ERP采用方项目选型小组成员的权力和利益问题的研究___基于营销的视角.doc

ERP采用方项目选型小组成员的权力与利益问题研究： 基于营销的视角 摘 要 近年来，ERP软件在中国逐步普及，供应商成长迅速，客户趋于理智，市场环境渐渐发展成熟。但是，ERP营销的特点比普通的企业设备采购都要复杂，因为ERP的应用涉及到企业的几乎所有部门，而更为关键的是ERP的应用必需基于相当长时间的实施，往往需要半年、一年甚至更长的时间，才能真正应用，对企业来说应用风险极大。因此ERP采用方项目选型小组成员的心理会非常复杂。 本文基于利益相关者理论的研究方法，深入分析探讨了ERP采用方项目选型小组成员权力与利益的问题和ERP软件企业现行的营销策略后发现，ERP软件企业现行的营销策略，重操作，轻理论；重利益分析，轻权力研究。ERP采用方企业项目选型小组的关键矛盾在于权力与利益的平衡，而ERP采用方项目选型小组成员的更替是重要的权力转移形式，会直接影响到ERP采用方项目选型小组成员的利益问题。 本文采用文献法进行研究，创造性地将利益相关者理论应用到营销实践中来，通过分析得出了ERP采用方项目选型小组成员权力与利益平衡关系。 关键词：ERP，利益相关者，营销，权力，利益，项目选型小组 ERP SELECTION PANEL MEMBERS OF THE USING SIDE WITH THE RESEARCH OF POWERS AND INTERESTS: PERSPECTIVE ON MARKETING ABSTRACT In recent years， the ERP software in China has become popular and the market environment turns mature， with fast growth of suppliers， and more rational customers， However， the marketing of ERP product and service is more complicated than the marketing of other business equipment products and services because the ERP enterprise applications involve and affect almost all departments of each customer. Furthermore， the ERP implementation takes a long time， at least six months， a year or longer time， and involve high risks. Therefore， ERP Selection Panel members of projects using side will be very complex in psychological. This paper based on the stakeholder theory research methods， after in-depth analysis of the project by the ERP Selection Panel members of projects using side with the power and interests problem and ERP software enterprises existing marketing strategy， found that the existing marketing strategy of ERP software enterprises， pay more attention to the operation， less to the theory; more to the benefit analysis， less to the power research. The key contradiction of ERP Selection Panel of using side is the balance of powers and interests， but the turnover of the ERP project members of the Selection Panel is an important form of transfer of power， which will directly affect the use of the ERP project interests of the members of the Panel Selecti