基于客户购买决策过程对NI公司ERP产品推广思路的研究工商管理专业论文.docxVIP

I I 摘要 摘 要 大型的 ERP 系统软件通常销售周期较长，其中一个很重要的原因就是用户厂 商在面对众多 ERP 厂商的 ERP 软件系统和解决方案时，对在 ERP 和用户厂商的 生产工艺流程之间的利益关系缺乏清晰的认识，导致在做出购买决策前如何选择 评价标准带来了难度。所以通过对客户在选择过程中的需求提供服务的产品推广 就具有了较高的价值。 ERP 系统软件的特点是技术性高、属性复杂。ERP 行业的基本价值观是崇尚 技术。从管理人员、市场人员，甚至相当一部分的销售人员也都是技术出身。在 这种崇尚技术的氛围中，营销人员在做市场时经常会带着强调产品的技术和功能 的主观意识去做营销工作，缺少注重对客户实际中的问题或需求去相应地推荐自 己产品优势的意识。给客户在接受产品上带来了一定的阻碍，进而影响了软件的 销售。 但是随着市场发展的加快带给各个行业的影响和冲击，持有技术决定竞争观 念的 ERP 行业也越来越注重通过对产品在效能上的表现去营销市场，以帮助用户 企业在产品和需求之间建立起必有的联系，以及对 ERP 厂商的信任和好感。过去 好酒不怕巷子深的观念在众多商家都在秀自己的现代市场环境下发生了变化。目 前 ERP 行业中的巨头 SAP、用友等也顺应变化加大在市场上的对品牌认知的推广 力度。 笔者是站在一个具有较强的技术实力，但在中国市场知名度相对较低的 ERP 厂商的角度，去讨论如何通过提供给客户一个正确易懂的选择产品的评价标准， 来制定出能有效影响客户购买决策的产品推广的思路是本文研究的内容 关键词：评价标准 有限型决策 扩展型决策 ERP 产品 市场推广 II II Abstract Abstract Large-scale ERP system software is usually a longer sales cycle, One of the very important reason is that manufacturers in the face of numerous vendor ERP systems and ERP solutions，Lack of clear understanding on the relationship between ERP and interest of user of the production process. Resulted difficult in the evaluation criteria of the purchase decision-making. Therefore, through to needs of the customer in the selection process to provide services with product promotion that it has high commercial value. ERP system software is characterized by high technical, complex attributes. ERP industry is upholding the basic values of technical. From the management, marketing personnel, and even a considerable portion of the sales staff who are technical. In such an atmosphere of respect technology, the marketing staff emphasis on the product technology and functionality often with the subjective awareness of marketing. The lack of consciousness to the actual problem or demand on the actual situation of the customers, bring to the customer acceptance of products in a certain degree of difficulty, in turn affect sale on the software. However, with the acceleration of the development of the market to the impact of various the impact of industries，competition held by the co