Marketing Strategy Choice Based on ERP Market Development Stages: Evidence from China
This study takes the main ERP (Enterprise Resource Planning) developers in China as the research object, and carries out a large number of analyses on their marketing strategies, so as to come to the conclusion that the choice of ERP marketing strategy must be matched with product features and market stages. The author believes that, as a special product, the marketing strategies of ERP are significantly different from that of traditional products. This study summarizes the commodity features of ERP, and divides ERP market into four phases according to the milestone events, which are considered as two innovative points in this paper. Based on this study, the author suggests that the value marketing strategy should be adopted in the mature phase of Chinese ERP market. This paper provides an empirical supports for Chinese ERP enterprises to select marketing strategies.
ERP Product feature Market stage Marketing strategy
XU Zhaoxia
School of Business, Renmin University of China, P. R. China, 100872
国际会议
长沙
英文
92-98
2012-06-02（万方平台首次上网日期，不代表论文的发表时间）