A case: environmental marketing planning case of Laisoft education software market In 2000, the annual sales of computers in China reached about 8 million units, with an average annual growth rate of 60%. At present, the number of computers in our society exceeds150,000, of which more than half of the sales have entered the family, and the number of home computers is about 6-7 million. Among the 700,000 primary and secondary schools in China, there are currently 60,000 schools with about 6,543,800 computers. It can be seen that the possession of a huge home computer ensures sufficient market space for Tianyi software. At present, there are about 1000 kinds of educational software on the market. If the CD corresponding to a primary and secondary school textbook is defined as educational software, there are about 3000 kinds of educational software developed at present. It is estimated that the number of educational software will increase to about 5,000 in 3-5 years, reaching 6,545,438+00 years. In 2000, China's software sales amounted to 654.38+0.5 billion RMB, of which application software accounted for 665.438+0.4% of the software market. It is estimated that educational software accounted for 65.438+0.2% of the total software sales, which was about 654.38+0.7 billion RMB, while the teaching software market for students was about 200-300 million RMB. The content and production of educational software are relatively simple. The vast majority of educational software does not play the role of multimedia technology, and a considerable part is a copy of textbooks. The exercises became an electronic question bank, and the "manual indoctrination" in the classroom became "computer indoctrination"; Some even made mistakes or mistakes; The manufacturing level of educational software is rough and lacks innovation. Tianyi software completely overcame the above shortcomings and created a new world of software quality products. Judging from the educational software market, it is basically in a disorderly state. Because educational software has strong ideological characteristics, its research, development, publication and distribution belong to national behavior. In particular, educational software compatible with primary and secondary school textbooks must undergo strict examination and approval before it can enter schools and markets. However, most of the educational software sold in the market has not been approved by the relevant education departments, which leads to market disorder. From the perspective of educational software industry, the short-term behavior in operation is very prominent, and exaggerated advertisements mislead consumers; The guiding ideology of individual educational software development even runs counter to the current educational policy; Get rid of the unrealistic high price of the working class and blindly pursue high profits. Or, in order to exclude dissidents, malicious price competition causes market chaos. There are about 65.438+0.4 billion primary school students, 53 million junior high school students, 8.5 million senior high school students and 700,000 primary and secondary schools in China. The educational software for these primary and middle school students is facing a huge market, which can be said to be unique in the world. China is a developing country, most primary and secondary schools are located in rural areas, computers are not yet popular, and the demand for educational software is not great. However, it should be noted that the demand for educational software is also huge in large cities in China and small and medium-sized cities in developed eastern regions. Moreover, with the development of China's economy and social progress in the central and western regions, the huge demand for educational software in various regions of the country will gradually emerge, forming a powerful driving force for the development of educational software. The product market analysis shows that the development process of educational software can be clearly divided into three generations, and the educational software with "question bank" and "exercise training" as its core content is basically the first generation of educational software. At present, some educational software guided by cognitive learning theory (such as a large number of software with review guidance as the main content) belongs to the second generation of educational software, which is the mainstream of educational software and the direction of efforts of various educational software developers. The first and second generation educational software can no longer meet the needs of the times reform, the new situation of educational software development and the requirements of educational reform in the information age. Most of the software still serves the exam. Can not meet the "computer-based learning", the software is basically the presentation of test questions, books and classrooms are moved around, and the role of computer cognitive tools is not fully exerted; Did not use the latest psychological science research results. At the end of 1990s, multimedia technology and Internet applications became more and more mature, and home computers became more and more popular. People's demand for knowledge has become stronger, which has created a more favorable market environment for the educational software market. However, the educational software market has not only failed to achieve explosive growth, but is in a state of stagnation or even shrinkage. Why can't the products with strong demand in the market be recognized by users? To sum up, the main reasons are as follows: (1) I don't know much about educational software. I regard educational software as an electronic teaching material and a question bank, and I don't pay enough attention to the subject education mode and the cultivation of students' efforts. (2) It does not reflect the advantages of computer-aided education in interactive and personalized teaching. At present, educational software does not give full play to the advantages of computer-aided education, basically has no interactive function, let alone personalized education, and cannot meet the actual needs of education. (3) The development of educational software lacks a standardized and effective operating mechanism, which leads to the lack of authority, scientificity and practicality of educational software. Tianyi product advantages "Tianyi" series of mathematics and physics teaching software adopts the most advanced computer software technology, production technology and teaching platform in the world at present, which ensures the advancement, interactivity and expansibility of this series of software. The teaching software is stable in operation, simple in operation, highly intelligent and interactive. It has broken through the mode of "electronic question bank" and "textbook copying" in the domestic educational software market, and its comprehensive level has reached the domestic first-class level. Features are as follows: (1) Full 3D animation to explain knowledge points; (2) Unique intelligent human-computer interaction exercises; (3) Design of scientific knowledge structure diagram; (4) Curriculum design and material processing functions; (5) Tianyi software is rich in content, unique in style and simple to operate. Target Consumption Positioning "Tianyi Panoramic Multimedia Teaching Software" is suitable for teachers' classroom teaching, and students can preview and review at home.