金蝶公司EAS产品市场营销策略研究

发布时间：2018-01-28 05:37

本文关键词： 金蝶公司 EAS产品营销策略　出处：《湖南大学》2012年硕士论文　论文类型：学位论文

【摘要】：企业的兴旺与否关键在于管理的好坏，企业的营销管理是企业管理的重中之重。作为国内领先的ERP软件厂商，金蝶软件（中国）有限公司希望通过营销策略的调整及营销体系的重新构建，提升其EAS产品的市场竞争能力，获取其在高端ERP市场更大的份额。论文采用实际调查研究与统计分析相结合，定性与定量分析相结合等技术手段与方法，以金蝶软件（中国）有限公司和其推出的EAS（EAS为EnterpriseApplication Suites的简称）为研究对象，对EAS产品的营销现状进行了客观的分析和评估，指出了其必须针对EAS调整营销策略并构建新的营销体系。本文的营销策略设计始终坚持公司提出的“帮助顾客成功”的商业理念和“产品领先、伙伴至上”的战略思想，并提出了EAS营销策略实施的原则、步骤及相应的实施保障措施。笔者认为，金蝶公司EAS产品的营销必须通过细分市场、调整产品策略、拓宽营销渠道、加强服务营销意识等方面构建服务客户全过程的营销体系，这样才能不断获取并维持金蝶EAS在集团管控ERP领域的竞争优势，从而实现公司致力于不断提升企业管理与企业信息化管理的远景目标。金蝶公司在EAS营销过程中碰到的困难，反映了一个技术领先的公司在不断发展与提升的过程中遇到的深层次困惑，也是一个财务软件厂商向高端ERP厂商转型过程遇到的普遍困难。希望本文对金蝶公司营销策略的研究与营销体系构建与实施的建议，能够为公司营销体系的优化与重新构建提供一定的帮助，并能对公司营销业绩的改善提供有效的帮助，同时也对同行业的ERP企业有一定的借鉴意义。
[Abstract]:The key to the prosperity of an enterprise lies in the good or bad management. The marketing management of the enterprise is the most important part of the enterprise management. As a leading ERP software manufacturer in China. Kingdee Software (China) Co., Ltd. hopes that through the adjustment of marketing strategy and the re-construction of the marketing system, the market competitiveness of its EAS products will be enhanced and its market share in the high-end ERP market will be gained. The paper adopts the combination of actual investigation and statistical analysis, qualitative and quantitative analysis and other technical means and methods. Take Kingdee Software (China) Co., Ltd and its EAS(EAS as the abbreviation of EnterpriseApplication Suites as the research object. The marketing situation of EAS products is analyzed and evaluated objectively. It points out that it must adjust the marketing strategy and construct a new marketing system according to EAS. The marketing strategy design of this paper always adheres to the company's commercial idea of "helping customers succeed" and "leading the products". This paper puts forward the principle, steps and corresponding measures of implementing EAS marketing strategy. The author believes that the marketing of EAS products of Kingdee Company must be carried out by subdividing the market. Adjust the product strategy, broaden the marketing channel, strengthen the service marketing awareness and other aspects to build the whole process of customer service marketing system. In this way, we can continuously acquire and maintain the competitive advantage of Kingdee EAS in the field of ERP management and control, and realize the company's long-term goal of continuously improving enterprise management and enterprise information management. The difficulties encountered by Kingdee in the EAS marketing process reflect the deep level of confusion encountered by a technologically leading company in the process of continuous development and upgrading. Is also a financial software manufacturer to high-end ERP manufacturers in the transition process encountered common difficulties. I hope this paper to Kingdee Company marketing strategy research and marketing system construction and implementation of the recommendations. It can provide some help for the optimization and reconstruction of the company's marketing system and the improvement of the company's marketing performance. At the same time, it can also be used for reference to the ERP enterprises in the same industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49

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