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HY Company Collaborative Office Software Product Experience Marketing Problem And Optimization Strategy Research

Posted on:2018-02-22Degree:MasterType:Thesis
Country:ChinaCandidate:L GengFull Text:PDF
GTID:2359330542986327Subject:Business administration
Abstract/Summary:PDF Full Text Request
The office automation software have developed more than 20 years in China,now it is in a faster growth period,according to related the information its sales revenue achieve several billions CNY,and it became the second software demand in the marketing,ERP is the number one demand.As enterprise more focus on working automation,informatization,efficiency,intelligentialize,paperless and more new concept,so the office automation software demand is growing very fast.The growth of office automation software make too many vendor to join this area,so the competition is more intense than before,which also make the product gross margin more lower.In this hard situation,our key issue is how to find a special marketing way of HY company.This article will based on experience marketing principle,use the concepts of sensory marketing,emotional marketing and thinking marketing,combine technology acceptance model and task-technology fit model,based on these scientific theory information to optimize product design and improve sales communication skills.Focus on HY company key product office automation software and mobile working app to provide a system solution of HY marketing guideline.According to analyze HY current product and status,we find they lack of visual experience,perceived usefulness,perceived ease of use.Then can find out the root case in sensory marketing,emotional marketing and thinking marketing and provide related solution.For sensory marketing,plan to increase the system display ability,optimize perceived usefulness and perceived ease of use;for emotional marketing,it is our weakness step,so we will do more training and activity for regular customer;for thinking marketing,stand on customer working environment and think about the future of working automation,then provide an innovation system experience solution.Our target is that set up a new road of marketing which is different from our competitor,so that HY company can find out the blue sea in high competition environment.
Keywords/Search Tags:Office Automation software, Experience marketing, Sensory marketing, Emotional marketing, Thinking marketing
PDF Full Text Request
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