Research On The Pricing Strategy And The Prospect Of Industrialization Of A Software Provider

Because of the rapid development of Chinese software industry and its large market share in the world, software industry has already become an infrastructure and strategy-oriented industry which our nation prefers to develop. It is performing an increasingly significant role in improving informationization and information security. In modern scientific research activities, more and more scientific research is supported by computer and software, even some scientific result is a software product. There is no lack of scientific achievements in China, but shorting of the combination with enterprises and entering market of scientific result, the degree of industrialization of scientific result is quite shallow at present.Software is characterized with high technology, knowledge-intensive and enriched by strong experienced of customer. This thesis employs Customer Value related theories of Marketing to make a pricing strategy with specific case study of HNC Natural Language Processing Lab of Institute of Acoustic in Chinese Academy of Sciences.As software is a kind of service-oriented product, this thesis firstly reviews the definition and characteristics of service literatures from domestic and foreign countries and carefully distinguishes and analyzes the definition and characteristics among software product, knowledge product and information product. Software is rich in experience personally, and different customers own diversified demands. Therefore, it is difficult to price software product. This article summarizes popular methods of pricing software, such as bundling sale pricing, diverse edition pricing, low price pricing, project-oriented pricing, cost-oriented pricing, customer perceived pricing, click-based pricing, etc.Secondly, using Customer Perceived Theory of Marketing, this thesis shows the influence of price strategy based on cost-oriented, demand-oriented and competition-oriented. For the case of HNC machine translation software, the history and technology of machine translation is introduced. Through the market analysis of translation software and comparison with corresponding universities and institutes, the advantages of HNC translation software is demonstrated. And the thesis divides the market into specialized translation companies, partners and language lovers with related pricing strategies respectively according to the various demands. HNC translation software should cultivate markets from customer relations, customer demand, brand perceived and psychology of customer and improve customer's satisfied degree and loyalty.Finally, zooming in the problem of lacking market operation, the thesis has a preliminary discuss in solving the cooperation with industry, universities and institutes in HNC Natural Language Processing Lab. it is hoped that the discussion will provide some advice for the industrialization of HNC software products.