用友ERP软件整合营销体系研究
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摘要
随着ERP软件企业间竞争的加剧、客户需求的日益变化,企业单一的技术创新或管理创新越来越容易被其他企业所模仿,如果仍然采用以产品为中心向客户展现软件产品功能、特色而忽略客户切实需求的不变的营销方式和手段,将影响客户的满意度和忠诚度,很难确保企业在激烈的竞争中获胜。在这样的背景下,如何建立合适的渠道和资源的整合来实现有效的营销;同时又能在与客户接触过程中提出适应消费者新需求的建议,以不断推动产品的开发和生产,提升客户价值成为必须解决的课题。鉴于此,在前人研究与现有理论的基础上,笔者以整合营销为依托,提出了ERP软件新营销模式,并建构ERP软件整合营销体系,在ERP的整合营销方面作出探索性研究。
正是基于此,首先本文在对相关文献进行综述的基础上介绍了ERP与整合营销理论体系,对ERP本身进行了透彻的研究。然后对用友公司ERP实施整合营销模式的必要性进行了阐释,主要是通过分析用友ERP目前面临的营销环境及国内外的竞争对手情况比较,找到用友ERP营销所面临的营销困境,进一步分析了造成困境的原因,为构建ERP整合营销体系做好铺垫。最后根据理论论述和实践研究分析,从受众决策过程及增加带给客户的价值的角度来构建ERP软件的整合营销体系。
With the intensified industry competition and ever changing customer demands,merely focus on technological innovation or management innovation can easily be mimicked by competitors.If product orientated marketing strategy that is based on selling out of shelf software has been adopted and constantly ignored the real customer needs,the consequences would lead to lowing customer satisfaction and loyalty.In this circumstances,how to set up appropriate channels and resources to achieve effective marketing.And also during the interaction with the customers,real customer concerns and needs are been exposed that will endeavour the continuing product research and development. Therefore,enhancing customer values has become the must solving subject.In this thesis,a new ERP software marketing strategy has been presented and it has made exploratory steps towards integrated EPR marketing system.
It contains research background,the introduction of UFIDA,research purpose,research significance,research methodology and main structure of the thesis.This research started with examining the current macro and micro marketing situations of UFIDA,and then identified the marketing pitfalls and the reasons for those difficulties.The construction and operation of integrated marketing strategy for UFIDA ERP software is the sole of this thesis.The principles of the integrated marketing strategy and the different aspects of how customer values can be combined into will be explained.By reviewing and reflection throughout the research result,the conclusion will be derived from the above discussions.
正是基于此,首先本文在对相关文献进行综述的基础上介绍了ERP与整合营销理论体系,对ERP本身进行了透彻的研究。然后对用友公司ERP实施整合营销模式的必要性进行了阐释,主要是通过分析用友ERP目前面临的营销环境及国内外的竞争对手情况比较,找到用友ERP营销所面临的营销困境,进一步分析了造成困境的原因,为构建ERP整合营销体系做好铺垫。最后根据理论论述和实践研究分析,从受众决策过程及增加带给客户的价值的角度来构建ERP软件的整合营销体系。
With the intensified industry competition and ever changing customer demands,merely focus on technological innovation or management innovation can easily be mimicked by competitors.If product orientated marketing strategy that is based on selling out of shelf software has been adopted and constantly ignored the real customer needs,the consequences would lead to lowing customer satisfaction and loyalty.In this circumstances,how to set up appropriate channels and resources to achieve effective marketing.And also during the interaction with the customers,real customer concerns and needs are been exposed that will endeavour the continuing product research and development. Therefore,enhancing customer values has become the must solving subject.In this thesis,a new ERP software marketing strategy has been presented and it has made exploratory steps towards integrated EPR marketing system.
It contains research background,the introduction of UFIDA,research purpose,research significance,research methodology and main structure of the thesis.This research started with examining the current macro and micro marketing situations of UFIDA,and then identified the marketing pitfalls and the reasons for those difficulties.The construction and operation of integrated marketing strategy for UFIDA ERP software is the sole of this thesis.The principles of the integrated marketing strategy and the different aspects of how customer values can be combined into will be explained.By reviewing and reflection throughout the research result,the conclusion will be derived from the above discussions.
引文
1.博比·卡尔德,凯洛格论整合营销[M],海南:海南出版社,2007
2.陈希、诸克军、刘花璐,小议整合营销[J],商场现代化,2006(9)
3.陈放,整合策划技术[M],北京:时事出版社,2001,P260-261
4.陈酉宜、李广平,ERP产品发展趋势分析,河南机电高等专科学报,2005(5)
5.程绍珊,建设有机性营销组织[J],http://finance.sina.com.cn,2006.8.16
6.董雅丽、陶李,整合营销战略[J],企业管理,2004(6)
7.董燕、金安,试论市场整合营[J],经济师,2001(9)
8.多米尼克.威尔逊,组织营销[M],.北京:机械工业出版社,2002年1月
9.丁家永,整合营销观念与锻造核心竞争力[J],商业研究,2004(8)
10.丹尼斯J·克希尔著,刘京安等译,内部营销[M],北京:机械工业出版社,2000,P2
11.菲利普·科特勒,营销管理(第Ⅱ版)[M],上海:上海人民出版社,2003
12.范云峰,管理营销渠道[M],北京:中国经济出版社,2003
13.冯军,整合营销传播:系统论和营销理论的融合,湖北广播电视大学学报,2006(9)
14.郭金兰,纵观国内外ERP的实施,中国信息导报,2003(8)
15.盖建华,李旭新,影响企业整合营销传播的相关因素[J],统计与决策,2006(11)
16.韩珂,浅析整合营销的操作及执行[J],经济师,2007(1)
17.胡正明,中国营销--对策与创新[M],北京:经济科学出版社,2001
18.胡耀,企业营销传播力研究[M],武汉:武汉大学出版社,2005
19.侯培亮,基于Web服务的电子商务与ERP集成模式研究,今日湖北理论版,2007(5)
20.金绮丽,理论综述:实施的要求和原则[J],营销学苑,2006(1)
21.井浩涌,吕洪兵,顾客价值理论分析[J],大连铁道学院学报,2002(2)
22.林勇、马士华,供应链管理环境下供应商的综合评价选择研究[J],物流技术,2000(5)
23.刘威,九问科特勒[J],中国经营报,2003.9.8
24.刘晓冰、王枫,ERP的发展/现状及展望,工业工程,2002(3)
25.林建,ERP的未来发展趋势研究,系统工程理论与实践,2002(4)
26.龙飞,基于整合营销传播理念的企业组织结构再造研究[M],长沙:中南大学出版社,2005
27.迈克尔·波特,竞争优势[M],北京:中国财政经济出版社,1988
28.桑劲松,在美国看中小型ERP市场[J],IT经理世界,2003(6)
29.汤姆·邓肯,广告与整合营销传播原理(第二版)[M],北京:机械工业出版社,2006
30.唐.E.舒己尔茨,整合行销传播[M],中国物价出版社,2002
31.伍士林,浅议整合营销在我国企业中的开展[J],中国流通经济,1999(2)
32.王锋,如何进行整合营销[M],北京:北大出版社,2003
33.夏颖,价值链理论初探,理论观察,2006(4)
34.徐智明、高志宏,广告策划:广告艺术的全新范本[M],北京:中国物价出版社,1997,P42-44
35.张蕾,基于价值链理论的精益营销研究[J],市场周刊,2007(4)
36.赵占亮、池玉清、王亚森,整合营销管理提升企业竞争力[J],内蒙古石油化工报,2004(2)
37.张文贤,市场营销创新[M],上海:复旦大学出版社,2002
38.朱小平,我国ERP发展现状与对策研究,企业管理信息化,2002(6)
39.钟守机,ERP理论发展的五阶段论及其在IT经济中的发展趋势,经济师,2004(9)
40.张依农,论管理软件企业服务营销中存在的问题与对策,集团经济研究,2006(12)
41.张公嵬,关于资源整合营销策略的探讨,内蒙古科技与经济,2007(4)
42.郑承志,ERP实施业务模型设计与实现,沈阳工程学院学报(社会科学版),2007(4)
43.王少君、王刚,面向ERP实施的评价方法分析与选择,制造业自动化,2007(5)
44.Christopher H.Lovelock.Marketing Service-Third Edition[M].Prentice Hall INC.2002
45.Charles W.Lamb,Joseph F.Hair,Marketing(the sixth edition)[M].Beijing University Hall,2002
46.David N.McArthur and Tom Griffin.A Marketing Management View of Integrated Marketing Communications[J].Journal of Advertising Research.September/ October 1997
47.Helen hock.Marketing Mix[J],principle of marketing.2003(4)
48.Hartnett.Michael.Innovation&opportunities.Frozen Food Age.Oct 2005,P36-51
49.Jeffrey Rayport,John Sviokla,Exploiting the Virtual Value Chain[J],Harvard Business Review,Sep-Dec,1995,P75-99
50.Kaplan and Norton.The Strategy Focused-Organization[M].New York:Harvard Business School Press.2001
51.Kaikati,Andrew M,Kaikati,Jack G;Galifomia.Stealth marketing:How to reach consumers surreptitiously[M]..Management Review.Summer 2004.P6-22
52.Li Tiger,Cavusgil,S,and Tamer.Decomposing the effects of Market Knowledge competence in
53.MARTIN FOWLER.Patterns of Enterprise Application Architectur[M].San FranciscoUSA:Pearson Education Inc,2003.
54.McMaster,McMaster Mark,Stout Erin.Look before you Launch[J].Sales &Marketing,Management Dec 2001,P54
55.Palamiswamy Rajagopal,An Innovation Diffusion View of Implementation of Enterprise Resource Planning(ERP) System and De-velopment of a Research Model[J],Information & Management,2002(10)
56.P.M.Simpson,J.A.Siguaw,T.Lbaker:《A Model of Value Creation:Supplier Behaviors and Their Impact on Reseller-Perceived Value》,Industrial Marketing Management,2002(Vol.30),pp.123
57.Porter M E.Competitive Advantage[M].New York:The Free Press,1985,P11-21
58.Paustian Chude,world war Ⅱ Unity a Lesson that still should Apply now[J],Advertising Age's Business Marketing, Jan, 1995, P8
59. Philip Kotler. Marketing Management:Analysis,Planning,Implementation,&Control[M]. Ninth Edition,Upper Saddle River,N.J:Prentice-Hall,Inc.,1997.P631
60. Ramaro Desiraji and Steven M Shugan. Strategic Service Pricing and Yield Managemen[J]. Journal 1 of Marketing, January 1999
61. Sandra E.Moriaty,The Making of Effective Advertising[M],Englewood Cliffs,N.J.:Prentice Hall, 1990:57
62. Scott Geld: Importance Of Integrated Marketing, http: www.. Marketing Blaster.com, March 21, 2005
63. Smarter product development Process depends on demand insight [J], sound infrastructure, Manufacturing Business Technology.Aug 2005, P38
64. Teece, D.J., Rumelt.R. Dosi.G. Understanding Corporate Coherence [J]. Journal of Economic Behavior and Organization, 1994(1),P1-30.
65. Thomas R. Duncan at / Stephen E . Everett. Client Perceptions of Integrated Marketing Communications [J]. Journal of Advertising Research. May / June 1993.
66. Waite Thomas J, Cohen, Allan L, Robert.Marketing Breakthrough Products [J]. Harvard Business Review.Nov/Dec 1999.P32
67. William Wells,John Buenett & Sandra Moriaty.Advertising:Principe & Practice[M],Upper Saddle River,N.J:prentice-Hall,1995,P37
2.陈希、诸克军、刘花璐,小议整合营销[J],商场现代化,2006(9)
3.陈放,整合策划技术[M],北京:时事出版社,2001,P260-261
4.陈酉宜、李广平,ERP产品发展趋势分析,河南机电高等专科学报,2005(5)
5.程绍珊,建设有机性营销组织[J],http://finance.sina.com.cn,2006.8.16
6.董雅丽、陶李,整合营销战略[J],企业管理,2004(6)
7.董燕、金安,试论市场整合营[J],经济师,2001(9)
8.多米尼克.威尔逊,组织营销[M],.北京:机械工业出版社,2002年1月
9.丁家永,整合营销观念与锻造核心竞争力[J],商业研究,2004(8)
10.丹尼斯J·克希尔著,刘京安等译,内部营销[M],北京:机械工业出版社,2000,P2
11.菲利普·科特勒,营销管理(第Ⅱ版)[M],上海:上海人民出版社,2003
12.范云峰,管理营销渠道[M],北京:中国经济出版社,2003
13.冯军,整合营销传播:系统论和营销理论的融合,湖北广播电视大学学报,2006(9)
14.郭金兰,纵观国内外ERP的实施,中国信息导报,2003(8)
15.盖建华,李旭新,影响企业整合营销传播的相关因素[J],统计与决策,2006(11)
16.韩珂,浅析整合营销的操作及执行[J],经济师,2007(1)
17.胡正明,中国营销--对策与创新[M],北京:经济科学出版社,2001
18.胡耀,企业营销传播力研究[M],武汉:武汉大学出版社,2005
19.侯培亮,基于Web服务的电子商务与ERP集成模式研究,今日湖北理论版,2007(5)
20.金绮丽,理论综述:实施的要求和原则[J],营销学苑,2006(1)
21.井浩涌,吕洪兵,顾客价值理论分析[J],大连铁道学院学报,2002(2)
22.林勇、马士华,供应链管理环境下供应商的综合评价选择研究[J],物流技术,2000(5)
23.刘威,九问科特勒[J],中国经营报,2003.9.8
24.刘晓冰、王枫,ERP的发展/现状及展望,工业工程,2002(3)
25.林建,ERP的未来发展趋势研究,系统工程理论与实践,2002(4)
26.龙飞,基于整合营销传播理念的企业组织结构再造研究[M],长沙:中南大学出版社,2005
27.迈克尔·波特,竞争优势[M],北京:中国财政经济出版社,1988
28.桑劲松,在美国看中小型ERP市场[J],IT经理世界,2003(6)
29.汤姆·邓肯,广告与整合营销传播原理(第二版)[M],北京:机械工业出版社,2006
30.唐.E.舒己尔茨,整合行销传播[M],中国物价出版社,2002
31.伍士林,浅议整合营销在我国企业中的开展[J],中国流通经济,1999(2)
32.王锋,如何进行整合营销[M],北京:北大出版社,2003
33.夏颖,价值链理论初探,理论观察,2006(4)
34.徐智明、高志宏,广告策划:广告艺术的全新范本[M],北京:中国物价出版社,1997,P42-44
35.张蕾,基于价值链理论的精益营销研究[J],市场周刊,2007(4)
36.赵占亮、池玉清、王亚森,整合营销管理提升企业竞争力[J],内蒙古石油化工报,2004(2)
37.张文贤,市场营销创新[M],上海:复旦大学出版社,2002
38.朱小平,我国ERP发展现状与对策研究,企业管理信息化,2002(6)
39.钟守机,ERP理论发展的五阶段论及其在IT经济中的发展趋势,经济师,2004(9)
40.张依农,论管理软件企业服务营销中存在的问题与对策,集团经济研究,2006(12)
41.张公嵬,关于资源整合营销策略的探讨,内蒙古科技与经济,2007(4)
42.郑承志,ERP实施业务模型设计与实现,沈阳工程学院学报(社会科学版),2007(4)
43.王少君、王刚,面向ERP实施的评价方法分析与选择,制造业自动化,2007(5)
44.Christopher H.Lovelock.Marketing Service-Third Edition[M].Prentice Hall INC.2002
45.Charles W.Lamb,Joseph F.Hair,Marketing(the sixth edition)[M].Beijing University Hall,2002
46.David N.McArthur and Tom Griffin.A Marketing Management View of Integrated Marketing Communications[J].Journal of Advertising Research.September/ October 1997
47.Helen hock.Marketing Mix[J],principle of marketing.2003(4)
48.Hartnett.Michael.Innovation&opportunities.Frozen Food Age.Oct 2005,P36-51
49.Jeffrey Rayport,John Sviokla,Exploiting the Virtual Value Chain[J],Harvard Business Review,Sep-Dec,1995,P75-99
50.Kaplan and Norton.The Strategy Focused-Organization[M].New York:Harvard Business School Press.2001
51.Kaikati,Andrew M,Kaikati,Jack G;Galifomia.Stealth marketing:How to reach consumers surreptitiously[M]..Management Review.Summer 2004.P6-22
52.Li Tiger,Cavusgil,S,and Tamer.Decomposing the effects of Market Knowledge competence in
53.MARTIN FOWLER.Patterns of Enterprise Application Architectur[M].San FranciscoUSA:Pearson Education Inc,2003.
54.McMaster,McMaster Mark,Stout Erin.Look before you Launch[J].Sales &Marketing,Management Dec 2001,P54
55.Palamiswamy Rajagopal,An Innovation Diffusion View of Implementation of Enterprise Resource Planning(ERP) System and De-velopment of a Research Model[J],Information & Management,2002(10)
56.P.M.Simpson,J.A.Siguaw,T.Lbaker:《A Model of Value Creation:Supplier Behaviors and Their Impact on Reseller-Perceived Value》,Industrial Marketing Management,2002(Vol.30),pp.123
57.Porter M E.Competitive Advantage[M].New York:The Free Press,1985,P11-21
58.Paustian Chude,world war Ⅱ Unity a Lesson that still should Apply now[J],Advertising Age's Business Marketing, Jan, 1995, P8
59. Philip Kotler. Marketing Management:Analysis,Planning,Implementation,&Control[M]. Ninth Edition,Upper Saddle River,N.J:Prentice-Hall,Inc.,1997.P631
60. Ramaro Desiraji and Steven M Shugan. Strategic Service Pricing and Yield Managemen[J]. Journal 1 of Marketing, January 1999
61. Sandra E.Moriaty,The Making of Effective Advertising[M],Englewood Cliffs,N.J.:Prentice Hall, 1990:57
62. Scott Geld: Importance Of Integrated Marketing, http: www.. Marketing Blaster.com, March 21, 2005
63. Smarter product development Process depends on demand insight [J], sound infrastructure, Manufacturing Business Technology.Aug 2005, P38
64. Teece, D.J., Rumelt.R. Dosi.G. Understanding Corporate Coherence [J]. Journal of Economic Behavior and Organization, 1994(1),P1-30.
65. Thomas R. Duncan at / Stephen E . Everett. Client Perceptions of Integrated Marketing Communications [J]. Journal of Advertising Research. May / June 1993.
66. Waite Thomas J, Cohen, Allan L, Robert.Marketing Breakthrough Products [J]. Harvard Business Review.Nov/Dec 1999.P32
67. William Wells,John Buenett & Sandra Moriaty.Advertising:Principe & Practice[M],Upper Saddle River,N.J:prentice-Hall,1995,P37