Research Of New Product Marketing Of Industrial Software In China

There is high risk in the new product development. It is reported that 50%-67% of new products can't be launched successfully, especially, the high technology industry; for the huge R&D investment, high technology trait in that industry. From above reasons it is very clear that new product marketing is more important for the industrial software.In this thesis, firstly, I analyze and research the marketing status and development of industrial software; secondly, I summary some problems of new marketing of industrial software and analyze the reasons, which are misunderstanding of market, channels couldn't meet demands of software service and inflexible promotion; lastly, research recent theories oversea and domestic and use them to solve problems. It emphases marketing in R&D, the important of test marketing, several valuable method of test marketing, proper price methods, the process of establishing channels, methods of solving collision in distribution and the promotion of software.The methods of this thesis are criterion research and demonstration research, especially Poter's five elements analysis of competition and SWOT analysis. Some suggestions about industrial software are given in this thesis and it is hoped that they are helpful for new product marketing of industrial software.