在国家大力推进信息自主可控、安全可靠的社会化进程政策引导下,“核高基”

作为16个重大科技专项之一,与载人航天、探月工程并列的16个重大科技专项,成

为国家的战略级项目。2010年12月16日,两大国产操作系统在上海正式宣布合并,

双方将共同以新品牌统一出现在市场上,也标志着双方在操作系统技术研究、产品开

发、应用及产业化推广等层面开展合作,迈出了国产操作软件整合的第一步,被业界

称为“核高基”项目的一个标志性事件。与此同时,随着经济一体化和竞争常态化全

球化的蓬勃发展。在高技术行业,仅靠单个企业通过技术领先或其他营销手段去应对

瞬息万变的市场需求与竞争压力,而获得超额利润的可能变得难以实现,长期占领市

场优势地位的情形已是不可能或者难以持久。

本文在这样一个背景下,通过对相关的竞争战略理论,技术联盟理论,接受理论

以及市场营销4Cs理论的研究运用,从竞争视角出发,对国内基础软件行业市场竞争

情况进行了调查分析,确定了技术推广的影响因素。并指出,国产软件如何求得生存,

占领相应市场份额进而获取利润,首要前提是必须对本土市场其他品牌的推广策略进

行深入剖析,分析各自竞争优势及其成因。因此,把对K品牌的市场推广策略研究放

在真实的竞争环境中,通过对目前K品牌L操作系统推广过程中所面临的问题及成因

分析,并基于前期对本土市场其他品牌的研究分析,寻找到K品牌操作软件可能获利

的市场空白区域与存在优势。结合高技术行业特点,指出K品牌在市场推广中技术联

盟的可行性与必要性。最终确定该操作系统竞争战略相应方案。即通过以技术为载体

与高校联盟合作,搭建创新人才培养平台,使联盟成员各自优势得到良性流动共享,

促进该品牌核心竞争力形成并得以持续提升增强,为国外基础软件操作系统垄断我国

本土市场的局面破冰。

关键词:LINUX操作系统市场推广技术联盟市场竞争战略

I

昆明理工大学硕士学位论文
竞争视角下K公司L操作系统本土市场推广战略模式分析

Abstract

In countries energetically self-controlled, secure and reliable process of socialization

policy under the guidance of the nuclear high base as one of 16 major science and

technology projects, and maimed spaceflight, lunar exploration tied 16 major science and

technology projects, becoming national strategic level projects. December 16,2010,in

Shanghai, the two major domestic operating system officially announced the merger, the

parties will work together with the new unified brand appeared on the market,but also

marks the two sides in operating system technology research, product development,

application and promotion of industrialization and other aspects cooperation,the first step

in the integration of the domestic operating software, the industry as a landmark event in

the nuclear high base project.

In this paper, such a context, through the relevant theory of competitive strategy,

technology alliance theory, accepted theories and research use marketing 4Cs theory from

the competition perspective, on the basis of domestic market competition in the software

industry were investigated and analyzed to determine the Factors affecting technology

promotion. And noted how the domestic software survive,thus occupying the

corresponding market share for profit, the first prerequisite is to other brands on the local

market promotion strategy in-depth analysis, analysis of their competitive advantages and

its causes.

At the same time,with the normalization of economic integration and globalization of

competition to flourish. In the high-tech industry, relying on individual enterprises through

technology leadership or other marketing means to cope with rapidly changing market

demands and competitive pressures,and reap excessive profits may become difficult to

achieve, the situation of long-term occupation of market dominance is impossible or

difficult lasting. Therefore, the study of the K brand promotion strategy in the real market

competition environment, through the current problems K L operating system brand

promotion process faces and cause analysis, and the analysis based on previous studies of