Study Of Strategy And Marketing Of Oracle Application Production

Enterprise Application Production (short as application as follow), another name called Enterprise Management Software, is the kind of software which covers the main process and functionality in Enterprise Mangement. It can provide real-time, accurate, completed data and supporting for decision making. Application make it possible to enhance the operation efficiency, reduce cost, improve management, what's more, to embody the theory and experience of management, make it executable.Oralce Corporation (short as Oracle as follow) is the world's largest enterprise software company. Oralce established with its first product-Oracle database, and it is the world's largest and leading database provider. Oracle is continuously seeking new opportunities to develop business globally. Because of the wide market and growing business requirements, application begins to play a very important role in Oracle. Via acquisitions and reorganized, Oracle extends its scope of business constantly, and Oracle has changed to a compositive information service vendor, which product lines cover production application, fusion middleware, development tools, database and hardware. Oracle is not only a technical company, which is mainly focus on database and manufactury industry, any more. According to the strategy of Oracle application in the past decade, there are some unique adventages. As the one of the backbones, it is very important to study and analyse the strategy of Oracle application, not only for Oracle, but also for other companies in the industry.The paper is composed by eight chapters. In the first chapter, a brief introduction is provided for the background, study orientation, structure and composing method. In chapter 2, it introduces the basic theory of product strategy and concept of application. It covers the general concept of application, product concept and scope of Oracle application, and the structure of Oracle product. In chapter 3, based on Michael Porter's Five Forces Model, analyse the competitive situation in the market of Application Production. In chapter 4, it focuses on current situation and trend of applition, and analyse the competitive situation. In chapter 5, perform the internal and external environment analysis for Oracle application, and based on SWOT analysis method to discuss current situation. In chapter 6, analyse the strategy of Oracle application. In chapter 7, evaluate and propound current strategy of Oracle application. In the last chapter, summarize and look forward.The primary research achievements of the paper are:basing on the analyses of market status and the competitors strategy, deeply analyse the strategy detail of Oracle application; according to the research of Oracle financial statement in the past 3 years, evaluate the result of strategy executive, and provide suggestions for application current strategy and the strategy in future. The research of Oracle application strategy will not only provide reference for planning the Oracle strategy in future, but also help other company in the industry to have a deep understanding on the market of China application, and provide reference for them to plan strategy.