Research On The Optimization Of ERP Software Marketing Strategy Of L Company

With the development of the new generation of information technology,the digital transformation of enterprises and the acceleration of the process of localization substitution,ERP enterprise management software manufacturers in China have ushered in great development opportunities.In order to seize the industry market,a large number of different types of software manufacturers change careers or accelerate the development of ERP business,the market competition is unprecedented fierce.L company,as a high-end ERP leading manufacturer,has a good customer base of state-owned enterprises and large group enterprises.Although the current development momentum of enterprises is good,but how to better achieve forging long board,make up short board,occupy a favorable position in the fierce market competition,has become a problem that enterprises have to face.This paper takes L Company’s ERP software marketing strategy as the research object,mainly adopts literature analysis,case analysis,comparative analysis,questionnaire survey and other research methods to analyze the problems existing in the ERP industry and L company.With the help of marketing mix theory,service marketing theory and other authoritative marketing theories,the present situation of enterprise marketing is deeply analyzed.The SERVQUAL tool was used to design questionnaires and obtain first-hand user satisfaction data.By using PEST,Porter’s Five Forces model,micro environment influencing factors and other models,the marketing environment is deeply analyzed from different levels of macro environment,industry environment and micro environment.For the problem of analysis and identification,based on the 7Ps theory,From product,price,channel,promotion,personnel,process,tangible display and other aspects,it is proposed that L company should pay more attention to product research and development,optimize product layout,improve pricing model,strengthen channel partner development and incentive,strengthen promotion content and form innovation,build high-quality talent team,improve service quality system construction,strengthen user satisfaction perception,finish Good service standardization construction and other optimization suggestions.Centering on the implementation of optimization strategy,the paper puts forward the optimization measure guarantee scheme from four aspects: technical guarantee,organizational guarantee,system guarantee and fund guarantee.In view of the highly coupled characteristics of ERP software products and services,in order to improve customer satisfaction,from the perspective of service marketing,based on the classic marketing mix theory and service marketing theory to analyze the marketing status.The corresponding optimization scheme is proposed according to the user’s concern and concern.The research results have a guiding role in improving the marketing status of L company,and can provide reference for the healthy development of ERP industry.