软件企业产品市场营销策略研究

The Research About the Marketing Strategy of the Software Product

软件产品与普通产品相比 ,有其独特的特点。因其特性 ,软件企业在销售软件时采取的营销策略必然与普通产品的营销策略不同。分析软件产品、软件市场需求的特点 ,应用较符合软件产品的整合营销理论 (4C理论 )研究与探讨软件产品的营销策略及应采取的对策 。

The software product has special characteristic in contrast with the common product.So the software enterprise's marketing strategy on the software product must be different from the marketing strategy on the common product.It is very important for the software enterprise to win the market by analysing the characteristic of the software product and its market demand,applying the right integration marketing theory(4C) to research the marketing strategy.