Xi'an Software Park Marketing Strategy

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 softwarehuman 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.