I 摘要 随着全球互联网水平的不断攀升，人们生活的方方面面都或多或少的需要通 过互联网来进行处理，从而也生成了海量的数据。由于互联网应用的急速增多，随 之产生的数据也不断的涌现出来，云计算在这一背景下应运而生。云计算是一种融 合了多项计算机技术的以海量数据和对应处理能力为中心的密集型计算处理模式， 由于数据的急剧增加，该行业显现出了巨大的发展潜力。 VMware公司拥有业界领先的虚拟化技术，是全球云基础架构和移动商务解决 方案的领导厂商，在中国市场拥有庞大的客户基矗但近几年，由于全球经济体都 出现了经济增长放缓的现象，我国经济增速也开始放缓，整体经济形势严峻。加之 中美贸易战等缘故，外资企业，尤其是美资企业在国内的业务开展和市场拓展遇到 了极大阻碍，VMware公司也同样在中国面临前所未有的市场难题。同时华为、新 华三、深信服等本土企业的技术水平不断发展、突破，加上贸易战、政策引导等缘 故，在市场上也逐渐开始超越，甚至在某些局部市场出现份额的碾压。国内各中大 型企事业单位逐步倾向于选用国内企业产品，竞争对手不仅抢占了部分VMware公 司优质客户，且对VMware公司中国西部市场的整体发展、营销环境都带来了较 大的不利影响。 本文针对VMware公司由于当前所面临的外部障碍和内部资源劣势形成的营 销困境，对其营销策略进行梳理和重新调整。其中，首先运用PEST等分析模型分 析VMware公司内外部资源情况，再结合SWOT分析输出匹配的战略。VMware 公司在中国西部市场内忧外患，但内在的优势仍很强劲，本文认为应当选择ST战 略，发挥优势并且回避威胁。VMware公司应调整营销定位，对市场精耕细分，以 专业化的服务能力服务好聚焦市场客户；其次还应提升公司营销水平并强化营销 体系的建设，全面实施战略转变以缓解当前营销困境。随后，再采用STP营销分 析工具进行营销定位的进一步细化，在细分市场，VMware公司应加强自身优势， 把握机会，加强教育和医疗市场的营销活动和精耕细作。针对营销定位，进一步在 用户、成本、便利和沟通等方面提出了详细的策略，如精准识别用户需求、按需向 用户提供服务并建立以用户为中心的服务流程，尽可能降低用户购买成本、提升服 务增值价值的策略等。 本文为VMware公司提出的营销改进策略将有效提高当前营销能力，改善营 销困境，促进企业发展，并在一定程度上为类似企业提供参考价值。 关键词：云 云计算 营销策略 中国西部市场 ABSTRACT II ABSTRACT The Internet is an innovative technology, an era and a way of life. There is no doubt that in recent years, the global Internet level has continued to rise, and all aspects of people's lives are handled through the Internet. As a result, massive amounts of data have been generated. With the continuous expansion of data and the increasing number of applications, cloud computing has emerged in this context. Cloud computing is a intensive, data- and processing-centric integration of multiple computer technologies. Type calculation mode. According to data from many institutions, the compound growth rate of the cloud computing market will be around 30% in the next few years. By 2022, the overall market size of China's cloud computing market will exceed 290 billion yuan. VMware Company has industry-leading virtualization technology and is a global leader in cloud infrastructure and mobile commerce solutions. It has established a large customer base in the Chinese market. However, due to the simultaneous slowdown in global economic growth in recent years, China ’s economic growth has also slowed down, and the economic situation is grim; as well as the Sino-US trade war, VMware Company is facing difficulties in market expansion in China Business development and market expansion have been greatly hindered. At the same time, the technological level of local companies such as Huawei, H3C, and SANGFOR has continued to break through, and they have gradually squeezed their shares in the market. In addition, due to the trade war, domestic entities are more inclined to choose domestic companies. High-quality customers, and adversely affect the development of the company's western China market and marketing environment. In this paper, i try to readjust its marketing strategy in view of the external obstacles faced by VMware Company and the marketing dilemma caused by internal resource disadvantages. Use the PEST analysis model to first analyze the internal and external resources of the VMware company, combined with the SWOT analysis output matching strategy, the VMware company has internal and external problems, but the internal advantages are still very strong, the ST strategy should be selected, and the advantages should be used to avoid threats. VMware companies should adjust Marketing positioning, cultivating market segments carefully, serving focused market customers with professional service capabilities, followed by improving the company’s marketing level ABSTRACT III and strengthening the construction of the marketing system, and overall implementing strategies to alleviate the current marketing dilemma. Then use the STP marketing analysis tool to further refine the marketing positioning. VMware company should strengthen its own advantages, seize the opportunities, and concentrate on the education and medical fields. For marketing positioning, further detailed strategies are proposed in terms of users, costs, convenience, and communication. For example, to accurately identify user needs, provide services to users on demand and establish user-centric service processes, reduce user purchase costs as much as possible, and increase the value-added value of services. This paper is a marketing improvement strategy proposed by VMware Corporation, which will effectively improve the current marketing capabilities, ease marketing difficulties, promote enterprise development, and provide reference value for similar enterprises to a certain extent. Key words: Cloud; Cloud computing; Marketing strategy; China western market. 目录 IV 目录 第一章 研究背景与意义 ................................................................................................ 1 1.1 研究背景 ........................................................................................................... 1 1.2研究意义 ............................................................................................................ 2 1.3主要研究内容 .................................................................................................... 2 第二章 相关理论及文献综述 ........................................................................................ 4 2.1市场营销基础理论回顾 .................................................................................... 4 2.1.1 STP营销理论 ......................................................................................... 4 2.2.2 4C营销组合理论 ................................................................................... 5 2.2 云计算相关概念 ............................................................................................... 6 2.3 云计算企业营销成果概述 ............................................................................... 7 第三章 V公司西部市场营销环境分析 ...................................................................... 9 3.1 企业介绍 ........................................................................................................... 9 3.2 外部环境分析 ................................................................................................. 10 3.2.1 PEST分析 ............................................................................................. 10 3.2.2 竞争分析 .............................................................................................. 12 3.3 内部环境分析 ................................................................................................. 14 3.3.1 企业资源分析 ...................................................................................... 14 3.3.2 现有客户分析 ...................................................................................... 20 3.4 VMware公司营销现状存问题 ....................................................................... 21 3.5 SWOT分析 ...................................................................................................... 22 3.5.1 优势分析 .............................................................................................. 22 3.5.2 劣势分析 .....