搪要
2008年以来的全球金融危机已经逐渐远去,欧洲债务危机也已逐渐平息,全球经
济刚刚进入一个漫长的逐渐恢复的过程。在这后危机时代,国内实体经济己经出现空
心化趋势,制造业萧条不堪,企业管理软件市场消费进一步萎缩,软件欧亿·体育（中国）有限公司面临诸多
困难,软件欧亿·体育（中国）有限公司龙头用友2012年也大幅亏损,很多中小软件企业更是举步维艰,面临
死亡。在这种严峻的外部情形下,中小软件企业如何发现发掘新的市场机会,结合自
身优势,制定合适营销策略生存并发展是一个非常现实的问题
本文以市场营销的相关理论为指导,以典型的中小软件企业SQ公司为例进行营销
策略研宄。先对国内外宏观环境以及整个软件欧亿·体育（中国）有限公司在金融危机之后的欧亿·体育（中国）有限公司状况进行了
详细地分析,然后根据SQ公司产品的优劣势结合市场机会和威胁,进行专业的市场细
分,为SQ公司选择最佳的目标市场和利基市场,并给出适合SQ公司的营销策略组
合。希望以此使SQ公司在后危机时代激烈的市场竞争环境中建立竞争优势,抢下市场
份额,获得发展壮大的机会
通过对SQ公司营销策略研宄,为中小软件企业在后危机时代制定适合自身的营销
策略提供一些参考和借鉴
关键词:后危机时代;管理软件;ERP软件;市场细分;服务营销
ABSTRACT
Since 2008 the global financial crisis has gradually gone, and the European debt crisis
has subsided, the global economy has just entered a long gradual recovery process. In the
post-crisis era, the domestic economy already appear hollow, manufacturing industry is very
depressed, enterprise management software market consumption further contraction, the
software industry is facing many difficulties, the domestic software industry leading UFIDA
also fell into sharp loss in 2012, many small and medium-sized software enterprises are
struggling, facing death. In the external situation grim, small and medium-sized software
enterprises how to find new market opportunities, combined with their own advantages,
formulating an appropriate marketing strategy for survival and development is a very real
problem.
In this paper, the relevant theory of marketing as the guidance,the author carries out the
marketing strategy of small software company SQ. The macroeconomic environment at home
and abroad and the whole software industry in the wake of the financial crisis are analyzed in
detail, the author subdivided according to SQ company's strengths and weaknesses,
opportunities and threats. Select the best target market and niche markets for SQ company,
and gives the suitable combination of marketing strategy of SQ company. Hope this paper can
make the SQ company in the post-crisis era of fierce competition in the market environment
to establish the competitive advantage, to grab market share, get the chance to develop and
grow.
Through the study on the marketing strategy of SQ company, some reference is provided
for small and medium software enterprises to develop the suitable marketing strategy in the
post-crisis era.
Keywords : Post-crisis era ; Management software ; ERP software ; Market segmentation ;
Services marketing