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大量项目驱动型(project-based,或project-driven)的中小软件企业是造成我国目前软件产业整体水平低、缺少国际竞争力的重要原因。本文从项目型企业的定义与涵义出发,分析软件项目的特点及项目型软件企业的特点,运用市场营销的4Ps理论探讨项目型软件企业市场营销的产品策略,包括产品型、项目型和混合型的产品定位选择,横向与纵向应用软件的选择,项目(产品)组合策略,品牌策略,管理咨询融入软件销售策略,大规模定制策略与服务策略。
A large number of project-driven (project-based, or project-driven) small and medium software enterprises are the important reasons that cause the overall low level of the software industry in our country and the lack of international competitiveness. Based on the definition and conception of project-based enterprise, this paper analyzes the features of software project and the characteristics of project-based software enterprise, and uses the 4Ps theory of marketing to discuss the product strategy of project-based software enterprise marketing, including product type, project type and hybrid type Product positioning options, horizontal and vertical application software selection, project (product) portfolio strategy, brand strategy, management consulting into software sales strategy, mass customization strategy and service strategy.