摘要:网络安全的重要性随着互联网的迅速发展而日趋显现，从个人电脑到企业的局域网络都需要一套完善的杀毒软件保护其免受侵害。过去，杀毒软件作为高科技含量的专项技术，收费杀毒软件垄断着杀毒市场，由于涉及到个人私隐和信息安全，消费者愿意花费大量打金钱投入到杀毒软件的升级和维护上，这是收费杀毒软件的辉煌时代。然而随着科技的进步，杀毒软件技术不再是一家独大，越来越多的杀毒软件公司如雨后春笋般崛起，杀毒软件市场竞争也日趋激烈。为了吸引更多的消费者购买，很多杀毒软件公司开始通过免费试用来吸引更多的消费者，这种免费的营销方式深深动摇了收费杀毒软件的根基地位。在近几年，这些通过这种免费营销手段吸引顾客的杀毒公司，它们提出的免费已经不单单是试用那么简单了，像360杀毒这样的永久免费的杀毒软件开始出现，这些免费杀软颠覆了传统杀毒软件的营销方式，并且迅速地得到消费者的青睐，短时间占据了杀毒软件市场很大的市场份额。在21世纪的未来，免费杀软将走进它们的辉煌时代。

　本论文通过免费营销策略在杀毒软件应用的分析，对杀毒软件发展趋势的预测，从而希望寻找一条未来国内免费杀软的发展道路，为国内走免费杀软路线的企业指明前进的方向，也希望把这种免费营销策略推广开来，造福消费者的同时，为企业谋求更多的商机。

关键词：免费营销、杀毒、成本转嫁、隐性消费

Abstract:　With the development of Internet，the security of Internet become more and more important.It is necessary an excellent protection supported by anti-virus software from personal computer to the local area network of company.As a professional technology, anti-virus software needed to charge ,which occupy the anti-virus market.Because of privacy and informative security ,customers are willing to pay a lot of money to update anti-virus.It is the splendent period of charged anti-virus software.However,with the development of technology,anti-virus company were easy to product the anti-virus soft gradually,the price of soft became cheap and normal.The competition of anti-virus soft became more and more violent.For attracting more costumers,many company give them to use the products freely at a few times,which make a big influence to those traditional company.Recent years,some company even sale the product which is no paid forever to attract customers,such as 360 anti-virus company. Free marketing change the system of traditional marketing.In addition,it is accepted quickly by customers.In 21century, the anti-virus soft of free marketing will walk into its splendent period.

　In this paper,I will use the marketing strategy to analyze anti-virus software applications and forecast the developed trend.Finding the path of anti-virus soft development direct the anti-virus soft of free marketing.What more ,I want to promote the free marketing strategy to benefit customers and company in future.

Key words: free marketing, anti-virus, the change of cost, Recessive consumption