I 摘要 我国社会发展至今，网络科技时代已经到来，在创新驱动背景下，以软件行业为 主导的技术型产业于短时间内快速崛起，尽管受到大环境的推动而使得该行业得以拥 有日益良好的发展前景，但科技成果的日新月异与行业竞争的不断加剧却又导致行业 所有企业的生存和发展越发艰难。面对各竞争资本的同质化现状，依托行之有效的创 新市场营销之策帮助企业赢得市场显然成为必要选择，那么如何保证市场营销的有效 性，即成为摆在每一个软件公司面前的现实难题。本研究在现有相关理论研究成果的 支撑下，找到案例企业市场营销存在的不足，并针对不足提出优化企业市场营销的针 对性建议，目的不仅是要能够结合软件行业企业的特殊性提出观点，更要确保建议的 提出能够有效针对于案例公司的实际情况。以此为陕西RH软件公司乃至于更多同行企 业市场营销水平的提升提供些许有价值的参考和借鉴，具有一定的理论和实践研究意 义。 本研究采用文献研究法、案例分析法和比较研究法等方法，以明确市场营销理论、 PEST理论、SWOT理论、4P营销组合理论和STP市场营销理论为前提，对陕西RH软件 公司基本情况进行概括性分析，进而从宏观视角明确陕西RH软件公司经营所处的政治 环境、经济环境、社会环境和技术环境，同时了解行业现状和陕西RH软件公司的竞争 环境，从优势、劣势、机遇和挑战四个层面帮助该公司定位出市场营销优化的正确方 向；在此基础上，针对陕西RH软件公司市场营销现状进行深入分析，从市场细分策略、 市场组合策略和营销保障策略三个层面剖析该公司市场营销中的具体问题；最后分别 从市场细分、组合营销和营销保障三个层面提出陕西RH软件公司市场营销策略的优化 建议。 通过研究发现，陕西RH软件公司所处环境良好，但行业竞争态势却在不断加剧， 通过SWOT的分析能够定位出该公司未来市场营销的重点和方向，也能够据此挖掘出该 公司市场营销存在的问题主要体现在市场细分不到位、组合策略不完善以及营销保障 不健全三个方面的主要问题。根据这些问题，需要公司能够进一步优化STP战略，并 从产品、价格、渠道和促销四个基础方面创新组合营销形式，即创新产品研发、合理 定价、拓宽传统渠道并打造多元化促销策略；尤其是为了确保营销质量和效果，更需 要公司能够优化组织结构、实施有效培训、提高技术能力和提供财务支持四个层面做 好相应的保障性建设，才能有助于陕西RH软件公司提高市场营销水平。 关键词：市场营销；STP战略；营销组合；营销保障；陕西RH软件公司 西北农林科技大学硕士学位论文 II ABSTRACT Since the development of China's society, the era of network technology has arrived. Under the background of innovation driving, the technology industry dominated by the software industry has risen rapidly in a short period of time. Despite the promotion of the general environment, the industry has an increasingly good development prospect However, the ever-changing scientific and technological achievements and the intensifying competition in the industry have made the survival and development of all enterprises in the industry more difficult. Faced with the current status of homogenization of competing capitals, relying on effective and innovative marketing strategies to help companies win the market is obviously a necessary choice, so how to ensure the effectiveness of marketing is a reality in front of every software company. problem. This research is supported by the existing relevant theoretical research results, and finds the shortcomings of case enterprise marketing, and puts forward targeted suggestions for optimizing enterprise marketing for the shortcomings, the purpose is not only to be able to put forward perspectives in conjunction with the particularities of software industry companies, It is also necessary to ensure that the proposal can be effectively targeted at the actual situation of the case company. This provides some valuable reference and reference for the improvement of marketing level of Shaanxi RH Software Company and even more peer companies, which has certain theoretical and practical research significance. This research adopts literature research method, case analysis method and comparative research method, etc., on the premise of clear marketing theory, PEST theory, SWOT theory, 4P marketing mix theory and STP marketing theory, summarizes the basic situation of Shaanxi RH software company Analysis from a macro perspective to clarify the political environment, economic environment, social environment and technological environment in which Shaanxi RH Software Company operates, and at the same time understand the current status of the industry and the competitive environment of Shaanxi RH Software Company, from advantages, disadvantages, opportunities and challenges This level helps the company locate the correct direction of marketing optimization; on this basis, it conducts an in-depth analysis of the marketing status of Shaanxi RH Software Company and analyzes the company from three levels: market segmentation strategy, market portfolio strategy and marketing assurance strategy Specific issues in marketing; Finally, suggestions for the optimization of the marketing strategy of Shaanxi RH Software Company are presented from three levels: market segmentation, combination marketing and marketing assurance. ABSTRACT III Through research, it is found that Shaanxi RH Software Company is in a good environment, but the industry competition situation is intensifying. The analysis of SWOT can locate the company ’s future marketing focus and direction, and can also find out the company ’s marketing presence. The problems are mainly reflected in the three main problems of inadequate market segmentation, imperfect combination strategy and imperfect marketing guarantee. Based on these issues, the company needs to be able to further optimize the STP strategy and innovate combined marketing forms from the four basic aspects of product, price, channel and promotion, namely innovative product development, reasonable pricing, broaden traditional channels and create a diversified promotional strategy; especially In order to ensure the marketing quality and effectiveness, the company needs to be able to optimize the organizational structure, implement effective training, improve technical capabilities and provide financial support to make appropriate supportive construction, in order to help Shaanxi RH Software Company improve marketing level. KEY WORDS: marketing; STP strategy; marketing mix; marketing guarantee; Shaanxi RH software company 目 录 I 目 录 摘要 .................................................................... I ABSTRACT ............................................................... II 第一章 导论 ............................................................ 1 1.1 研究背景 ........................................................... 1 1.2 研究目的及意义 ..................................................... 1 1.2.1 研究目的 ....................................................... 1 1.2.2 研究意义 ....................................................... 2 1.3 国内外研究动态 ..................................................... 3 1.3.1 国外研究动态 ................................................... 3 1.3.2 国内研究动态 ................................................... 3 1.3.3 简要述评 ....................................................... 4 1.4 研究思路及方法 ..................................................... 5 1.4.1 研究思路 ....................................................... 5 1.4.2 研究方法 ....................................................... 5 第二章 相关概念及理论基础 .............................................. 7 2.1 市场营销概念 ....................................................... 7 2.2 PEST理论 .......................................................... 8 2.3 SWOT理论 .......................................................... 8 2.4 4P营销组合理论 .................................................... 9 2.5 STP市场策略理论 .................................................. 10 第三章 陕西RH软件公司市场营销环境分析 ................................ 12 3.1 陕西RH软件公司概况 ............................................... 12 3.2 陕西RH软件公司所处宏观环境PEST分析 .............................. 12 3.2.1 政治环境 ...................................................... 13 3.2.2 经济环境 ...................................................... 13 3.2.3 社会环境 .....................................