Abstract
Global Software Industry was entering internet age since 1994, and many kind of application were coming out in a short time. Enterprise Software Industry was in the same trend, and provides many applications been built to market in new application technology architecture, and then challenges the existing vendors. Oracle Corporation is building up from the software product development to complete solution IT Corporation, and get the unnegligible status in the market. Therefore, its innovation strategic plan in expansion strategy using the merger and acquisition is the best case in the industry. In addition, its unique business model continually influences the purchasing of customers. Because of Oracle Corporation’s successful experience in IT industry, it is worth discussing. The study intends to build a architecture for enterprise marking strategy planning and assesses the planning of product marketing strategy regarding the strategic thinking. Moreover, through a systematic thinking to form the trajectory of thinking, the present study comes out the action directions. Finally, the study employs the Oracle’s case to verify the adaption of planning architecture for enterprise marketing strategy in the enterprise software industry.