A Study On The Marketing Process of Information Systems - Taking Manufacturing Execution System as an Example

• Main Authors: Dai-Yu Liao, 廖黛羽
• Other Authors: Jun-Der Leu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/px57vy

碩士 === 國立中央大學 === 企業管理學系在職專班 === 107 === In the past, most of the marketing process focused on the whole process of consumer goods. Most of the sales of solutions rely on experienced employee. We can find that companies lack of a model they can consult. Therefore this study defines solutions in IT services industry and develops a process of how do solutions are transacted, especially for the Manufacturing Execution System to conduct a complete marketing process, using literature analysis and case practice experience to develop an IS Solution (Information system solution) marketing process, including pre-sale stage, software and consultant selection stage, define project content phase, software implement, after-sales service, five stages. Among these five stages, there are also twelve key events including information acquirement, customer demand definition, buying intention confirmation, quotation, sign a contract, customized demand analysis and confirmation execution, system development, system testing, system online testing, product run, close a case, maintenance and warranty. In addition, this study developed a model for the course of the process, trying to understand the key events that are most important in each stage of the sales of information solutions, and what factors affect the key events. According to the model results, the software consultant ability in the pre-sale phase is the most important thing for buyers and sellers. In the software and consultant selection stage, the buyers and sellers attach the most importance to communication with manufacturers and vendor positioning. This refers to whether the buyer can obtain the positioning of the candidate and the competition activities, and whether the seller can obtain competitors' intelligence and activities. The most important factor affecting the performance indicators is the satisfaction of buyers and sellers. When making software purchasing decisions, the most important thing is the integrity of the software itself, especially the integrity of the software product. The most important part of the agreed project content phase is the software specification confirmation and project contract content. After entering the software implement stage, the most important thing is the composition of the project members, education and training, and the intensity of input of software technicians.