科大讯飞畅言软件产品定价策略及其应用研究

合肥工业大学硕士学位论文科大讯飞畅言软件产品定价策略及其应用研究姓名：王媛媛申请学位级别：硕士专业：管理科学与工程指导教师：吴建军2011-03(1)234(1)(2)(3)ResearchonIflytekIchangyanSoftwareProductPricingStrategyanditsApplicationABSTRACTSoftwareisakindofcomputerenvironmentprogrammeanddigitalfileformrecords,runandexertitsfunctionandroleofhumanwisdomcrystallization.Softwareproductperformanceforinvisibledigitalform,withr&dcycleislong,thehighcost,copyandspreadspeedetc.Characteristics.IflytekichangyansoftwareproductsareaparagraphofEnglishteachingforsmallandmedium-sizedschoolcampusEnglishlearninginteractiveteachingplatformsoftwaresystem,andhasassistedtheteachingofEnglishoraltest,listeningtests,Englishdialog,readingassistantandinteractivegames,andotherfunctions,isauxiliaryteachingEnglishteachersandstudentsanimportanttoolforimprovement.Becausethesoftwareproductcoststructure,marketingmodeldifferentfromgeneralindustrialproduct,itspricingrelatestoproductresearchanddevelopment,production,salesandserviceprocessofmanyfactors,existinthefollowingaspects:(1)pricinglackprofessionalmechanism,byhispersonalfactors,afewenterpriseproductswithlargecost-pluspricingmethodpricingisdifficulttorealizetheprofitmaximizationandsustainableprofitobjectives;(2)productpricingstrategylagsbehind,thelackofboundpricingandversiondifferentialpricingstrategyinnovation;(3)toignorethesoftwareproductsales;relevance(4)lackofsoftwareproductsubsequentupgrading,value-addedservicesupport.BasedontIflytekichangyansoftwareproductsastheresearchobject,inresearchandanalysisitsproductfeatures,coststructure,marketingmodelandtheneedsoftheuser,designbasedonimprovinguniversityichangyansoftwareproductsalesgrowthproductpricingstrategyandmarketingplan,thecoreisasoftwareproductsalespricingstrategyandmeasures,namelythedesignandimplementationof:(1)softwareseparatepricingsales.Accordingtonewssoufangwangsoftwareanditsrelatedproductcomponents,separatelymeasuredsales;(2)softwarebundlingpackagesales.Willichangyansoftwarematchedidentifyingpen,readingpen,middleandprimaryschoolEnglishteachingmaterialsandteachingauxiliarytoolsupportingtreats,provideproductpackagesales;(3)softwarebundlinghybridsales.Inadditiontoproductpackagethebundlingsellingoutside,whichisindependentoftheproductsalespackagecomponentsbindsasale.AloneInordertoguaranteetheichangyansoftwareproductpricingstrategymarketingschemeimplementation,thispaperalsofromthemarketingmanagementorganizationsecurity,technology,managementsystemandmarketingmeasuresandimplementationeffect,expoundsthesecurityaspectsofmarketingsolutionsrealizethemeasuresandmethodsforenterprisestorealizemarketingobjectives,laythefoundation.Inaddition,facingtheMidwestunderdevelopedareas,especiallyruralpartoftheelementaryandmiddleschools,throughcomputerandsoftwareproductdonationsandsoonmanykindsofways,promotethebrandseriesproductsofichangyansoftwareinfluenceandmarketsales.ResearchresultsindependentbrandforChinesesoftwareenterprisesoftwareproductresearchanddevelopmentandthesalesprocess,chooseasuitableproductpricingandmarketingmodeprovidesforreferenceapplicationcases.Keywordsichangyansoftware;Marketing;Pricingstrategy;Thebundlingselling1-1.....................................................................................................42-1.....................................................................................92-2...............................................................................122-3...............................................................................122-4...............................................................................122-5...................................................................................133-1.......................................................................263-2.......................................................................263-3.......................................................................273-4.......................................................................273-6.......................................................................................293-7...........................................................................294-1...................................................................................................405-1...............................................................................................445-2.............................................................................................................445-3...........................................................................................................443-1.....................................................................303-1.....................................................................303-3.............................................................................................344-1...........................................................3720116820116820116854特别声明本学位论文是在我的导师指导下独立完成的。在研究生学习期间，我的导师要求我坚决抵制学术不端行为。在此，我郑重声明，本论文无任何学术不端行为，如果被发现有任何学术不端行为，一切责任完全由本人承担。学位论文作者签名：签字日期：年月日11.11.1.1()()()()----()21.1.228%200978500200