以培训营销为基点撬动市场——软件开发企业的营销利器  

Developing Market by Teaching Marketing—the Available Marketing Tool for Software Firm

作　　者：王晓东[1] 

机构地区：[1]暨南大学管理学院,广州510521

出　　处：《企业活力》2009年第12期32-34,共3页Enterprise Vitality

摘　　要：软件销售购买决策复杂,参与决策的人员众多,适合通过培训营销来提高潜在消费者某些知识技能,锁定市场。培训营销分为赞助式、收费认证式、会议培训和网络社区培训。有效开展培训营销必须选择合适的战略,如整合培训知识,隐形促销产品,或通过用户经验交流,进行口碑营销。此外,还需明确培训营销步骤,控制培训营销成本。Software marketing has these characters such as complex purchase decision,too many people attending decision.So,effective software marketing depends on teaching latent consumer some knowledge and skill to lock market.The teaching marketing mode can be divided into sponsoring,charging,meeting and internet community teaching.Effective teaching marketing should be guided by integrating teaching knowledge,concealing sales promotion,user communion and word-of-mouth marketing.At last,we still need to pay attentio...

关 键 词：培训 营销 软件企业 

分 类 号：F274[经济管理—企业管理]