ADP中國營銷戰略研究

Abstract

Automatic Data Processing, Inc.(ADP)，是全球最大的服務外包及雲端解決方案提供商之一，服務專案包含薪酬處理、人力資源管理、人才管理、福利管理及考勤管理。 ADP於2006年進入中國市場，並將之視為具有戰略價值的重要市場之一。在過去的幾年中，ADP中國也顯示出快速成長的勢頭，目前98%以上的客戶都是外資及中外合資企業。 但是，ADP中國的戰略目標並不是外資企業，而是開拓本地市場的中國國企及民企客戶，想要達成這個戰略目標，目前遭遇的難題主要有二：一是中國企業尚未認識及接受薪酬外包的觀念；二是ADP總部所制定的產品及行銷策略未能顧及中國市場特色。因此，本文即在探討如何在行銷戰略突破上述困境，找出可行之道。 本文首先根據專業機構發表的調研報告分析ADP在中國人力資源外包行業所處宏觀環境中的各種機會和挑戰，接著對ADP中國的產品、內部資源、銷售團隊、核心能力及企業文化進行了分析，總結了其內部的優勢與劣勢。 通過上述對ADP中國內外部的分析，進一步運用SWOT理論模型，就如何利用ADP全球領先的品牌及產品資源和外部競爭者環境提出市場區隔戰略；然後結合ADP中國所面臨的銷售組織及行銷核心問題，確定了ADP中國行銷戰略的主要方向。在此基礎之上，通過行銷管理中市場區隔理論，分析了ADP中國市場擴張戰略所對應的市場細分、目標市場產品選擇和市場定位，並明確了公司長期競爭優勢和階段性行銷戰略的目標。 最後，我們通過行銷、產品組合策略的具體實施，配合以銷售組織調整、管道發展、市場行銷推廣等相關策略，以及對應資源配套措施，來確保ADP中國行銷戰略的成功實施。 本文所提出的行銷戰略與ADP中國面臨的行銷現狀高度相關，有助於幫助ADP中國進一步提升在人力資源外包市場的發展及銷售。

Automatic Data Processing, Inc. (ADP) is one of the largest providers of business processing and cloud-based solutions – including payroll, talent management, human resource management, benefits administration and time and attendance. China is one of the key strategic markets for ADP. Since establishing its Chinese operations in both Shanghai and Beijing in 2006, ADP has enjoyed rapid growth in the past few years, currently more than 98% of clients are foreign companies and joint ventures. But, the target and goal of ADP China is not foreign companies, the mission is to develop the China local market and engage with Chinese based enterprises, including State Owned Enterprises and private companies. To meet the goal and grow the China market, currently there are two main problems ADP China encountered: Firstly，Chinese based enterprises have yet to understand and accept the concept as well as business model of payroll outsourcing. Secondly，products and marketing strategies developed by ADP headquarters failed to take into account the characteristics of the China local market. This paper is to explore how to solve these problems in terms of marketing and sales strategy, find out the good approach to meet the goal. In this paper, firstly, we analyzes the opportunities and challenges of HRBPO (Human Resource Business Process Outsourcing) industry in China according to published research report, followed by ADP China’s products, internal resources, sales team, core competencies and corporate culture were analyzed , summed up ADP China’s strengths and weaknesses. Through the analysis of ADP China in the domestic portion of the above, and further use of SWOT analysis for market segmentation strategy according to ADP’s brand, product resources and external competition, then combine the problems of sales and marketing organizations now ADP China are facing, determine the main direction of ADP China marketing strategy. On this basis, through market segmentation analysis, we can define the target market as well as market development strategy, direction of product development and market positioning, ensure ADP China’s long-term competitive advantages and achieve business goals. Finally, we adopted the marketing and product portfolio strategy, with adjustments to the sales organization, channel development, marketing, promotion, policies and the corresponding resources supporting measures to ensure the successful implementation of ADP China marketing strategy. The proposed marketing situation in China is highly correlated to ADP, as well as marketing and sales strategy. We hope it help ADP further to develop the China market and successful selling.