Mobile Marketing Strategy For Kingdee

Mobile internet industry is entering a new era, as3rd Generation(3G) or even4th Generation(4G) technology develops and comes into use, smart phones pervade all over the global and habits of Internet users change dramatically. Every industry, in particular ERP business, faces a reshuffle, for the traditional marketing strategies meet enormous impacts and challenges brought about by changing user habits and requirements. It becomes inevitable for ERP enterprises to make changes to keep pace with the new trend,mobile Internet. Based on the previous studies and existing theories, the author puts forward a new marketing model and marketing system for ERP software, to explore how exactly ERP software companies implement marketing strategies in a scientific way and transfer to mobile Internet business in a real sense.This thesis presents background and purpose of the research in the first place, and gives in-depth analysis to the research ideas and methods in association with the theories like PEST analysis, SWOT analysis, STP theory,4P-4C-4R marketing mix. After that, Kingdee Software is taken as an example. Analysis is made on competition meet by Kingdee Software in domestic and international markets, operating status of Kingdee and challenges faced by Kingdee in the current situation. Target markets is recommended after analysis on market segmentation, and new market strategy for Kingdee Software comes out in the end after analysis based on the marketing mix4P-4C-4R.