ERP software vendors need to evolve to changing market adjust its channel system. Channel providers and software suppliers are interdependent and have a clear division of organisms, their survival and development of how good or bad, depending on the two sides of the channel system to manage and maintain the perfect level.
Introduction
Channel (place) is the traditional marketing mix (4P) The main variable is the basic marketing tool. The vast majority of commodity producers are relying on the middle of a channel to market products and services delivered to the terminal. ERP as a virtual product, its popularization and application can not be separated channel role. ERP software vendors in order to more effectively develop the target market, be sure to establish and improve the channel system, but also should pay attention to innovation and channel management, and good risk control channel.
At present, the presence of the domestic market ERP software vendor with a channel model is divided into three categories: First, to SAP, UFIDA, Kingdee, Digital China, NEWGRAND represented, using direct marketing channels (ie direct sales, there is no middleman ) and indirect marketing channels (existing intermediaries, such as agents, distributors, etc.). Second, in order to speed up the sky thought to represent all indirect marketing channels. Third, some small-scale ERP software vendors, because brand awareness is not high, their system is not perfect, the constraints of limited resources and other factors, full of direct marketing channels.
Any kind of channel models are ERP software vendor in the search for survival and the formation of the product development process. ERP software vendors need to evolve to changing market adjust its channel system. Channel providers and software suppliers are interdependent and have a clear division of organisms, their survival and development of how good or bad, depending on the two sides of the channel system to manage and maintain the perfect level.
Channels and innovative content
ERP channels, channel providers and other commodities companies have a significant difference. This is determined by ERP its own characteristics and the characteristics of the implementation of service decisions. ERP is an intelligent virtual product, its use is to support enterprises in management innovation, in order to improve production and management efficiency. Different from other commodities, ERP sales and purchase is not a simple transfer of money, exchange and use value, which contains a complex customer-oriented development, implementation services and the effectiveness of the assessment process, its vendors, implementation, consulting companies have a strong dependence on sex. Based on this situation, ERP marketing consultants need to take the road-based marketing. This requires a professional team, able to provide customers with the software selection phase of pre-sales technical support, business consulting, information technology planning, and consultancy-based marketing services, rather than simply the product features and prices. Marketing consultant based ERP software vendors are either forced to form their own marketing team, or seek professional channels for business, but also two-pronged approach. ERP does not exist in the channel retailers, wholesalers, few dealers, we prove that up to the distributors and agents. This is determined by ERP product features and marketing mode decision.
Current domestic ERP software vendors and channel providers can be optimistic about the survival and development. Capital, markets, technologies, information and gradually concentrated in a small number of brand, successful experience in the industry, providing ongoing software implementation services provider. In an increasingly competitive and profit increasingly meager ERP market, the channel system management deficiencies and lead to channel conflict so that channel operators struggling to survive and develop.
Innovation is the realization of channel ERP software vendors and channel partners the only way to prosper together. Channel innovation is not a simple "add channel", and "revoked channels" and the "conversion funnel" also does not necessarily mean right channels, segmented by vested interests. The author believes that the real meaning lies in innovation in the channel: it is the software vendor to achieve higher organizational goals, in order to create greater customer value and the value of the channel, according to the enterprises themselves, market and user preferences and other information on the channel system to take adjustment strategy. At the same time, we must update the system, to strengthen the management of the adjusted channel system to effectively control the channels of innovation and risk.
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