| In the new era of economic background, as consumer preferences change and the increasing enterprise competitiveness, the new marketing model - the use of experiencial marketing is imperative for the IT industry in particular, expecially for its ERP products. China's IT industry, is still in the mode of experiencial marketing to introduce stage, IT enterprises abroad in addition to learning from the advanced theory and practicalexperience in the vanguard enterprises, but also an urgent need to address the actual situation of enterprises to be critical of the absorption and utilization. In this paper, is one of the 60 agents of Shenzhou Digital Limited (DCMS)., Jilin Shenzhou Digital Levitte Management System Co., Ltd. has a large number of manufacturing clients, through more than a year of continuous learning and their own efforts, it achieves a customer satisfaction with the use of the rest assured, ERP implementation, was the unanimous praise of the customer, Shenzhou Digital occupies important position in manufacturing software industry in Jilin Province. Based on experiencial marketing theory,the papers attempt to enable enterprises understand this new marketing model deeper, at the same time, from different angles to provide some reference to the actual marketing operations.In 2001, Professor Schmidt (Bernd H. Schmitt),who is from Columbia University Business Schoolfirst, proposed experiencial marketing(experiential marketing) concept in his book "experience marketing". It pointsout that from the consumer sensory (Sense), emotional (Feel), thinking (Think), action (Act), Association (Relate) 5, experiencial marketing re-definits and designs marketing thinking way. ERP (Enterprise Resource Planning, "enterprise resource planning system") is the essence of the MRP II (Manufacturing Resources Planning, "manufacturing resource planning") formed on the basis of the further development of the supply chain (SCM, Supply-Chain Management) management thinking. ERP sales there have the following characteristics: First, the sale of intellectual product sales, product is not visible; second, the customer is responsible for personnel not clear, involving finance, personnel, production, logistics, number of staff, sales staff need to face A number of different positions and different levels of staff; Third, the demand for a short period of time to determine, mainly because the functions of ERP contains too many points, ERP, the lack of real understanding of the staff, it is difficult to distinguish the pros and cons of management software Fourth, competition in the market confusion, ERP software vendors lack sufficient maturity of products, ERP application products existence of the case failed, leading to concerns of customers feel.ERP sales fall broadly into three stages: marketing concept stage, product marketing stage and the stage of experiencial marketing. Experience in the marketing stage, the user of the ERP application and implementation have a more in-depth understanding. They will choose their own software to operators, this time the enterprises should sell products to allow customers to change to personally experience and choose a product, that is the way of experiencial marketing. This not only enables customers to choose their own business most suitable ERP products, but also greatly enhance customer loyalty and satisfaction. To achieve long-term training is the purpose of sale.ERP in the traditional marketing model, the client is only a passive acceptance of the concept of ERP enterprises and products, it is difficult to take the initiative to get to know the information. At that moment, the marketing focus on ERP product comparison features and effectiveness, compared with more experience-oriented marketing ERP user experience. These experiences have previous experience of its customers in the sense of touch the hearts and ideas, and corporate brand with customers, the experience brought about by the feeling, emotional, cognitive and relations between the value of the final product will also replace the function of value. In addition, experiencial marketingtaking into account the needs of the users, it covers the basic function to introduce ERP-oriented marketing strategy and management consulting-oriented ERP all aspects of marketing strategy. Therefore, ERP marketing efforts must be made to change, experiencial marketingwill be a very suitable for ERP sales approach.In this paper, the second chapter of Shenzhou Digital marketing management system of the problems that exist in: DCLS operation to be collate and process optimization of customer information management is chaotic; market management was not standardized; sales management control, such as ineffective.In this third chapter, the main products of the ERP market demand factors and their impact on the sales of ERP products and features such as: the invisible products, services, border fuzzy; word-of-oriented team with sales model complex decision-making, decision-making cycle length; repeat Acts less.The former based on the analysis of the text, according to the basic theory of marketing experience, the proposed Digital China ERP experience marketing strategy, the main product marketing experience, create ERP experience Marketplace, ERP brand experience marketing, a comprehensive customer experience marketing.Finally, in order to ensure that experiencial marketing in the ERP product marketing for Shenzhou Digital in the effective use of marketing for Shenzhou Digital Construction Management System is a specific proposal to price-based products and target market positioning, customer-centric establishment of the sales process , Such as: further strengthening "of resources," the building, clearly the type of customers for different types of clients develop marketing strategies, collection and research needs of customers, with the standard single-step to the development of competition as the core organizational structure and management, and incentive systems , Such as: competition at the core of the organizational structure to compete at the core of the management and incentive system.The innovation of this paper summed up and interpreted by a combination of research methods, summed up the experience of the theoretical source of marketing and corporate practice in the practical problems raised by experience how to implement the marketing strategy and try to build a set with Complement the marketing management system, the implementation of experiencial marketingwill be up to management level. |
