Study On ERP Product Marketing Strategy Of SAP China

In recent years,the economy in China has been presenting a constant and powerful development.As a result,Chinese enterprises have caught more and more attention from dozens of foreign countries.Our country,meanwhile,spares no effort to support the information industry.Based on the 11th,12th and 13th FYP,a clear plan has been made for the development of the information industry.As one of the important branches of the information industry,the enterprise management software industry is also applied by more and more enterprises.In this context,how to occupy a competitive advantage in China's enterprise management software market has become an issue that all the Chinese and foreign enterprises to take management software vendors are thinking and exploring.Over the past two or three decades,SAP China has successfully maintained a steady growth rate and is greatly recognized by market customers.Whether it is high-end market or low-end market,ERP products developed by SAP China has made an indelible contribution for different sectors of the construction of enterprise information for different stages of development in China.Although there are a lot of companies involved in the enterprise management software market,there are obvious differences in the development status and future plans of various enterprises.Large multinational software companies use their rich experience in the global market to seize most of the high-end customer markets,while the domestic software companies rely on the deep grasp of local customers in the SME market,higher coverage and to take this with foreign software Giant to form a competitive trend.In fact,the current competition between enterprises has not only limited to a certain type of enterprise or a specific product or a competency in competition,but across the country,beyond the geographical boundaries,industry and other restrictions,in terms of resources,ability and other aspects competition.Who can survive in the fierce competition,and sustained and stable development,who is the ultimate winner.SAP China's ERP products as SAP's core product,through the research in this paper,will formulate the corresponding marketing strategy to support SAP China's overall strategy and business strategy to promote SAP China 2020 as SAP's world's largest market,this vision the realization.