| 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,SaaS software services are gradually replacing the traditional software 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 than5 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 must strengthen marketing innovation and formulate scientific and reasonable marketing strategies to help Enterprises increase market share and customer satisfaction.How to grasp the development opportunities of the industry and achieve new development and new breakthroughs,this thesis selects SY Technology Company as the research object,focuses on the limited development of SY Technology Company,consults relevant theories and literature,and fully understands the company's own situation and the entire market environment and Under the situation of competition,use PEST analysis method,Porter's five forces model and SWOT analysis method to analyze the macro environment,competitive environment and internal environment of SY Technology's marketing,and summarize the advantages and disadvantages of SY Technology's SaaS software products.Weaknesses,Opportunities and Threats.Then,according to the relevant marketing theory,it analyzes the current situation of SY Technology's SaaS software marketing from product strategy,price strategy,channel strategy and promotion strategy,and draws the problems existing in product marketing.On this basis,according to the "4P" marketing mix theory,the marketing optimization plan of SY Technology's smart property SaaS software system is proposed from four aspects: product,price,channel,and promotion.Finally,this study also proposes targeted safeguards from the organizational structure of the marketing department,the investment of marketing human resources,and the incentive mechanism of marketing personnel to ensure the smooth implementation of SY Technology's SaaS software marketing strategy optimization plan.Through the research on SY Technology's SaaS software marketing environment,marketing status analysis and marketing strategy,it has laid a foundation for the rapid development of SY Technology,and can also solve similar problems for SaaS software companies similar to SY Technology in the domestic smart property industry which provided useful reference and significance. |
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