| Service marketing of managingsoftware enterprises of our countryIn recent years, with joining WTO, and the aggravation day by day of enterprise's competition, the demand for the management of software of enterprise of our country is strengthened day by day. Of our country software managing enterprise turnover annual growth rate even high at 20%-40% on average.In the development of the managing software trade ,the service plays an importent and necesserry role .Managing software enterprises cost more and more on service and this has made them can't held up.In this thesis,through the discussion of four chapters ,the following is discussed: service's value, the reason the service charge is difficult and pointing out that managing software enterprises must separate service from software product, market it as independent products.Only in this way, software enterprises could bare the pressure of service cost and offer better sevice to users. The structure of the thesis is as follows: Chapter one discuss the current situations and products characteristics of the managing software trade of our country, point out the managing software's handing over procedure and applying depend on service; Chapter two discuss the characteristic and function served in the managing software trade , point out the invisible and high value of service and it plays a positive role in the development of the software trade; Chapter three analyses that in our country, the facing question and reason of marketing service in the management software trade. Analyzing is from users and manufacturer oneself separately; According to above-mentioned analysis ,Chapter four put forward countermeasure and suggestion of establishing the system of perfecting service marketing. The main content and view involved in the thesis are as follows:Because of the particularity of managing software, the service has run through all links and course that products handing over and even follow-up of software use. Several years ago, service and software are trussed up together to be sold by software manufactures and service is generally presented to users freely . So, users' head form the inherent consumption habit of " serving freely ".With development of managing software itself and the improving day by day of user's needs, the service shows the value that itself is totally different from the material object products especially more and more. Investigate according to the authority that the organization counts and infers . The rate of increase in recent years of service market of the management software is above 30%; Service cost which manufacturer have to pay on users is higher and higher, even exceed cost of software product. Such consumption have influenced normal running of enterprises and sustainable development greatly; Abroad similar to software managing company, proportion of service income account for 40%-60% business income mainly already, and in fine company of our country, the income of the service item accounts for 20% at most in recent years. Compared with foreign company, there is 20%-40% of the rising space. Because of the user demand and the unique value of market sevice, service is totally possible to be separeted from software product and to be sold to users as the independent products; Because service cost's rising constantly, software managing enterprises at all necessary make service independently to buyers, show the value served to users tangibly , and make service department turn from " cost centre " into " profit center ". Realizing the point of growth with new profit of enterprise, wanting selling service the independent product to users, manegement enterprises need to do service marketing . During doing service marketing, the most important and basic element is paying attention to users and managing user's relationship properply. According to users' characteristics , we should design different service product , service scheme, set up corresponding distribution mode and service m... |
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