The Marketing Innovation Of General Management Software

The target market of general management software is the numerous Small and Medium Businesses(SMB),the SMB operating with a flexible, simple process, person of multi-duties and so on, the informationization demand of the SMB request low prices, practical, easy-to-use, full and timely services, The purchase characteristic is sensitive to the price, and the decision made by boss with his friend's influence. The potential of general management software market is huge, but the old marketing mode was comparatively backward, is unable to adapt the rapid popularization market requirement, needed to have the innovation and the breakthrough.Based on the market demand characteristic and the general management software's characteristic, unifies to the old marketing mode analysis foundation, the author of this study produced many ideas through the brains storm and the rational analysis, and then through the SWOT Analysis of the value chain and strategic plans, and other analysis tools, finally, chose a best one from the three kind of more innovative marketing mode which produced through the brains storm and the rational analysis.The strategy of innovation marketing breakthrough original thought, it's goal is obtains with the consolidated market leading positions, and it can reduce business and consumer costs and improve customer value, the main point is separates management software's operation: sale and service, including more specialized, price split, industry promotion, business-oriented management, and so on.The innovation marketing strategy execution needs organizational restructuring and process reengineering, establishes series mechanisms such as performance & incentive mechanism and the training & study mechanism, the Balanced Scorecard is an important tool to quantify and the segment innovation marketing strategy, is an important method to carry out the above implementation work.While completes the marketing innovation of general management software, this study also shows that marketing and innovation for businesses and customers and even the society is very important and very necessary.