编号：	4576
作者编号：	2220101101
上传时间：	2012/9/18 16:03:18
中文题目：	我国中小型软件企业的营销策略与实施研究
英文题目：	Study on marketing strategy and implementation of the small and medium software enterprises in China
指导老师：	杨斌
中文关键字：	关键词：中小型软件企业 营销策略 实施保障
英文关键字：	Keywords: Small and Medium Software Enterprise Marketing Strategy Implementation guarantee
中文摘要：	20世纪90年代以来，信息产业已成为新一轮国际竞争中各国必争的战略制高点。信息化建设是我国实现工业化和现代化的必然选择，对于促进我国生产力的跨越式发展、增强综合国力和国际竞争力、维护国家安全具有重要意义。而软件是信息技术应用推广的核心，软件产业是信息产业中的关键，是衡量信息技术竞争能力的重要指标，在国民经济的各个领域中发挥着日益重要的作用。近年来，我国的软件产业取得了巨大的发展，大大小小的软件企业超过了两万家，其中有几十家已经具有了一定的规模和知名度，有些已经完成了公开募股，比如东软集团、用友软件等等。但是，我国绝大部分的软件企业规模依然较小，尤其是与大型跨国软件公司相比，还有不小的差距。特别是中小型软件企业，在当前激烈的市场竞争环境中，普遍存在研发能力不足、营销能力薄弱、品牌影响力低下、业绩不理想等问题。现代市场已不再由生产者主导，而早已进入买方市场阶段，企业日益面临激烈的竞争。这使得市场营销成为了企业的主要职责和任务，在其生产经营活动中处于日益重要的地位。管理学大师Peter Drucker曾说过：“市场营销是企业的基础，不能把它看作是单纯的职能。从营销的最终成果，亦即从顾客的观点看，市场营销就是整个企业。” 透视我国中小型软件企业的困境，其中很重要的的原因就在于这些企业在营销方面存在问题。大部分的中小型软件企业还停留在落后的传统营销阶段，已成为严重制约我国软件企业进一步发展的因素之一。因此，探寻有效的营销策略对于我国软件企业的健康发展有着重要的意义。因此，本文将针对我国中小软件企业在营销管理中存在的问题，以上海致达软件公司、宁波捷达软件公司和顺和达软件公司为调查对象，使用案例研究的方法，通过外部环境分析中的PEST分析和产业分析，以及内部环境分析的手段，分析当前我国中小型软件企业在营销方面的所面临的问题，进而制定出符合中小型软件企业状况的营销策划，具体包括目标市场细分和定位、综合营销策略（4P）和品牌策略、营销策略实施保障等方面。本研究成果将为解决我国中小软件企业的健康发展提供有益思路。
英文摘要：	In the new round of international competition, the information industry has become the world competition focus and strategic high ground, information technology is a necessary choice to achieve industrialization and is help for the promotion of productivity by leaps and bounds, and to enhance China's comprehensive national strength and international competitiveness, safeguarding our national security is of great significance. Software is the core of the application of information technology, and is an important indicator to measure information technology, and is the core of information industry, and play an increasingly important role in all areas of the national economy. Modern market is buyers’ market facing fierce competition, which makes companies’ marketing, has become the main duties and tasks and is located in an extremely important position in the production and business activities of enterprises. Well-known U.S. management expert Peter Drucker once said: "Marketing is the company's foundation; it can not be seen as a simple function. From the marketing of the final results, that is from the customer's point of view, marketing is the entire enterprise. " In recent years, China's software industry has made tremendous development, large and small software companies has been more than twenty thousand, and there are hundreds of which have already had a certain scale and visibility. However, most of software companies are small, especially compared with the large multinational software company, there is a large gap. In marketing, most of the center-based software companies are still in the stage of the traditional marketing, which severely restricts the further development of China's software companies, so exploring effective marketing strategy for China's software companies is imperative. Small and medium software enterprises in China compared to other industries, with a very different place; in the current environment, the face of fierce competition, although the market is huge, but the performance is not satisfactory. Through the analysis, one of the very important reason is that these enterprises in the marketing problems. Therefore, this research the following: in order to the Shanghai Zhida software company，Ningbo Jieda software company and Shunheda software company for the investigation of the use of case studies by external environmental analysis, PEST analysis and industry analysis, and internal environmental analysis means obtained of small and medium-sized software the problems faced in marketing, and then develop a marketing plan in line with the situation of small and medium-sized software companies, including the target market segmentation and positioning, integrated marketing strategy (4P) and brand strategy, marketing strategy, implementation of protection and so on. The result of this study can provide useful ideas to resolve the current dilemma of small and medium software company’s development.
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