Research On Markting Management Of Solutions Based On Customer Needs

The development of information technology and popularization of mobile Internet, the market environment has undergone tremendous changes, more and more enterprises from product marketing transformation "system solution provider" (for example:IBM, Xerox). Solution Marketing [Note:solution marketing is based on customer needs, customized solutions, creating value for customer marketing mode] to become the enterprise value of the spread of new marketing mode. Through the summary of many years of work experience in marketing management solution, combined with the solution marketing theory, constructs the theoretical framework of solution marketing management based on customers’ needs. Customer demand-oriented solution marketing and product-oriented traditional marketing, there are very different in the marketing management process. Based on the literature review related solution on marketing theory, summarized based on customer demand for solution marketing basic theoretical framework proposed solution marketing mix strategy (I-SIVA), solution marketing system to build, solution marketing implementation process Management of management points. In this paper, the research results reflect the following three aspects:First, solution marketing is based on client needs, scientific design, organization, coordination of corporate behavior, creating value for customers marketing. The difference between marketing and traditional marketing solution to businesses that reshape the relationship between the customer, the transition from the sale of the partnership relations, mutual benefit, work together to create value and achieve "win-win" situation; second, proposed I-SIVA marketing mix strategy, namely the Interaction, Solution, Information, Value, Access, replacing the traditional 4P marketing idea. Solution marketing is based on the interaction with customers, based on customer demand, two-way information exchange, providing customers with solution, through an effective way to honor customer value proposition; thirdly, by F company case studies, Summed up the successful and effective marketing management solution that improve marketing efficiency and marketing effectiveness while continuing to deliver on the customer value proposition process. In the process of marketing management solution, not only to shorten the sales cycle, improve customer contract signing rate and enhance customer payment, but also to focus on improving the customer experience, value, customer satisfaction, and to extend the customer life cycle.Based on core customer demand for solution marketing management is a system to provide customers with solutions that create value for customer’s lies, but also the core competitiveness of enterprises. Solution marketing management theory to I-SIVA marketing concept as the cornerstone for the positioning "system solution provider" of the corporate marketing practice to provide a reference.