摘要
摘要
随着我国互联网技术、信息化的快速发展以及云计算、大数据和人工智能等技术
的不断成熟，SaaS软件服务正在逐渐取代传统的软件部署服务模式。SaaS(软件即服务)
是一种以信息化服务为核心内容的新型的软件提供模式，随着企业信息化建设的普及，
特别是在中小企业信息化建设当中，SaaS的优势日益凸显，企业在使用 SaaS软件服务
后，无需单独购买计算机的服务器等资源，只需根据自身实际需求向 SaaS生产商购买
所需应用服务即可。对于大多数中小企业来说，SaaS服务模式的应用明显减少软件的
使用和维护成本，从而更符合科技的发展趋势。
根据 《中国物业管理行业发展报告（2018）》数据，截至 2017 年末，全国物业
服务企业注册数约为 12 万家，其中管理面积达 500 万平米以上的企业 200 余家。
TOP100 企业营收达 1800 亿元，占全国物业行业总营收的 30%。从企业数量上来看，
中小型物业企业占了大半壁江山，中小企业面临数量多品牌弱、经营困难、服务水平
低等突出问题。而信息化产品或信息系统对提高物业企业运营效率，降低边际成本起
到了举足轻重的作用。
针对SaaS软件服务在物业行业的发展历程，还有巨大的市场空间可以发掘和拓展；
但智慧物业 SaaS软件市场竞争也日趋激烈，SaaS软件服务商必须加强营销创新，制定
科学合理的营销策略来帮助企业提升市场占有率和客户满意度。
如何把握好行业发展机遇，实现新发展、新突破，本文选取 SY科技公司为研究对
象，围绕 SY科技公司发展受限的问题，查阅相关理论和文献，在充分了解企业自身情
况和整个市场环境及竞争的形势下，运用 PEST分析法、波特五力模型和 SWOT分析
法对 SY科技公司营销的宏观环境、竞争环境和内部环境进行分析，并总结得出 SY科
技公司 SaaS软件产品具备的优势、劣势、机会和威胁。再根据市场营销相关理论分别
从产品策略、价格策略、渠道策略和促销策略分析 SY科技公司 SaaS软件的营销现状，
并得出产品营销中存在的问题。在此基础上，根据“4P”营销组合理论，从产品、价
格、渠道、促销等四个方面提出了 SY科技公司智慧物业 SaaS软件系统的营销优化方
案。最后本研究还从营销部门组织结构、营销人力资源投入、营销人员激励机制等提
出针对性保障措施，以确保 SY科技公司 SaaS软件营销策略优化方案的顺利实施。
I
广东工业大学硕士专业学位论文
通过对 SY科技公司 SaaS软件营销环境、营销现状分析和营销策略的研究，为SY
科技公司的快速发展奠定了基础，同时也能为国内智慧物业行业中类似 SY科技公司的
SaaS软件企业解决类似问题提供了有益的借鉴和参考意义。
关键词：智慧物业；智慧物业SaaS软件系统；营销策略；4P
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ABSTRACT
ABSTRACT
With the rapid development of Internet technology and informatization in my country
and the continuous maturity of technologies such as cloud computing, big data and artificial
intelligence, SaaSsoftware servicesare gradually replacingthe traditionalsoftware
deployment service model. SaaS (Software as a Service) is a new type of software provision
model with information service as the core content. After using SaaS software services, there
is no need to separately purchase resources such as computer servers, but only need to
purchase the required application services from SaaS manufacturers according to their actual
needs. For most small and medium-sized enterprises, the application of SaaS service model
significantly reduces the use and maintenance costs of software, which is more in line with
the development trend of science and technology.
According to the《China Property Management Industry Development Report (2018)》,
as of the end of 2017, there were about 120,000 property service companies registered across
the country, including more than 200 companies with a management area of
more than
5 million square meters. The revenue of TOP100 enterprises reached 180 billion yuan,
accounting for 30% of the total revenue of the national property industry. From the
perspective of the number of enterprises, small and medium-sized property enterprises
account for most of the country, and small and medium-sized enterprises face prominent
problems such as a large number of weak brands, operational difficulties, and low service
levels. Informatization products or information systems play a pivotal role in improving the
operational efficiency of property companies and reducing marginal costs.
In view of the development history of SaaS software services in the property industry,
there is still a huge market space to explore and expand; however, the competition in the
smart property SaaS software market is also becoming increasingly fierce. SaaS software
service providers muststrengthen marketing innovation andformulate scientific and
reasonable marketing strategies to help Enterprises increase market share and customer
satisfaction.
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