Designing On Service Marketing Proposal Of Management Software

With software technology's popularity and market's getting mature, management software market's competition is intensifying. Management software enterprises have to search for new profit mode for developing better. Service marketing, at the right moment, becomes new competition weapon that management software enterprises aim at. By service marketing, management software enterprise could not only enhance products competition, create unique brand advantage, but also increase management software value so that creating management software enterprise's new profit-increase point and competition advantage.This article summarizes Chinese management software enterprise's main characteristic and their profit structure, analyzes their service and service marketing condition, points out the principal problems which annoying management software enterprise, that is, products incline to the same character, market competition intensifying, being urgent to search for new profit-increase point, raises that service marketing is the only way to solve these problems. At the moment, IT industry has realized the importance of service marketing to the management software enterprise, but there is lack of systematic management software enterprise service marketing solution combined together present service marketing theory. This article bases on 7Ps service marketing combination, analyzes the characteristic and actual condition of supply and demand of service of Chinese management software enterprise, analyzes deeply the behavior characteristic of customer's buying management software, points out the notion and market of service marketing should be cultivated with effort, service marketing should be carried out actually, and raises the designing proposal of service marketing of management software enterprise. I hope this article can make valuable contribution to service marketing of Chinese management software enterprise in theory and practice.First, the Theory Foundation of Service Marketing In the past few years, marketing scholar discuss broadly on service marketing. From the late 1980's, the almost same proposal were reached on service marketing combination by marketing scholar, that is, on the basis of traditional 4Ps, three variables, People, Physical Evidence, Process are added so that 7Ps service marketing combination are formed. With the raise and approve of 7Ps, the theory study of service marketing are extended to interior marketing, service enterprise culture, staff satisfaction, client satisfaction and loyalty, and overall quality management etc.The actual of service marketing is to foster the exchange of service. With the distinction of service, the two field of service marketing are formed, that is, service products marketing and client service marketing. The essence of service products marketing is to study how to foster the exchange of service as products; and the essence of client service marketing is to study how to utilize service as marketing tool to foster the exchange of visible products. The service marketing of management software enterprise involves both of them. On the other hand, service marketing has a series of characteristic, that is, the scatter of supply and demand, the singleness of marketing style, the complexity of marketing object, and the big elasticity of service customer demand that differ with products marketing.Second, the Analysis of Developing Status of Service Marketing of Management SoftwareThe marginal cost of management software is very low, but the fixed cost and deposited cost are very high. Its consulting and service need heavy work and higher standard. Management software market has the characteristic of high growth, high intelligence input and high added value. With software technology and its products trending to the same character, market competition is getting intensified, which reduces gradually the profit space of management software enterprise. Management software enterprises have to search for new profit-increase point. The adding-value service of software just...