文档介绍：学校代码：10252
学 号：0651063
某某理工大学硕士学位论文
ERP软件中国市场营销策略研究
姓 名 鞠涛
系 别 MBA
专 业 工商管理
研究方向 营销与战略管理
指导教师孔令锋
学位论文er. Finding out good market policy can bring more revenue for the ERP Company and improve the ERP is more important that lots of domestic enterprises be more capable in managementthrough using ERP, as well as that the whole domestic enterprises’ management is in higher level and international competence is more powerful as consequent result.
On this social background, the paper chooses “marketing policy〞 as object to study. The paper includes 5 chapters, It has introduced the time background,and the sense of studying marketing policy in the first chapter, The paper describes the history of ERP in china, and the current situation, and then classifies all the successful ERP enterprise to 3 styles, introduces situation of some enterprises in thesecond chapter. In the third chapter, the paper chooses respectivelyone company from everyenterprise-stylesas representative, analyzesits market positioning, product policy, price policy and promotion policy in detail by 4Ps theory, and that followed, sums up and compares the policy of different kind of enterprises and abstracts out 3 kinds of strategy,including cooperating strategy, applying strategy and supporting strategy, to deal with the different customers. Then, in the forth chapter, the paper has discussed the application future of ERP in china on the base of the macro economy last, the paper forecasts the trend of market policy of ERP in domestic market.
KEYWORD：ERP，4P，market strategy，STP
目 录
绪论
选题背景与研究意义
选题背景
经过30年的改革开放，当代的中国是世界关注的焦点，现代制造业在中国获得了长足的开展，正在成为世界制造中心。从制造产品的总量上来说，中国已是名符其实的制造大国，但是整个制造业无论是在技术水平还是在管理经验等方面仍然落后于兴旺国家，国际竞争力仍有较大差距，还远远不是“制造强国〞。我们当前所面临的最重要的任务是加快技术进步和产业升级，减少污染提高效率，实现由“制造大国〞向“制造强国〞转变。
而从制造大国转变成为制造强国，要求我们必须要适应信息时代的要求，依靠自主创新，推进信息化和工业化进一步融合。由于我国总体上仍处在工业化中后期，信息化为我国新型工业化提供了难得的历史机遇。只有以信息化带开工业化，以工业化促进信息化，推进两者融合，才能真正走出一条科技含量高、经济效益好、资源消耗低、环境污染少、人力资源优势得到充