西安软件园营销策略研究
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摘要
随着社会经济的快速发展和企业之间竞争的加剧，市场营销策略显得越来越重要。企业只有充分重视市场营销策略的重要性，才能在激烈的市场竞争中立于不败之地。
营销策略的制定离不开对外界环境、客户、竞争对手和自我状况的科学分析，只有把握住这四个因素及其之间的相互关系，营销策略才具有真正的指导意义。
西安软件园近年来发展速度迅猛，但同时遭遇强烈竞争和挑战。在此背景下西安软件园应该如何把握机遇并根据自身优势制定相应营销策略以吸引国内外软件公司显得尤为重要。本文以西安软件园在营销策略中所面临的几个实际问题为例，运用实证研究和规范分析相结合的方法，参照有关理论依据，通过大量一手行业资料对西安软件园所处的国内外大环境、重点客户、主要竞争对手和自身竞争优势进行了详细的分析，得出西安软件园的优势在于人力资源、教育资源、科研资源和产业基础的结论，指出应当将其功能定位于软件研究发展基地、软件出口加工基地、软件人才培训基地三个方向，同时指出其重点营销对象应包括三种类型：拟设立软件研发中心的外国公司、本土拥有自主知识产权的软件企业以及开展外包业务的软件企业，并对目前的营销体系建设等方面给出了相应的建议。本文对西安软件园今后的营销工作具有一定的实际参考价值，对西安软件产业发展的亦具有一定的创新意义。
With the rapid development of the social economy and more fierceness in the competition among enterprises, marketing strategy appears more and more important. Only when the enterprises realize the importance of marketing strategy, can they keep off failure in the intense competition from the market.
It is impossible to separate the making of marketing strategy from the scientific analysis of the outer environment, customers, rivals, and the enterprise itself. Only when the four factors and the relations of them are grasped, can marketing strategy play a real role for guide.
Xi'an Software Park has been developing very quickly in recent years, facing fierce competition and challenge at the same time. So in this background, it seems very important for Xi'an Software Park to seize opportunities and attract software enterprises from home and abroad by making corresponding marketing strategy according to its own advantages. Using some actual problems arising in the marketing strategy of Xi' an Software Park as examples and the method of combining the positive and normative analysis together, the paper analyses detailedly the civil and foreign environments in which the park is, its main customers, main rivals and its main competitive advantages through lots of first-hand industry data according to relevant theories. Then it comes to a conclusion that the advantages of Xi' an Software Park lies in the human resources, education resources, science research resources and its industry bases .The paper points out that the target of the park should be the software research and development
base, the software exporting base and the software
human resources training base. The paper also points out that the important marketing objects should include three types, which are foreign enterprises who want to set up software research development center, Chinese software enterprises who have independence knowledge property right and Chinese software enterprises who have business in outsourcing field. Then it put forward some suggestions on the present marketing system. The paper is valuable to the future marketing work of the park as well as the development of the software industry of xi'an.
营销策略的制定离不开对外界环境、客户、竞争对手和自我状况的科学分析，只有把握住这四个因素及其之间的相互关系，营销策略才具有真正的指导意义。
西安软件园近年来发展速度迅猛，但同时遭遇强烈竞争和挑战。在此背景下西安软件园应该如何把握机遇并根据自身优势制定相应营销策略以吸引国内外软件公司显得尤为重要。本文以西安软件园在营销策略中所面临的几个实际问题为例，运用实证研究和规范分析相结合的方法，参照有关理论依据，通过大量一手行业资料对西安软件园所处的国内外大环境、重点客户、主要竞争对手和自身竞争优势进行了详细的分析，得出西安软件园的优势在于人力资源、教育资源、科研资源和产业基础的结论，指出应当将其功能定位于软件研究发展基地、软件出口加工基地、软件人才培训基地三个方向，同时指出其重点营销对象应包括三种类型：拟设立软件研发中心的外国公司、本土拥有自主知识产权的软件企业以及开展外包业务的软件企业，并对目前的营销体系建设等方面给出了相应的建议。本文对西安软件园今后的营销工作具有一定的实际参考价值，对西安软件产业发展的亦具有一定的创新意义。
With the rapid development of the social economy and more fierceness in the competition among enterprises, marketing strategy appears more and more important. Only when the enterprises realize the importance of marketing strategy, can they keep off failure in the intense competition from the market.
It is impossible to separate the making of marketing strategy from the scientific analysis of the outer environment, customers, rivals, and the enterprise itself. Only when the four factors and the relations of them are grasped, can marketing strategy play a real role for guide.
Xi'an Software Park has been developing very quickly in recent years, facing fierce competition and challenge at the same time. So in this background, it seems very important for Xi'an Software Park to seize opportunities and attract software enterprises from home and abroad by making corresponding marketing strategy according to its own advantages. Using some actual problems arising in the marketing strategy of Xi' an Software Park as examples and the method of combining the positive and normative analysis together, the paper analyses detailedly the civil and foreign environments in which the park is, its main customers, main rivals and its main competitive advantages through lots of first-hand industry data according to relevant theories. Then it comes to a conclusion that the advantages of Xi' an Software Park lies in the human resources, education resources, science research resources and its industry bases .The paper points out that the target of the park should be the software research and development
base, the software exporting base and the software
human resources training base. The paper also points out that the important marketing objects should include three types, which are foreign enterprises who want to set up software research development center, Chinese software enterprises who have independence knowledge property right and Chinese software enterprises who have business in outsourcing field. Then it put forward some suggestions on the present marketing system. The paper is valuable to the future marketing work of the park as well as the development of the software industry of xi'an.
引文
[1] 周岩，远江著，《体验营销》，当代世界出版社，2003，P61-72
[2] Philip Kotler, Marketing Management Tenth Edition, 清华大学出版社，2001，p135-255
[3] 李弘，董大海，《市场营销学》，大连理工大学出版社，1998，p15-16
[4] 魏斯曼著，史世林，夏林荫译，《市场营销战略：通往成功的十步》，华夏出版社，2001，p1-38
[5] 江林，张险峰，任锡源，《现代市场营销管理》，电子工业出版社，2002，p19-31
[6] 朱明侠著，《竞争性营销战略》，对外经济贸易大学出版社，2001，p51
[7] Charles W. L. Hill, Gareth R. Jones, Strategic Management, Houghton Mifflin Company, 2001, p70-100
[8] Al Ries, Jack Trout, Positioning, McGraw-hill, Inc. 2001, p6
[9] 姚海林，王君，地方政府对企业集群成长的作用与中介组织发育，《学术研究》，2003，6
[10] 汪张蕴玲，如何认识中国在亚太地区面临的国际环境，《当代亚太》，2003，6
[11] 虹昱著，《深度营销》，中国纺织出版社，2003，p22
[12] 陈玉学，如何看待在华外国资本从“合资”向“独资”嬗变，《国际市场》2003，7
[13] 卢大波，跨国企业在华投资五大趋势，《招商周刊》2003，7
[14] 金润圭，刘东林，当代国际资本投资的新区位观与区域性合作选择，《学术研究》，2003，7
[15] 陈奇锐，“过剩”市场中的锐利营销，《市场营销》，2003，8
[16] 杨德立，郭惠玲，企业营销竞争力的理论初探，《市场周刊》2003，5
[17] 陆强华著，《营销的真理》，北京工业大学出版社，2003，p3
[18] 王永，论人才战略的实施方法，《中国人才》，2003，7
[19] 宝利嘉顾问组著，《细分：从客户区隔中谋取利润》，中国社会科学出版社，2003，p4
[20] 薛求和，任胜钢，论跨国公司与集群区域的互动关系，《学术月刊》，2003，5
[21] 中行管理咨讯研发中心著，《服务营销》，广东经济出版社，2002，p38
[22] 黄军，客户服务无捷径，《市场营销》2003，5
[23] 郭国庆，营销方式新进展：从CRM到交叉销售，《市场营销》，2003，7
[24] 李向辉著，《市场竞争策略》，中国纺织出版社，2003，p20
[25] 项润，高媛著，《全员营销：非营销部门的营销管理》，企业管理出版社，2003，p8
[2] Philip Kotler, Marketing Management Tenth Edition, 清华大学出版社，2001，p135-255
[3] 李弘，董大海，《市场营销学》，大连理工大学出版社，1998，p15-16
[4] 魏斯曼著，史世林，夏林荫译，《市场营销战略：通往成功的十步》，华夏出版社，2001，p1-38
[5] 江林，张险峰，任锡源，《现代市场营销管理》，电子工业出版社，2002，p19-31
[6] 朱明侠著，《竞争性营销战略》，对外经济贸易大学出版社，2001，p51
[7] Charles W. L. Hill, Gareth R. Jones, Strategic Management, Houghton Mifflin Company, 2001, p70-100
[8] Al Ries, Jack Trout, Positioning, McGraw-hill, Inc. 2001, p6
[9] 姚海林，王君，地方政府对企业集群成长的作用与中介组织发育，《学术研究》，2003，6
[10] 汪张蕴玲，如何认识中国在亚太地区面临的国际环境，《当代亚太》，2003，6
[11] 虹昱著，《深度营销》，中国纺织出版社，2003，p22
[12] 陈玉学，如何看待在华外国资本从“合资”向“独资”嬗变，《国际市场》2003，7
[13] 卢大波，跨国企业在华投资五大趋势，《招商周刊》2003，7
[14] 金润圭，刘东林，当代国际资本投资的新区位观与区域性合作选择，《学术研究》，2003，7
[15] 陈奇锐，“过剩”市场中的锐利营销，《市场营销》，2003，8
[16] 杨德立，郭惠玲，企业营销竞争力的理论初探，《市场周刊》2003，5
[17] 陆强华著，《营销的真理》，北京工业大学出版社，2003，p3
[18] 王永，论人才战略的实施方法，《中国人才》，2003，7
[19] 宝利嘉顾问组著，《细分：从客户区隔中谋取利润》，中国社会科学出版社，2003，p4
[20] 薛求和，任胜钢，论跨国公司与集群区域的互动关系，《学术月刊》，2003，5
[21] 中行管理咨讯研发中心著，《服务营销》，广东经济出版社，2002，p38
[22] 黄军，客户服务无捷径，《市场营销》2003，5
[23] 郭国庆，营销方式新进展：从CRM到交叉销售，《市场营销》，2003，7
[24] 李向辉著，《市场竞争策略》，中国纺织出版社，2003，p20
[25] 项润，高媛著，《全员营销：非营销部门的营销管理》，企业管理出版社，2003，p8