本文關(guān)鍵詞： 金蝶公司 EAS產(chǎn)品 營(yíng)銷(xiāo)策略　出處：《湖南大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：企業(yè)的興旺與否關(guān)鍵在于管理的好壞，企業(yè)的營(yíng)銷(xiāo)管理是企業(yè)管理的重中之重。作為國(guó)內(nèi)領(lǐng)先的ERP軟件廠商，金蝶軟件（中國(guó)）有限公司希望通過(guò)營(yíng)銷(xiāo)策略的調(diào)整及營(yíng)銷(xiāo)體系的重新構(gòu)建，提升其EAS產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)能力，獲取其在高端ERP市場(chǎng)更大的份額。 論文采用實(shí)際調(diào)查研究與統(tǒng)計(jì)分析相結(jié)合，定性與定量分析相結(jié)合等技術(shù)手段與方法，以金蝶軟件（中國(guó)）有限公司和其推出的EAS（EAS為EnterpriseApplication Suites的簡(jiǎn)稱(chēng)）為研究對(duì)象，對(duì)EAS產(chǎn)品的營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了客觀的分析和評(píng)估，指出了其必須針對(duì)EAS調(diào)整營(yíng)銷(xiāo)策略并構(gòu)建新的營(yíng)銷(xiāo)體系。本文的營(yíng)銷(xiāo)策略設(shè)計(jì)始終堅(jiān)持公司提出的“幫助顧客成功”的商業(yè)理念和“產(chǎn)品領(lǐng)先、伙伴至上”的戰(zhàn)略思想，并提出了EAS營(yíng)銷(xiāo)策略實(shí)施的原則、步驟及相應(yīng)的實(shí)施保障措施。筆者認(rèn)為，金蝶公司EAS產(chǎn)品的營(yíng)銷(xiāo)必須通過(guò)細(xì)分市場(chǎng)、調(diào)整產(chǎn)品策略、拓寬營(yíng)銷(xiāo)渠道、加強(qiáng)服務(wù)營(yíng)銷(xiāo)意識(shí)等方面構(gòu)建服務(wù)客戶(hù)全過(guò)程的營(yíng)銷(xiāo)體系，這樣才能不斷獲取并維持金蝶EAS在集團(tuán)管控ERP領(lǐng)域的競(jìng)爭(zhēng)優(yōu)勢(shì)，從而實(shí)現(xiàn)公司致力于不斷提升企業(yè)管理與企業(yè)信息化管理的遠(yuǎn)景目標(biāo)。 金蝶公司在EAS營(yíng)銷(xiāo)過(guò)程中碰到的困難，反映了一個(gè)技術(shù)領(lǐng)先的公司在不斷發(fā)展與提升的過(guò)程中遇到的深層次困惑，也是一個(gè)財(cái)務(wù)軟件廠商向高端ERP廠商轉(zhuǎn)型過(guò)程遇到的普遍困難。希望本文對(duì)金蝶公司營(yíng)銷(xiāo)策略的研究與營(yíng)銷(xiāo)體系構(gòu)建與實(shí)施的建議，能夠?yàn)楣緺I(yíng)銷(xiāo)體系的優(yōu)化與重新構(gòu)建提供一定的幫助，并能對(duì)公司營(yíng)銷(xiāo)業(yè)績(jī)的改善提供有效的幫助，同時(shí)也對(duì)同行業(yè)的ERP企業(yè)有一定的借鑒意義。
[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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F49

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本文編號(hào)：1469917