摘要

二十一世纪的今天,社会、经济和科学技术在飞速的发展与前进,计算机网

络在各个领域迅速普及,各行各业都纷纷依靠 IT 技术构建企业自身的信息系统和

业务运营平台。通过网络,人们可以方便的进行信息交流、信息共享、信息服

务,提高了劳动生产率、改善了企业管理水平、增强企业核心竞争力。但是网络

是把双刃剑。在带给大家机遇与便利的时候,网络环境固有的共享性、开放性、

分散性和交互性,使得信息系统容易受到外界攻击。一旦网络被攻击,信息泄

露,甚至被人篡改,就会带来不可估计的损失。无论是政府机关、企业、重点行

业的信息安全问题都不容忽视,各行各业都在面临信息安全问题的挑战。A 公司

结合公司技术储备和目前安全产品的发展情况,将需求聚焦在信息传输安全,立

在解决信息在传输过程中的安全保护。

在完成了需求预测后,笔者首先对 A 公司的外部宏观环境、内部微观环境进

行了分析,可以看出 A 公司目前的外部机会和内部优势都比较明显。随着网络应

用安全问题的突现,网络安全应用的市场需求迫切而广泛。企业内部自身多年来

积累的技术经验、欧亿·体育（中国）有限公司经验以及已有的客户资产,都具有明显的优势。然后采取

STP 营销战略分析模型,分析了 A 公司的安全沟通软件产品的营销战略定位。首

先通过选择和设计细分变量,对潜在用户群体进行细分,发现大中型的科研、党

政、企业是我们的目标客户群。而且又因为各用户群体又具有不近相似的用户需

求,因此采取市场专业化的市场模式,为不同客户提供不同版本的软件产品,将

产品分为政务版、科研版、企业版。在确定了目标市场后,又对产品可能遇到的

竞争对手进行了分析,采取迎头定位和对抗定位的方式,确定了产品的市场定位

为“首创安全沟通平台,以沟通安全为核心,形成平台化的产品”。然后采用市

场专业化的市场模式,分析各目标群的需求特点,设计产品版本功能。最终采取

基本功能+欧亿·体育（中国）有限公司特色功能+安全功能插件的形式来构成产品。

其次采取差别定价法为产品定价,在竞争强价格敏感的区域尽量采取低价圈

地策略,在低竞争低价格敏感区域采取高价盈利策略。该产品属于软件类产品,

使用软件载体+用户授权许可+功能插件许可+技术服务价格的方式来构成价格。

产品的销售方式上应该采取大客户直销与渠道并存模式。通过大客户在每个欧亿·体育（中国）有限公司

树立典型案例,然后通过渠道更广更快的覆盖其他客户群体。

关键词:安全软件,营销策略, STP 战略,产品定价

ABSTRACT

Presently in 21st century, with the development of the society, economics and

scientific technology, the internet has been widely used in each section. The majority of

firms in each sector manage to build their information systems and trade platforms

based on IT technology. Via internet, it is more convenient for individuals to share

information, which contributes to the improvement of productivity, management skills

of enterprise and core competitiveness of companies. While, with the inherit

characteristics of internet, for instance, sharing, opening and interacting, the information

system based on internet is easy to be attacked. Once the internet has been intruded, the

information related will be inevitably leaked, even modified thereby bringing massive

loss. Regardless of authorities, enterprises, and banks, there is no industry could neglect

the problems associated with the information leakage. Under such circumstance, firm A

has conducted market research and decided to focus on the process in information

transmission, aiming to provide protections in information transmission through

internet.

The author initially analyzes the position of firm A by using SWOT. It turns out

that its external opposabilities are quite obvious as well as the internal advantages. With

the emergence of information leakage on internet, the market of information security on

internet is becoming urgent and wide. Firm A has its unique advantages in terms of the

technical and industrial experience that cumulated by ages and the customers they have

been keeping in touch with. Then the author makes the analysis of the promotion

position of the products provided by A firm by using the STP model. By deeply defining

the potential customers, it illustrates that the aimed customers should contain large

enterprises, high-tech firms and government institutions. Besides, according to the

different customer demand, different versions of software products have been developed,

specifically, enterprise edition, research edition and government edition. With the

respect of the threat, an analysis has been done around the potential competitors.

Basically, the product provided by A aims to build a platform on the basis of secure

communication. By defining segmentation market, firm A designs different editions of

software products in order to satisfy different customers. The mature software products