TA公司ERP专业服务营销研究

华中科技大学硕士学位论文TA公司ERP专业服务营销研究姓名：肖根福申请学位级别：硕士专业：工商管理指导教师：云虹20061001IIIERPERPERPERPERPERPERPERPERPTA7PERPERPIVAbstractTheERPsoftwareindustryhasexperiencedarapiddevelopmentduringthepast10years.NowafewofbigcompanieshavesharedthemostmarketinthegeneralERPsoftware.AstheimplementationofERPisrelatedtoallfunctionsofacompany,thecustomerwillconsidernotonlythepricebutalsothesupplier’sknowledgeincustomer’sindustry,thesupplier’sscale,thesupplier’slong-termserviceetc.Butforthesmallcompanies,itwilltakealongtimetogrowup.Sotheonlyopportunityforthemistodevelopthesoftwareinthefieldtheyhaveprofessionalknowledge.Thelittlecompaniesaredifficultastheyhavenostandardprocedureincompetingmarketintensely.Howtofindthefieldisjustthesmallandmiddlecompanyneedtodofirstly.ThedevelopmentandstatusofERPsoftwareinChinaisintroducedatfirstinthispaper.What’straditionalmarketingandservicemarketingtheoryarebriefed.Theircurrentstatusissummarized.ThispaperanalyzesthecharactersofERPsoftwareinservicemarketingandthecompanywhoimplementsERPsoftware.ItisnecessarytotalkaboutthedetailsofERPsoftwaremarketing.ThesuitableERPsoftwareandservicemarketingstrategiesforacompanyarediscussed.Themostimportantstudiesinthispaperarefocusedonhowtoserveforthecustomer,howtoimprovethecompany’simageandhowtobuildculturevalueduringtheimplementationofERPsoftwareKey:ProfessionalServiceMarketingSoftwareIndustryERP11901.1.ERPCRMSCMERPCCWResearch200422.7ERP11.9ERP52.4%0(1)2IT(2)CMM(CapabilityMaturityModle)1.2.ERP2080MRPIIERP20,ERP1.2.1.20902002ERP2003CCID17.6%16.8%IDC2005Microsoft20053204ERP01.2.2.ERPERP(1)ERPERPERP98ERPERPERPERPERPERPERPERP300ERPERPERPMIS(2)ERPERPERPERPERP69%ERP5050004(3)ERPERP2000ERPERPERPERPERPERPERP1.2.3.ERPERP2000250ERP20ERPERPERPERPERPERPERP5ERP1.3.TATAERPTA1.3.1.TATA2001TATASP(TotalApplicationsSolutionProvider)TAITTAIT60IT80%TATAITTAISO9000TATAIT2003TAFY036IBMHP3COM(Trendmicro)BSITATATAITTA1.3.2.ERPERPTAPCBERPTAERPTATATA4TATATATA7TATATA1.4.SAPERPERPERPERPERP8PCBTA2ERP3ERPERP4ERPPCBPCBERP5922.1.1923AC50196019604PS(PRODUCT)(PRICE)(PLACE)(PROMOTION)9019904C4CConsumerwantsandneedsCostConvenienceCommunications4C4P4P,10P,4CConsumerwantsandneeds4C4CPoliticalpower)Publicrelations)6P1977(ServiceMarketing)(Participant)PhysicalEvidence(Process)4PS7PS2.2.Johnson19692-1112-12.2.1..B..H.ERPERP122.2.2.2.3.,013143ERPERPERPERP3.1.ERPERP(1)1950SMISMIS(2)1960SMRPIAPICSMRP(3)1970SMRPMRPMRP(4)1980SMRPIIMRP(5)1990SERP1992GartnerGroupInc.ERPERPSAPERP:ERP15MRPII(6)2000SERPIIERPII3.2.ERPERP3.2.1.(1)ERPERPERPERPIT(2)ITERP(3)IT16(4)ERPERP3.2.2.ERP(1)(2)17(3)ERP(4)(5)(6)ERP3.2.3.ERPERPPCBERPPCBERPPCB18ERP23-1()()()(A.D.Hall)3-1-(1)ERPERPERP(2)ERPERP(3)ERP19(4)(5)ERPERP(6)ERP3.2.4.ERP20(1)(2)ERP(3)ERP214ERPERPERPERPERPERP4.1.ERP4.1.1.ERP4.1.2.ERPERPERP0ERPERP4.1.3.224.1.4.4.1.5.ERP4.1.6.ERPERP234.2.0ERP4.2.1.4.2.2.4.2.3.4.2.4.244.2.5.4.3.PCBERPTAPCBERPPCBERP4.3.1.PCBPCB380PCB90PCB25PCBPCBERPPCBERP4.3.2.1)PCBPCB40040200IT70-200TA1502)PCBERPPCB5001500PCBERPERPERP26PCBERPPCB3)PCBERPERPPCBTAPCBERPTA---PCBPCBERP,ERP,ERPERPPCBERPPCB20PCBPCB27TATAERPERP4.3.3.TATAERP30-300ERP30300TATATAPCBPCBPCB(1)TAPCBERPERPTATSERPTSTATS28TATSTATATA(2)410TATATATATATA295TAERPPCBTA,TAERPERPPCBERP5.1.05.1.1.PCB20%TATATAPCBERPTA305.1.2.ERPERPERPTAERPTAPCB,TAPCBERPTATAPCBTATATATAIT5.2.315.2.1.5.2.2.ERPERPERP,5.2.3.32TATATA5.2.4.TAPCBERPTATA2TA335.3.ERPERPSAPOracleTATATAERP,PCB34ERPTATAPCB5.4.5.4.1.35TAERPTAPCBTAPCB5.4.2.ERP36ITIBMERPERP7X2424241ERPPCBERPERP5.5.ERPTATATATSTS37CMM5.6.5.6.1.38PCBERPERPPCBERPPCBPCBPCBPCBPCB0TATAERP395.6.2.TAERP405.7.ERP5.7.1.ERP,5TA17X2455.7.2..:IT41TAPCBERPTAERPTATATATATATAERPTAPCBPCBTA42ERPERPERPERPERPTAERPPCBERPERPPCBERPTATA7PTA(1)ERPPCB(2)(3)(4)ERP43(5)(6)TA44MBA45[1]200343~4[2]JaneMKolodinskyJeanneMHogarthMarianneMarianneAHilgertTheadoptionofelectronicbankingtechnologiesbyUSConsumersInternationalJorunalofBankMarketing200422(4)45~47[3]2004[4]2005[5]ERPhttp//[6]TA[7]LouisvilleSaturnillustratesValueofCustomerLoyaltyCourier-Journal19999(5)2~3[8]BrownStevenWFiskRaymondPBitnerMarvJThedevelopmentandemergenceofservicesmarketingthoughtInternationaljournalofSericeIndustryManagement19935(1)2l~48[9]20053(1)1~2[10]DavidCarsonAudreyGilmoreandSusanWalshBalancingTransactionandRelationshipMarketinginRetailBankJournalofMarketingManagement200420(3/4)15~16[11]200432(1)1~3[12]ProkeschStevenECompetingonCustomerSeHarvardBusinessReview197373(1)100~ll2[13]()2003(1)12~13[14]20044(1)2~3[15]20053(1)2~3[16]4620031234~35[17]MichaelJLanningEdwardGMichaelsABusinessIsaValueDeliverySystemMcKingseyStaffPaper19986(41)23~24[18]“”E200421~2[19]2004(10)2~3[20]BerryLeonardLBigIdeasInServicesMarketingjournalofServicesMarketing1987(1)5~9[21]2004(3)1~3[22]KarlAlbrechtandRonZemkeServiceAmerica1985(3)6~7[23]PatriciaSellers“GettingcustomerstoLoveYou”Fortune1998(11)38~49[24]2005[25]2001[26]2003[27]GaryArmstrongPhilipKotlerMarketing:AnIntroductionNewJersey:PearsonEducationInc2005[