高技术产品生命周期下的ERP软件产品营销策略

ERP Software Marketing Strategy in High-tech Product Lifecycle

ERP软件产品具有投入成本高、失败风险高、实施周期长及产品差异性大等特点。已有的研究成果表明三次函数能较好的描述高技术产品生命周期的变化过程。基于高技术产品生命周期模型,结合ERP软件产品的特点,在对产品生命周期曲线、年利润增量曲线、平均利润增长量曲线描述的基础上,对ERP软件产品生命周期各阶段分界点的确定及阶段特点进行了分析,提出了ERP软件产品在其导入期、成长期、成熟期及衰退期的营销策略。

The ERP software has its own features such as high cost, high risk, long implementing period and huge differentia. The existent research achievements show that the cubic function can demonstrate the changing process of high technology product well. This paper, based on the high technology product lifecycle model, gathers the features of ERP. What＇s more, it analyzes how to confirm the dividing points of each stage and their features in the lifecycle model of the ERP software based on the description of the product lifecycle curve, annual profit growth curve, and average profit increasing curve. , and gives some ERP software marketing strategies in every stages.