论文标题:企业管理软件市场分析与营销策略
Marketing Analysis and Strategies of Enterprise Management-Software
论文作者 钟鸣
论文导师 王卫华,论文学位 硕士,论文专业 管理科学与工程
论文单位 中国农业大学,点击次数 137,论文页数 91页File Size6675k
2005-03-01论文网 http://www.lw23.com/lunwen_176803567/ 企业管理软件;软件市场分析;软件开发策略;软件营销策略
Enterprise Management-Software; Software Marketing; Software Development Strategies; Software Marketing Strategies
信息产业已成为世界新一轮国际竞争的焦点和战略制高点,软件产业在信息产业中处于核心地位,企业管理软件是企业信息化的核心。我国国内企业管理软件市场相当广阔,软件技术和产品的研发能力也比较强,但有大量的软件产品尚未实现市场化和产业化。本文通过我国企业管理软件行业状况分析、市场环境分析、需求分析,以及国际环境分析,并在上述分析的基础上研究了企业管理软件开发和营销策略,为企业管理软件公司营销提供指导。 本文首先阐述了软件的独特性,从而说明软件营销的独特性。接着对企业管理软件进行市场分析。企业管理软件现状和目前主流企业管理软件发展情况分析,为软件开发和营销指出发展方向;与其他国家信息产业发展模式对比,指出我国企业管理软件行业可能发展道路;分析企业管理软件开发企业遇到的各种环境:政策、经济和竞争。最后从客户角度分析了企业管理软件需求状况和市场细分状态。 根据软件的特性,在前面市场分析的基础上,本文后半部分从开发和市场两个方面详细讨论了企业管理软件的营销策略。 根据企业管理理论,分析了管理软件的三种典型开发模式。再从营销角度,详细论述了企业管理软件的开发规则策略和开发平台架构策略。 最后在前面分析和论述基础上,从管理软件开发的技术经济角度出发,分析通用和定制方向策略;然后从价值链营销、系统营销和电子商务几个方面讨论了营销策略。 通过这样的系统分析,力图为企业管理软件公司的软件营销提供指导。研究结果表明,我国企业管理软件受制于国外基础软件,并且相对国外管理软件还很弱小。管理软件的营销必须从用户需求分析和环境分析开始,同时要对开发营销策略予以特别的关注。
Software industry is the core and soul of Information Industry. It has already become the focus and strategic commanding point in the new round of international competitions. Enterprise management software is the core in enterprise informationization. The domestic market of enterprise management software in our country is quite wide, the software technology and the R&D ability are strong, but a large number of software products have not realized the industrialization yet. This essay analyzes the situation about enterprise management software industry in China, analyzes the market environment and market demand, analyzes the international environment, and analyzes the strategy of development and marketing on the enterprise management software, which is to guide the marketing for the enterprises who operate enterprise management software.Firstly, the essay introduces the uniqueness of the software, consequently confirms the uniqueness of marketing of the software on this basis. Then it analyzes current situation of the enterprise management software and the development of major enterprise management software, and point out where software development and marketing should go. Comparing to Information Industry development mode in other countries, it draws the conclusion about the way enterprise management software industry in our country. After that, the essay analyzes the environment the software enterprises meet: policy environment, economy environment and competition environment. Finally, from the view of customers, the essay analyzes the demand situation and the state of market segments about enterprise management software.On the basis of early study on conditions, environment and demand, analyzes three kinds of representative modes of software with the theory in enterprise management, and strategy on development rules and development stage framework. After that, from the angel of technology economy, make analysis on general and customization and then undertake research into marketing strategy on value chains, project and E commerce, which could offer a favorable guidance to management software enterprise.The result displays that enterprise management software of China is limited by foreign basic software, and our enterprises are poor in scale and marketing ability. So marketing for enterprise software should begin with analyzing customer demand and environment, and studying development marketing strategy.
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