English Title Of Doctor Dissertation(Master Thesis Or Master Research Report)

Increasing trend of globalization of the world economy in recent years, management information tools are increasingly high demand, China has come to realize the importance of management software industry, and gradually started as the core of our country’s information industry software industry to develop. As the demand and the rapid expansion of the market management software, which makes management software has made remarkable achievements, showing a trend of rapid and steady development. Fast development of while, management software marketing process of problem also increasingly highlight. SAP ERP as abroad of management software in China has more obviously puzzles in this market, mainly reflected in marketing concept behind, not adapted market purpose for win-win needs; traditional of marketing channel and marketing mode also cannot adapted contemporary changing of market, under the full competitive environment, it’s big fish eat little fish, fast fish eat slow fish, management software industry how insight market, how perfect, and optimize marketing strategies and marketing process becomes extremely important.This paper firstly is to introduce the characteristics of Rainbow software and the SAP ERP project, then to explain the SAP ERP marketing basic knowledge, and the analysis of the SAP ERP project marketing environment and ERP analysis of the market, and industry competition analysis. and then combined with my own 10 years of sales experience and project Rainbow software SAP ERP more than 6 years of marketing experience, marketing status the Rainbow software SAP of ERP project and the analysis of existing problems, on the basis of the marketing process from customer focus, customer communication project, plan, agreement, orders, project implementation, project delivery problems and cause analysis in section seven ring, finally found how to solve the seven links of the rainbow software SAP ERP in project marketing brand awareness is low, the industry case, consultant experience shallow coping strategies and methods.Finally, in my personal experience of project marketing case: Rainbow company SAP ERP project at every stage of the marketing process in TQ marketing aspect of the company and the seven success factors and marketing strategies to analyze and study the way the use of theory with practice further elaborated the marketing process in SAP ERP project success factors and details.