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I用友软件市场营销策略分析摘要中国管理软件市场经过了近十年的发展已经从“上ERP可能早死，不上ERP等死的”尴尬局面中摆脱出来，进入了高速发展的时期，企业信息化势在必行，管理软件已经成为企业长期发展的必要战略之一。因此对中国本土的管理软件市场营销策略的研究是一个非常具有现实意义的课题。本文充分利用现有的研究成果，经过调查和分析，遵循理论分析与实际调研相结合的原则，利用营销学、管理学等学科的相关理论和方法进行综合研究。通过对管理软件的营销环境分析和营销现状分析，结合用友软件市场营销策略现状，提出当前用友软件市场营销策略存在的主要问题,并提出了策略实施的改善措施。为用友软件和其他管理软件供应商更好的开展营销工作提供参考和建议。关键词：管理软件用友营销策略IIAStudyontheMarketingstrategyofUFIDASoftwareAbstractAfternearly10yearsofdevelopment,theChinesemanagementsoftwaremarkethasgottenoutoftheembarrassedsituationofuseERPmaydieearly,notuseERPwilldie,thengetintoahigh-speeddevelopingperiod,theenterpriseinformationizeisimperative,managementsoftwarehasbecomeoneofthenecessarystrategyforlong-termdevelopmentoftheenterprisewhichhasmadeindeliblecontributiontolocalChinesesoftwarevendors.Therefore,thedomesticmarketingresearchformanagementsoftwarehasjustbegun.Thispapermakefullyuseoftheexistingresearchresults,afterinvestigationandanalysis,followthetheoreticalanalysisandtheprincipleofcombiningtheactualinvestigation,comprehensiveresearchusingmarketing,management,andotherdisciplinesrelatedtheoriesandmethods.throughanalysisofthemanagementsoftwaremarketingenvironmentandmarketingsituation,combiningUFIDAcompany’smarketingstrategy,thispaperputsforwardtheprimalproblemwhichUFIDAsoftwarehasinmarketingstrategy.ReferenceandsuggestionsforUFIDAcompanyandothermanagementsoftwarevendorsonabettermarketingdevelopment.KeyWords:ManagementSoftware;UFIDA;MarketingstrategyIII目录1.绪论....................................................................................................................11.1问题提出.................................................................................................................................11.2研究的目的.........................................................................................................................11.3研究的思路、方法.............................................................................................................22.用友软件的营销环境分析................................................................................42.1用友软件概述.....................................................................................................................42.1.1用友软件股份有限公司简介......................................................................................42.1.2用友软件的销售现状分析..........................................................................................42.2宏观环境分析.....................................................................................................................52.2.1政治法律环境分析......................................................................................................52.2.2经济环境分析..............................................................................................................62.2.3技术环境分析..............................................................................................................72.3微观环境分析.....................................................................................................................72.3.1需求分析......................................................................................................................72.3.2竞争者分析..................................................................................................................92.3.3客户分析....................................................................................................................103.用友软件的市场营销策略分析.......................................................................113.1营销目标...........................................................................................................................113.2用友软件的目标市场战略分析.......................................................................................113.2.1市场细分....................................................................................................................113.2.2目标市场选择............................................................................................................123.2.3市场定位....................................................................................................................123.3营销组合分析...................................................................................................................123.3.1产品策略分析............................................................................................................133.3.2渠道策略分析............................................................................................................193.3.3价格策略分析............................................................................................................223.3.4促销策略分析............................................................................................................234.营销组合的主要对策.......................................................................................254.1汲取国外先进的经验和技术，抢占高端市场...............................................................254.2在低端产品市场低价渗透，采取开放策略...................................................................254.3加强服务营销，完善服务营销体系..............................