教育软件市场细分研究和营销策略

Study on Education Software and Marketing Tactics

教育软件包括课程类软件和学习类软件。目前的教育软件市场存在的问题是：品种少，适用面窄。教育软件作为一种特殊的商品，它的开发和销售也应该与普通商品一样，首先是在市场调查的基础上进行市场细分，确定目标市场，然后根据不同的目标市场制定不同的营销策略。教育软件市场应细分为学龄前儿童市场、中小学生市场、大学生市场、成年人市场和老年人市场，并提出了教育软件的营销策略。

Education software includes course software and learning software. Problems presently existed in the education software market are less kinds and narrow sides. The education software,as a special goods,should has a same way of development and marketing as that of common goods. The first step is to study it on the basis of investigation of market to determine the target market,then make the different marking tactics in accordance with different target market. In the paper,the education market consists of the markets of the children bdfore school age,primary and middle schools,students and adult,and also gives the marketing tactics of education software.