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Research On Marketing Strategy Of Big Customer Management Software Products

Posted on:2016-05-31Degree:MasterType:Thesis
Country:ChinaCandidate:N YangFull Text:PDF
GTID:2209330470978131Subject:Business administration
Abstract/Summary:PDF Full Text Request
Software industry is the soul of information industry and the core, in the adjustment of industrial structure, promoting industry amalgamation and transformation of the mode of development, enhance the comprehensive national strength, to maintain national security are playing an increasingly important role. Beijing Join-Cheer Software Co.,Ltd. as China’s leading management software suppliers, long-term commitment to government departments and enterprises group provides consulting and information management solutions. Big customer marketing as the core content of marketing, is a matter of success or failure of enterprise marketing is about the rise and fall of success or failure, for a long time its software such as a fast growing domestic software companies, big customer marketing strategy study on its meaning is self-evident. Thereby, this article first on the basis of comprehensive review of the marketing theory and practice, especially the theory of ERP software, marketing strategy theory and big customer marketing strategy theory has carried on the system elaboration, for the full text of the qualitative and quantitative analysis provide the necessary theoretical framework and the realistic basis. Secondly, based on the status of big customer marketing for its software on the system analysis, for long the evolution of software development, product and market conditions and so on has carried on the comprehensive summary, and for a long time the big customer marketing management software system analysis, the problems faced by big customer marketing for a long time the software also has carried on the SWOT analysis. Moreover, on the main factors influencing the big customer marketing for its software has carried on the qualitative analysis, combined with the software for the large customer marketing present situation, by constructing Logistic regression model, to empirically the influence factors for the big customer marketing inspection, find out the influence for the software big customer marketing strategy of the main factors and its influence. Finally, the above analysis and found that gives the big customer strategy design must adhere to the principle of the big four, is analyzed on the basis of the time the software design of large customer marketing strategy, and the safeguard measure is given.The main contribution of this thesis is that: firstly, the thesis puts forward the ERP software enterprise big customer marketing strategy theory framework. In traditional carding and integrate the enterprise marketing strategy on the basis of the combination in this paper, the research findings and empirical analysis, given the big customer marketing strategy problem diagnosis ERP software enterprises, the project design and safeguard measures. Secondly, we find out the influence of ERP software enterprises the main factors of big customer marketing strategy. Based on the main factors influencing the software for the big customer marketing, qualitative analysis combined with the software for the large customer marketing present situation, build a Logistic regression model, for the large customer marketing factors for the empirical test, find out the influence for the software big customer marketing strategy of the main factors and its influence.
Keywords/Search Tags:Beijing Join-Cheer Software Co.,Ltd., Big customers, Marketing, Strategy
PDF Full Text Request
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