| dc.description.abstract | Solutions, account for 60% of the 2014 software market in Taiwan, are the important part of transaction products in IT services industry. But when companies sell these products, most of them rely on experienced employee. We can found that companies lack of a model they can consult. Therefore this study defines the solutions in IT services industry and develops a process of how do solutions are transacted. As the result, we finally get a marketing process of IS solution (Information system solution). It can be divided into four stages, including pre-sale stage, software and consultant selection stage, commitment stage and execution stage. Among these four stages, there are also eight key events including information acquirement, customer demand definition, buying intention confirmation, quotation, sign a contract, execution, close a case and support.
In order to understand how buyers and suppliers establish their relationship, the study build a model which focus on pre-sale stage. As the model result, it shows that characteristics of marketing personnel affect marketing promotion directly. Capabilities of software consultant affect energy of technology display directly. Marketing promotion and energy of technology display can affect buyer-supplier relationship building through brand image. We can found that brand image play an important role in the process of selling IS solution. | en_US |