导　　师： 李卫宁

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 改革开放30多年，中国发生了翻天覆地的巨大变化，30多年时光的变迁也是中国软件产业从最初萌芽到今日繁荣的探索历程。伴随着软件产业的发展，软件盗版开始盛行。盗版软件的使用给中国整个软件行业，甚至整体经济带来了严重的伤害，所幸，中国政府和民众逐步意识到这一伤害，并采取了积极的措施，知识产权保护的环境日益完善，使用正版软件越来越能被公众接受。 而作为全球最大的软件供应商的微软公司，从1992年进入中国以来，其产品和品牌被中国用户所接受，应用非常广泛。随着中国知识产权保护环境的日益完善，其销售业绩逐年递增，从事微软软件销售工作将会产生巨大的市场利益。笔者在软件行业从业多年，对软件产品代理销售尤其是微软软件产品的代理销售非常了解，并且拥有丰富的客户资源，根据笔者的经验并结合目前的经济形势，笔者认为以微软软件销售项目创办公司，具有巨大的经济价值，是非常可行的，但由于创业团队的自有资金不足，希望能够获得外部投资人的资金支持，因而形成该商业计划书。同时，微软公司作为全球软件行业的领导者，其营销战略和运作模式，必然具有其独特性和领先性，非常值得借鉴。本商业计划书从营销、人力资源、财务等不同角度对微软软件销售项目作分析描述，希望能为公司进入该市场决策提供参考，也为今后开展类似项目提供借鉴。 本论文运用竞争战略、市场营销理论、财务分析理论的分析框架和方法，在结合大量行业分析、市场调查数据基础上，分析了微软软件销售项目，制定了针对性的营销模式以及实施措施，最后运用财务评价的方法对该项目进行评估，发展趋势进行预测，吸引投资商对微软软件销售项目进行股权置换，风险投资等。同时希望能为公司进入该市场决策提供参考，也为今后开展类似项目提供借鉴。 China has changed hugely over30years of reform and opening, at the same time, softwareindustry also has gone from initial bud to today's prosperity. With the development of thesoftware industry, software piracy has become popular. Using of pirated software to Chinesesoftware industry, even the overall economy poses a serious injury. But fortunately, theChinese government and people gradually realized the damage and take positive measures toprotect the intellectual property. And its environment has improved. The public can accept thelegitimate software more and more. And Microsoft as the largest software provider in the world has been very famous in chinasince it entered into China in1992, and its products and brands are accepted by Chinese users.Its sale performance has increased annually by the Chinese intellectual property protectionenvironment improves. Selling Microsoft software will generate huge profits in the market. Inthis context, the author who has a few years experience in the IT industry plans to found acompany for selling Microsoft software. So the author wrote the business plan in order to getoutside financial support because the entrepreneurial team has not enough money. At thesame time, Microsoft has very much successful experience deserving to be learned such as itsmarketing strategy and operation pattern. The business plan discusses deeply Microsoftsoftware sale project from different angles such as marketing, human resources, financewhich can provide references to others who want to do this kind of item. The thesis uses the theoretical framework of competition strategy, marketing theory, andmethods of financial analysis. And finally uses the financial evaluation to evaluate the projectand predict trends in order to attract investors for the sale of Microsoft software projectsequity swap, the risk of investment. At the same time hope to provide a reference fordecision-making companies to enter this market, but also provide a reference for futuresimilar projects undertaken.

关 键 词： 微软软件销售 知识产权保护 软件代理 商业计划

分 类 号： [F49 F722]

领　　域： [经济管理] [经济管理]