The Application Study Of Experiential Marketing For ERP Enterprise

The process of the economy development has moved towards the period of the experience economy after experiencing the agriculture economy, the industry economy, the service economy and etc. Experiences separated from the service just like the service separated from the merchandise. The differences between experiences and service are similar to the differences between service and merchandise. The emergence of experiences made possessed production crease in value and became a new mine of value. In experience economy, enterprises are planners. They no longer provide the merchandise or the service only, but also provide the final experience. Consumers consume in individuation and gain experiences and good memories. Experiences became the key to the door of economic increase in future and the character of economics of the time and the direction of economics development in future.In traditional ERP marketing mode, customers passively accept the principle and the products of ERP enterprises, yet the part they want to know is hard to obtain. Traditional marketing mode pays much attention to the characteristics and the efficacy of ERP products. However, experience-marketing mode pays more attention to the customers'experience. It touched customers in their feeling, hearts and thoughts and made them related the brands of enterprises with themselves. The feeling, emotion, cognizance and the relationship value brought by experience certainly will replace the function value of products. Therefore, the marketing means of ERP enterprises must transform revolutionarily. Experience marketing will be a very befitting mode for ERP sale.The thesis is totally divided into six chapters. It analyzed and discussed in these aspects: exordium, the summarization of ERP basic principle, the theoretical summarization of experience marketing, feasibility research on ERP experience marketing, application and case research on ERP experience marketing and etc., and it stresses on application research on ERP experience marketing. As a case, UFSOFT was researched in this thesis to supply some reference value for ERP enterprises in China on experience marketing.