最近几年，随着现代企业制度的不断完善，企业与企业之间的竞争变得愈加激烈， 以SaaS（Software-as-a-Service）为代表的“远程人力资源管理”系统的出现，不仅能让用 户在使用过程中获得更多的便利，还能实现降本、增效的目标。G公司作为一款以“劳动 力管理”为主题的SaaS软件，尽管在国内的知名度较高，但最近几年受到相似软件的影 响，其本身竞争力也有所影响，如何更好地在维护企业现状的同时提升企业知名度，促 进软件的营销数量是本文需要重点考虑的一个问题。 文章将以市场营销的基本理论作为出发点，通过分析市场营销的相关理论知识，引 出具体的市场营销管理目的。随后运用4P，SWOT分析法的方法对G公司SaaS软件进 行营销策略分析，通过分析这一公司在运行过程中的优势、劣势、威胁及机遇等相关因 素，摸清G公司运营过程中存在的问题，确定公司未来营销的整体途径。随后运营市场 营销学的相关理论，围绕区域定位、价格定位、渠道拓展、促销宣传等途径开展相关的 策略探讨，为更好地提升软件销售能力寻找一条更加有效的道路。本文为G公司软件产 品的营销策略提供了有益的参考，也可以为同类型软件平台的发展提供借鉴。 关键词：SaaS软件；产品营销策略；4P，SWOT分析 II Abstract In recent years, with the continuous improvement of modern enterprise systems, the competition between enterprises has become more and more fierce. The emergence of a "remote human resource management" system represented by SaaS (Software-as-a-Service) not only Users can get more convenience in the process of use, but also achieve the goal of reducing costs and increasing efficiency. As a SaaS software with the theme of "workforce management", G Company, despite its high domestic popularity, has been affected by similar software in recent years, and its own competitiveness has also been affected. How to better maintain the status quo of the enterprise At the same time, increasing the company's popularity and promoting the number of software marketing is an important issue to be considered in this article. This article will take the basic theory of marketing as the starting point, and analyze the relevant theoretical knowledge of marketing to elicit specific marketing management purposes. Then use the 4P ,SWOT analysis method to conduct analysis on SaaS software of G company, analyze the advantages, disadvantages, threats and opportunities of this company in the operation process, find out the problems existing in the operation of G company, and determine the company The holistic approach to future marketing. Subsequently, related theories of operation marketing were carried out to explore relevant strategies around regional positioning, price positioning, channel expansion, promotion and other channels, in order to find a more effective way to better improve software sales capabilities. Key words: SaaS softwarep; product marketing strategy; 4P ,SWOT analysis III 目 录 摘要 ......................................................................................................................................... I Abstract ..................................................................................................................................... II 目 录 ...................................................................................................................................... III 图表清单 ................................................................................................................................... V 第一章 绪论 .............................................................................................................................. 1 1.1 研究目的及意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 1 1.2.1 SaaS的技术研究和市场应用发展研究 ................................................................... 1 1.2.2 产品市场营销策略发展研究 ................................................................................... 3 1.3 主要研究的方法和内容 ................................................................................................. 3 第二章 G公司SaaS软件产品营销现状分析 ........................................................................ 5 2.1 G公司SaaS软件概况及功能定位 ................................................................................ 5 2.2 G公司SaaS软件销售环境分析 .................................................................................... 7 2.2.1软件产品应用宏观环境分析 .................................................................................... 7 2.2.2技术应用市场环境分析 ............................................................................................ 7 2.2.3业务需求市场环境分析 ............................................................................................ 8 2.3 本章小结 ......................................................................................................................... 8 第三章 G公司SaaS软件产品营销策略分析 ........................................................................ 9 3.1G公司SaaS软件产品4P营销策略分析 ....................................................................... 9 3.1.1产品策略分析 ............................................................................................................ 9 3.1.2定价策略分析 .......................................................................................................... 11 3.1.3渠道策略分析 .......................................................................................................... 12 3.1.4宣传策略分析 .......................................................................................................... 14 3.1.5营销策略分析 .......................................................................................................... 16 3.2G公司SaaS软件产品营销策略SWOT分析 .............................................................. 18 3.2.1 优势分析 ................................................................................................................. 18 3.2.2 劣势分析 ............................................................................................................. 20 3.2.3 机会分析 ................................................................................................................. 21 IV 3.2.4 威胁分析 ................................................................................................................. 23 3.2.5 G公司SaaS软件产品的营销SWOT矩阵 ........................................................... 25 3.3 本章小结 ....................................................................................................................... 25 第四章 G公司SaaS软件产品的营销策略实施 .................................................................. 27 4.1产品营销策略 ................................................................................................................ 27 4.2 营销渠道拓展策略 ....................................................................................................... 29 4.2.1 挖掘企业营销渠道现状 ......................................................................................... 29 4.2.2 增强直销资源投入 ................................................................................................. 30 4.2.3 拓展优质间接渠道资源 ......................................................................................... 31 4.2.4 优化网络垂直渠道方式 ......................................................................................... 32 4.3 价格体系优化策略 ....................................................................................................... 33 4.3.1 面对不同规模的企业制定不同的价格定位 ......................................................... 33 4.3.2 面对不同类别的产品制定不同的价格定位 ......................................................... 34 4.4 促销制度优化策略 ....................................................................................................... 35 4.5 本章小结 .............................