摘要随着大数据、云计算、人工智能等互联网技术高速发展，我国的互联网技术也突飞猛进，涌现了如B（百度）、A（阿里巴巴）、T（腾讯）为代表的众多互联网巨头公司。在软件服务这一细分领域，SaaS模式正在逐步取代售卖正版软件给企业提供服务的传统模式。SaaS（Software-as-a-service）称为软件运营，在互联网平台上满足企业或个人用户需求的一种新兴的模式。它是本世纪新兴起的创新应用模式，同时也是科技发展的新的趋势。企业有了SaaS软件运营服务，就不需要购买计算机软、硬件设备、租用机房和招聘相应的技术员工。可以根据实际的工作需求，由企业发起向SaaS生产商购买所需的服务。对大多说中小企业主来说，SaaS服务模式的应用明显可以减少软件的使用和维护成本，从而更加符合科技的发展趋势。针对SaaS服务模式的市场刚刚兴起，还有巨大的市场空间可以去发掘和拓展，PS公司决定将业务重心放在研发一款服务于中小企业的SaaS服务软件。本文通过对PS公司市场营销策略的分析，对其进一步发展具有重大意义。关键词：问题分析；市场营销；策略AbstractWiththerapiddevelopmentofInternettechnologiessuchasbigdata,cloudcomputingandartificialintelligence,China'sInternettechnologyisalsoadvancingbyleapsandbounds,withmanyInternetgiantssuchasB(Baidu),A(AlibPSa)andT(Tencent)emerging.Inthesubdivisionofsoftwareservices,SaaSmodeisgraduallyreplacingthetraditionalmodeofsellinggenuinesoftwaretoprovideservicestoenterprises.SaaS(Software-as-a-service),calledsoftwareoperation,isanemergingmodetomeettheneedsofenterprisesorindividualusersontheInternetplatform.Itisanewandinnovativeapplicationmodeinthiscentury,anditisalsoanewtrendinthedevelopmentofscienceandtechnology.WithSaaSsoftwareoperationservices,enterprisesdonotneedtopurchasecomputersoftwareandhardwareequipment,rentcomputerroomsandrecruitcorrespondingtechnicalstaff.Accordingtotheactualworkdemand,enterprisescaninitiatetopurchasetherequiredservicesfromSaaSmanufacturers.Formostsmallandmedium-sizedbusinessowners,theapplicationofSaaSservicemodecanobviouslyreducetheuseandmaintenancecostsofsoftware,thusmoreinlinewiththedevelopmenttrendofscienceandtechnology.AstheSaaSservicemodelmarketisjustemergingandthereisstillhugemarketspacetoexploreandexpand,PSdecidedtofocusondevelopingaSaaSservicesoftwareforsmallandmedium-sizedenterprises.ThisarticleisofgreatsignificancetothefurtherdevelopmentofPSCompanythroughtheanalysisofitsmarketingstrategy.Keywords:StrategicAnalysis;Marketing;Strategy目录摘要...........................................................IAbstract......................................................II1绪论........................................................11.1研究背景..................................................11.2研究目的和意义............................................21.3研究的方法和思路..........................................22相关理论概述................................................32.1国内外研究现状............................................32.2相关理论及工具介绍........................................53PS公司市场营销现状及问题分析................................63.1公司简介..................................................63.2PS公司市场营销现状分析....................................63.3PS公司市场营销存在的问题..................................93.3.1市场适应调整性差........................................93.3.2营销能力差、营销管理弱..................................93.3.3分销渠道管理存在问题...................................103.3.4与客户沟通中存在问题...................................104PS公司市场...
