wondershare软件公司市场营销战略浅析

上海交通大学硕士学位论文WONDERSHARE软件公司市场营销战略浅析姓名：吴太兵申请学位级别：硕士专业：工商管理(MBA)指导教师：黄采金20050109WondershareWondershareWondershare6Wondershare12WondershareWondershare6SWOTSTPWondershareWondershareWondershareWondershareProduct(Price)(Place)(Promotion)WondershareWondershare50THEMARKETINGSTRATEGYRESEARCHOFWONDERSHARESOFTWAREABSTRACTSoftwaremarketingisveryimportantforsoftwareenterprises.Chinaattachesveryhighimportancetosoftwareenterprisesandsupportstheminvariousareas.Underthissituation,howtomakegoodsalesofsoftwareprogramsisbecomingmoreandmoreimportant,especiallyfortheonesindependentlydevelopedonourown.TheauthordoesabasicanalysisonthemarketingstrategiesoftheWondershareSoftwareCompany.Fromtheenterprise’spointofview,theauthorstateshisargumentsinthreesteps:bringupasubject,analyzethesubjectandthengivethesolution.Inthefirststep,thisthesisgivesthebasicinformationoftheWondershareSoftwareCompanyincludingitsstructureandcharacteristics.Andthentheauthoranalyzestheexistingproblemsofthecompany,liststhesixmainmarketingproblemsthatneedtobesolved,andmakesanearfuturegoal.Inthesecondstep,theauthoranalyzesthekeysuccessfactorsthatWondershareshouldconsiderinordertoachievesuccessandabstracts12keysuccessfactorsinthemarketingarea.ThenhestatesthecurrentsituationandthedevelopmenttendencyofbothdomesticandforeignsoftwarecompaniesandpointsoutsomeexistingproblemsofChinasoftwareindustry.Tobetterunderstandtheinnerandoutenvironments,theauthoranalyzestheenvironmentsbothinmicroscopicaspectandmicroscopicaspect.Inmicroscopicaspect,theauthorfocusesonpopulationenvironment,economyenvironment,politicsandlegalenvironment,cultureenvironmentandtechnologyenvironment.Inmicroscopicaspect,theauthordoesacomprehensiveanalysisoncompany’sownabilities,suppliers,agents,consumers,competitorsandmarketingadministrators.Basedontheaboveanalysis,theauthorassetsthesixmarketingproblems,analyzesthecurrentSWOTsituationofthecompanyandsummarizesitskeysuccessfactors.Inthethirdstep,theauthorfirstlysubdividesthecurrentmarketofWondershareusingSTPanalysismethodandmakesclearthemarketingpositionofthiscompany.Thentheauthorintroducesthemarketingstrategyintheaspectsofmarketingstructure,marketingHRmanagement,marketingprogramimplementationandmarketingachievementsevaluation.ThenauthorstatesthestrategiesWondershareshallfollowinproduct,price,place,promotionandserviceemphasizingespeciallytheimportanceofcyber-marketing.Attheendofthearticle,theauthoralsobrieflyintroducestheresultsofallthesestrategiesstatedabove.Therearethousandsofsmallandmedium-sizedsoftwarecompaniesthatarelessthan50personsinChina.Today,thecyber-economyisboomingandtheintegrationoftheworldeconomyisdevelopingveryfast.Tofindawayoutofpiratingandtoimprovetheircompetitionabilitiesbothinsizeandcompetitioninordertobeabletoplayanmoreimportantpartintheworldwidemarketandsoftwareindustryisatoughproblemfacedbyboththegovernmentandtheenterprises.Theseenterprisesmightbeabletofindsomeusefulpointsinsettingupnewmarketingstrategiesfocusingoncyber-marketingandenhancingthemselves.KEYWORDS:SOFTWARE,MARKETING,STRATEGY20051920702070SWOTSTP()WondershareWondershareWondershareWondershare()MBA.11.1Wondershare1.1.1Wondershare20035030401.1.21Email/2MBA.23----4,,1.1.325OEMMBA.31.1.4Wondershare201PTV23OEM41.2Wondershare1?MBA.42?34OEM5?61.3WondershareWondershare1.3.1WondershareWondershareMBA.51.3.2n1000800OEM200n10OEM100n20%OEM30%PCOEMn1.3.35n30002500OEM500n50OEM500n30%OEM40%PCOEMnOEMMBA.67Wondershare2.1Wondersharen?n?n?Wondershare2.1.1Wondershare(DELPHIMETHOD)1960(RAND)(OLAFHELMER)Wondershare182WondershareMBA.734Wondershare5(3)(4)20046200482.1.2Wondershare12345Wondershare6WondershareMBA.878Wondershare91011Wondershare12Wondershare2.1.3Wondershare1Wondersharel1Wondershare1Wondershare112IT1MBA.923WondershareWondershare2.22.2.1170,80,90,1993199812.18%20037950200214%GDP2%31009%242077010%8%25250%20050.4%,,,SUNMicrosoftMBA.10ERPSCM2LinuxLinuxLinuxLinuxIBMLinuxIBM60%ERPCRMSCM1998200136.6%MBA.112.2.21801995681996921997112199813819991762000230200131570050005070%10005019951518670%61%2(20022005)(200247)20052500200211002003160030%200421002005250020063300MBA.12nnLinuxnnnn3nnnnnnnuWondershare2.3//2.3.1MBA.132001112001205050%61931501.3%7700621%205085%195046663204520502.171.616200012.6()198261.52000361.1Wondershare2.3.220032004MBA.14IMF20033.2%3.0%20044.1%4%20037950200214%GDP2%31009%242077010%8%IT199620008.0%200120027.8%8.0%2002Wondershare2.3.3Wondershare2.3.4MBA.15/PDAWondershare2.3.590CCD()CMOS200237.8%255020034500200470002002~0623.6%200812002236614.3%WondershareMBA.162.42.4.11WondersharePTVPTVMPEGDVD/VCDAuthoringDVD/VCDWondershareDVDPowerPoint2DVDFlashOnTVPTVVCDSVCDDVDDVDVCDPTVPTVPowerPoint2DVDMS-PowerPointDVDFlashOnTVFlashMTVVCDDVDMBA.17V3.0PTVV1.0PowerPoint2DVDV1.5PowerPointDVDFlashOnTVV1.0FlashDVDFoxshareFoxsharePowerPoint2DVDFlashOnTVWondershare2OEMUS$49.95168USD$0.85US$29.9568USD$0.55PowerPoint2DVDUS$99.99FlashOnTVUS$39.95OEMMBA.18OEM345WondershareAdobePinnacleUlead6WondershareWondershareMBA.19WondershareOEMWondershareOEMPCWondershareWondershareOEM78MBA.209Wondershare0.88523215Wondershar