作者：&作者本人请参看导师姓名：&学位授予单位：&授予学位：硕士学位年度：2009专业：&关键词：&&&&&摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。）二十世纪九十年月，软件家当在全球迅猛成长，不只年夜幅进步了国度经济全体运转效力，其本身也构成了宏大范围，拉动公民经济指数赓续上升。跟着信息技巧的成长，软件家当势必成为权衡一个国度综合国力的主要标记。而常识经济的疾速成长，不只为软件产物开辟供给了更辽阔的平台，也令人们对软件产物运营发卖的看重水平年夜年夜进步，软件营销就是随同常识经济而涌现的营销新范畴。信息化社会的加快树立，将软件营销实际研讨和理论运用推上了一个新的台阶。我国软件业的成长速度曾一度令世界注视，而最近几年来，跟着国外软件公司的年夜举入侵和金融危机的冲击，平易近族软件企业面对着严格的市场营销情势。特殊是2008年以来的金融危机，活着界规模内调剂了软件业的格式，为我国软件业带来了机会和挑衅。在此配景下，本文将营销学经典实际与企业运营现实相联合，对软件企业的营销战略停止了深刻研讨。文章起首商量软件产物的特别性质，其简直为零的边沿本钱决议了软件业的高利润率，同时也给企业带来了伟大的竞争压力，进而采取PEST剖析法研讨了我国软件企业的内部情况，并基于波特“五力模子”剖析了企业成长面对的压力与挑衅。在此基本上，本文以为平易近族软件企业若要完成连续成长，研发新产物虽然主要，但在现有基本上制订一套合适企业成长的营销战略才是最快捷、最有用的成长门路，并进一步提出我国软件企业应采取多身分相联合的营销战略，即计谋经济学家罗姆·麦卡锡提出的4P营销组公道论，并辅以新兴的公共关系营销和口碑营销战略，以顺应国际庞杂多变的市场情势。文章最初联合TS软件公司胜利营销的案例，将4P实际进一步详细化和理论化，为宽大中小型软件企业完成连续成长供给了无益的摸索，也为我国软件行业做年夜做强供给了新的思绪。二十一世纪是一个瞬息万变的时期，跟着收集的进一步普及和信息技巧进级换代的加速，软件在经济社会成长中仍有伟大的市场空间。软件营销作为一个新的营销范畴，今朝还不成熟，跟着古代科技的飞速成长，软件业营销战略会日趋多元化，新的营销办法和理念也会赓续发生，软件企业营销战略研讨的深度和广度势必进一步拓展。Abstract:In the 20th century, 90 years, rapid growth of software possessions in the world, not only on the eve of the picture progress all national economic operation effect, its also constitutes a huge, boosting the national economy index rises ceaselessly. Along with the development of information technology, software industry will become the main mark to measure a country's comprehensive national strength. And the rapid growth of knowledge economy, not only for the software product development provides a wider platform, but also to the software product sales value level of the eve of the big progress, software marketing is accompanied by the emergence of knowledge economy and marketing new areas. Accelerate the establishment of the information society, the practical research and application of software marketing has pushed up a new level. The growth rate of China's software industry has made the world look, and in recent years, with foreign software companies in the world for the invasion and the impact of the financial crisis, the national software enterprises in the face of strict marketing situation. Especially since the financial crisis in 2008, the world has adjusted the format of the software industry, which has brought opportunities and challenges to the software industry in China. Under this background, this paper will combine marketing theory with the reality of enterprise operation, and the marketing strategy of the software enterprise has been studied deeply. The special properties of the chapeau to discuss software product, almost zero marginal cost determines the software industry's high profit margins, but also bring great competition pressure to the enterprise, and then take the PEST analysis and study of software enterprises of our country internal situation, and Porter's "Five Forces Model", based on the analysis of the enterprise to grow up and face the pressure and challenges. On this base, the paper thinks that the development of new products is the most efficient and effective way to develop a new marketing strategy, which is based on the marketing strategy, which is the combination of strategy and marketing strategy, which is based on the 4P marketing strategy. In the first joint TS software company's successful marketing case, the 4P will be further detailed and theoretical, for the wide and large and medium sized software companies to complete the continuous growth of a useful exploration, but also for China's software industry to do a strong supply of new ideas. Twenty-first Century is a rapidly changing period, followed by the further popularization of information technology and the acceleration of information technology, the software in the economic and social development is still a great market space. Software marketing as a new marketing category, the current is not mature, followed by the rapid growth of ancient science and technology, the software industry marketing strategy will have become more diversified and new marketing methods and philosophy will ceaselessly, the depth and breadth of the software enterprise marketing strategy research is bound to further expand.目录:中文摘要3-4Abstract4第一章 绪论7-9&&&&1.1 研究背景及意义7-8&&&&1.2 研究目的、内容及研究路线8-9第二章 软件行业的特征及软件营销9-14&&&&2.1 软件产品的特点9-11&&&&2.2 软件企业的特点11-12&&&&2.3 软件营销理论概述12-14第三章 我国软件行业的发展14-23&&&&3.1 产业规模继续扩大14-15&&&&3.2 结构调整成效显著15-18&&&&3.3 东西部地区发展存在差异18-20&&&&3.4 软件出口与外包业务持续增长20-21&&&&3.5 软硬件融合趋势增强21-22&&&&3.6 各类企业分化明显22-23第四章 金融危机对软件业的影响23-27&&&&4.1 金融危机对软件业的负面影响23-24&&&&4.2 金融危机对软件业的积极影响24-25&&&&4.3 金融危机形势下软件业的新格局25-26&&&&4.4 金融危机对软件市场的具体影响26-27第五章 我国软件业营销环境分析27-38&&&&5.1 软件行业的外部环境27-30&&&&5.2 软件企业的内部环境30-31&&&&5.3 软件营销的竞争环境31-33&&&&5.4 软件营销应重视的问题33-35&&&&5.5 新环境对我国软件业的挑战35-38第六章 我国软件企业的营销策略38-47&&&&6.1 STP 营销38-39&&&&6.2 我国软件业的市场细分和目标市场定位39-41&&&&6.3 软件企业的营销策略41-47第七章 TS 公司成功营销案例47-52&&&&7.1 TS 公司STP 分析47-48&&&&7.2 TS 公司新的营销策略48-51&&&&7.3 TS 公司取得的成效51-52第八章 我国软件业营销前景展望52-53结论53-54参考文献54-56致谢56原价：￥20.00元折价：￥5.00元分享到：参考文献[1].王若玢.[D].北京印刷学院.2015[2].周怡玲.[D].北京印刷学院.2015[3].王丽.[D].北京印刷学院.2015[4].陈妙.[D].北京服装学院.2015[5].谭小溪.[D].北京服装学院.2015[6].刘洋.[D].北京服装学院.2015[7].孙舒颖.[D].北京服装学院.2015[8].谭韶云.[D].对外经济贸易大学.2004[9].黄胤英.[D].中国社会科学院研究生院.2014[10].邓晓爱.[D].首都经济贸易大学.2014[11].刘天铮.[D].四川师范大学.2014[12].叶婷婷.[D].浙江工商大学.2014[13].鲁卓.[D].首都经济贸易大学.2014[14].汪明华.[D].苏州大学.2014[15].陆扬.[D].苏州大学.2014