Research On Marketing Strategy Of SaaS Software Products In AM Company

In recent years,with the rapid development and wide application of Internet technologies such as cloud computing and big data,the development level of IT informatization in Chinese enterprises is also constantly improving,especially in the software service industry,which is an important subsector The SaaS Software Service model has been embraced by more and more enterprises.In this context,a new wave of start-up has emerged in the SaaS field,and a number of excellent old-brand software transformation enterprises and start-up companies have emerged in each SaaS sub-field,and the industry competition is becoming more and more intense.Therefore,how to develop the marketing strategy of Enterprise SaaS Service by analyzing the marketing environment and combining its own target position In order to cope with the fierce competition and the challenge of marketing reform brought by the rapid development of the industry,SaaS has become an important issue in the business development of the industry.In this paper,the marketing strategy of SaaS software products of AM company is taken as the main body of research.Firstly,based on 4P marketing mix theory,STP theory and other relevant marketing theories,using the analytical tools such as comparative analysis method,literature research method,Porter's five forces model and so on,focusing on the current marketing situation of enterprise-level SaaS products of AM company,this paper analyzes the internal and external environment of the enterprise: Pest Environment,Industry Development Status Quo,management ability,marketing ability,etc.Then found out the company's current marketing strategy problems,including unclear target market positioning,insufficient customer acquisition channels,and low internal marketing management capabilities,etc..Finally,on the optimization path,a marketing optimization plan is proposed,which takes the optimization of marketing mix strategy as the main body,the optimization of STP strategy and the development of centralized marketing as two wings.Based on the scientific analysis of the Development and Marketing Status of SaaS Industry and the research of marketing problems of SaaS software products of AM company,this paper puts forward a set of effective and reliable marketing strategy and implementation guarantee scheme To help AM companies to further enhance marketing capabilities,strengthen the core competitiveness of enterprises,at the same time,for many other enterprises in the SaaS Industry,also has a greater reference and guidance significance.