论文题目：聊城A 公司云服务业务营销策略研究
专业：工商管理
：：
学员姓名郑重学员签名
：：
导师姓名苏菊宁教授导师签名
摘要
随着信息技术持续不断地突破和发展，不论是企业还是个人对于数据资源技术性使用
需求也愈发强烈。云服务依托于创新型信息化技术在提升数据运算和使用效率领域的优秀
。目自
表现，逐渐成为了当下炙手可热的追捧热点前云服务在市场应用中已经展现出身独
特的技术优势，也逐渐被更多用户所信任，因此该业务在未来市场能够发挥的价值潜力还
一
有待进步扩张释放，参与到云服务市场中的企业不仅会面临巨大的发展机遇，同时也会
面临市场扩张、产业完善过程中不可避免的挑战与威胁。
工
本文以聊城A 公司云服务业务为研宄对象，首先通过文献综述和相关营销理论具
目
的回顾与整合，梳理前在该领域的研究成果和科学的理论指导，形成本文扎实的研究基
础。在对目前聊城A 公司云服务业务营销现状分析的基础上，配以问卷调查从市场用户
、、
视角对当下营销环节中出现的问题进行梳理，如产品竞争力不强业务定价不够灵活渠
道力量单薄、促销手段相对传统、有形展缺乏体验感、服务人员专业性较弱、服务过程
补偿问题。并n对这些问题的产生原因进行深入探宄，主要是由于聊城a 公司云服务的
技术支撑不到位、目标市场不够聚焦、受到传统管理形式的束缚以及行业内缺乏成功标杆
造成。之后借助PEST 和波特五力模型对聊城A 公司云服务发展的宏观环境和竞争环境
进行分析，并且利用SWOT 分析矩阵为未来该业务的营销策略指明SO 增长型战略发展
方向，在此基础上利用STP理论，为聊城A 公司云服务锁定行业和企业目标客户，并且
在iaaS、PaaS、SaaS 上“明确各自核心”营销业“务重点领域，”同时也分别为云服务业务和聊
城A公司重新确定了最懂用户的云和智能信息专家的市场定位。最后基于目标
客群和市场定位的指引，遵循７P组合理论从提升云服务竞争优势、释放云服务价格弹性、
搭建多元渠道体系、积极运用新型促销手段以及优化迁移服务过程、提升服务人员水平、
丰富有形展示内容的方面全面优化云服务业务营销的市场成效。最后为了确保以上制定的
营销措施能够顺利执行，调动企业资源从组织、风控、监管、研发环境四方面制定相应的
保障措施。希望本研究能够切实提高聊城A 公司云服务业务在市场中的营销竞争力，同
时也能给行业内同类型友商更多的营销思路，共同助力云服务产业的迅猛发展。
【关键词】云服务业务；STP理论；营销策略
【论文类型】应用研究
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西安理工大学工商管理硕士学位论文
analyze the macro environment and competitive environment of the development of cloud
services for Company A in Liaocheng.The SWOT analysis matrix was used to indicate the
direction of SO growth strategy development for future marketing strategies for this business.
Based on this.STP theory was used to target industry and enterprise customers for Company
A's cloud services.and their core marketing business focus areas were clearly defined on IaaS.
PaaS.and SaaS.At the same time.it has also redefined the market positioning of "the cloud that
understands users the most"and "intelligent information expert"for cloud service business and
Liaocheng Company A.Finally.based on the guidance of target customer groups and market
positioning.following the 7P combination theory.we comprehensively optimize the market
effectiveness of cloud service business marketing from the aspects of enhancing cloud service
competitive advantages.releasing cloud service price elasticity.building a diversified channel
system.actively using new promotion methods.optimizing the migration service process.
improving the level of service personnel.and enriching the display content.Finally.in order to
ensure the smooth implementation of the marketing measures formulated above.corresponding
guarantee measures will be formulated from four aspects:organization.risk control.supervision.
and research and development environment.in order to mobilize enterprise resources.I hope
this study can effectively improve the marketing competitiveness of Liaocheng Company A's
cloud service business in the market.and also provide more marketing ideas for peers in the
industry.jointly helping the rapid development of the cloud service industry.
【Key Words】cloud service business;STP theory;marketing strategy
【Type of paper】Application Research
III
目录
1绪论.........................................................................................................1
1.1研究背景与意义...............................................................................1
1.1.1研究背景.....................................................................................1
1.1.2研究意义.....................................................................................2
1.2国内外研究综述...............................................................................2
1.2.1国外相关研究.............................................................................2
1.2.2国内相关研究.............................................................................3
1.2.3相关研究评述.............................................................................5
1.3研究内容及方法...............................................................................5
1.3.1研究内容.....................................................................................5
1.3.2研究方法.....................................................................................6
1.4技术路线...........................................................................................7
2基本概念与理论基础............................................................................8
2.1云服务...............................................................................................8
2.1.1云服务的技术基础.....................................................................8
2.1.2云服务的服务形态.....................................................................9
2.1.3云服务的服务方式.....................................................................9
2.2理论基础.........................................................................................10
2.2.1PEST 分析.................................................................................10
2.2.2SWOT 分析...............................................................................10
2.2.3STP 理论....................................................................................11
2.2.47P 策略.......................................................................................11
2.2.5服务质量差距模型...................................................................12
3聊城A 公司云服务业务营销现状与问题分析.................................14
3.1聊城A 公司简介............................................................................14
3.1.1聊城A 公司概况......................................................................14
3.1.2聊城A 公司云服务发展..........................................................15
3.2聊城A 公司云服务业务营销现状................................................17
3.2.1产品方面...................................................................................17
3.2.2价格方面...................................................................................18
3.2.3渠道方面...................................................................................18
3.2.4促销方面...................................................................................19
3.2.5人员方面...................................................................................19
3.2.6有形展示...................................................................................19