I 摘要 随着云计算和大数据的时代的到来，智慧城市、智慧金融等都逐渐兴起，21 世纪后信息技术协调发展的最主要的基石将是云计算和大数据处理分析，所以云 计算也正为这些多彩多样的大数据供给了储存及运算的基础平台。云计算是在固 有的分布式计算等多数理论、技术、实践的基础上因为发展从而演化出来的一种 信息技术产物。HX 公司经过了数年的发展，成为了大型的综合性信息系统集成 服务提供商，主要以电子软硬件产品销售和信息技术服务为重，全球金融 IDC 排 名百强，拥有全球交付能力。 在研究 HX 公司的云平台销售策略期间，我对 HX 公司云平台销售模式进行了 一系列的整理细分以及归纳总结，通过市场的商业营销活动，结合众多调查数据， 改变并增强了 HX 公司的云平台销售的策略，使其云平台计算、网络、安全、存 储等软硬件产品销售得到大幅度提升，并为将来 HX 公司云平台销售业务奠定了 牢固的基础，在实践拓展中提供了大量理论上的帮助。由此可见，分析该公司的 云平台销售策略，对帮助其他信息系统集成产业公司拓展相关云业务员有着极其 重要的意义。 在这样的条件下，本文以 7Ps 销售理论为基础，通过文献分析法、案例研究 法以及 SWOT 分析法等研究方法，分析了 HX 公司昆明办事处在云平台销售中出现 的问题，完善了销售策略的方案，还围绕云平台和市场销售相关的理论，对云平 台产品的技术、性能、使用环境进行了严谨的数据分析，最终得出以下结论： （1）HX 公司云端产品目前采取的策略是合理组合各种资源，把握时机增长 型成长。 （2）HX 公司成立时至今日已经拥有非常雄厚的技术经验。 （3）HX 公司拥有质量优异的产品和完整的服务流程管理和质量监督体系， 已经能保证了产品的质量，完善了售后服务，在全球也都有良好的声誉。 （4）从全国甚至全世界范围来观察，HX 公司云平台产品销售方面的优势远 胜于劣势，机会比威胁多出许多来，是因为云平台产品市场还有非常大的上升和 进步空间，机会众多，与国家高新技术发展战略相符合。 （5）HX 公司应该继续发挥自己在云平台销售方面的组合资源的优势，充分摘要 II 运用刚兴起不久的云计算、存储、应用等技术，把握机会，发展公司内部的技术 团队，推出更多、更优秀的云端产品。 为了提供最适合最有效的昆明办事处云平台销售的策略和方案，对 HX 公司 的案例进行了分析，并为相关企业和领域提供宝贵的经验。 关键词：HX 公司；云平台；销售策略；7Ps 营销理论Abstract III Abstract It indicates that the advent of the era of cloud computing and big data, especially the rise of the construction wave of smart city, smart government and smart finance, cloud computing, big data processing and analysis will become the core support for the integration and development of the new generation of information technology, and cloud computing will provide storage and computing support platform for these massive and diversified large data. Cloud computing is not a product of empty space, but a product of development and evolution based on traditional distributed computing, parallel computing, grid computing and many other theories, technologies and practices. Through years of development, HX has become a large-scale integrated information service provider with emphasis on both electronic hardware and software products and services, and its achievements are very remarkable. According to statistics, as the largest information management software and service provider in the country, HX company provides customers in all fields including enterprises, schools, government, health care, manufacturing, service and retail industry with optimized solutions and comprehensive software systems. During the period of studying the cloud platform sales strategy of HX company, we made a series of sorting, subdivision and summary of the cloud platform sales model of HX company. We had also changed and enhanced the current cloud platform sales strategy of HX company through commercial marketing activities in the market, combining with a large number of survey data. This greatly improved the sales of software and hardware resources, such as: cloud platform computing, network, security and storage. And it laid a solid foundation for HX's cloud platform sales business in the future. It provided a lot of theoretical help in practice. Therefore, it is of great significance to analyze the company's cloud platform sales policy to help other information system integration industry companies expand their business. This essay is based on 7Ps sales theory, through case studies, literature analysisAbstract IV and SWOT analysis methods, this paper combs and analyses the problems of Kunming Office of HX Company in the process of cloud platform sales, reorganizes the sales strategy scheme, and focuses on the technology and nature of cloud platform products based on the theory of cloud platform and market sales. Through in-depth study on energy and use environment, it is concluded that: (1) The current strategy of HX's cloud products is to combine advantages, take advantage of opportunities and grow. (2) HX Company has experienced many years of emergency response since its establishment, and has a very strong technical product. (3) HX company has a comprehensive and complete product and service process management system and quality supervision system, which can ensure product quality and after-sales service, and has a good reputation in China and even in the world. (4) Looking from the whole country and the whole world, the market of cloud platform products is far from saturated, and there are many opportunities, which are in line with the national high-tech development strategy. Therefore, the advantages of HX company's platform product sales are far greater than disadvantages, and the opportunities are far more than threats. (5) HX company should continue to choose combination to give full play to its advantages, maximize its advantages in cloud platform sales, firmly grasp the emerging cloud technology, seize the opportunity of strong demand, develop a large number of technical teams within the company, and launch more and stronger cloud products. After studying the case of HX Company, this paper provides the most suitable strategy and scheme for cloud platform sales of Kunming office, aiming at providing effective sales strategy for HX company's cloud platform sales team, and providing corresponding strategic inspiration for relevant enterprises and fields. Key words：HX Company; Cloud Platform; Sales Strategy; 7Ps Marketing Theory目录 V 目 录 摘要.........................................................................................................I ABSTRACT............................................................................................III 第一章 绪论 ..............................................................................................1 第一节 研究背景.....................................................................................................1 第二节 研究目的和意义.........................................................................................2 一、研究目的 .....................................................................................................2 二、研究意义 .....................................................................................................2 第三节 文献综述.....................................................................................................3 一、国外研究现状 .............................................................................................3 二、国内研究现状 .............................................................................................4 三、文献评述 .....................................................................................................6 第四节 研究内容与方法.........................................................................................7 一、研究内容 .....................................................................................................7 二、研究方法 .....................................................................................................8 第二章 相关概念界定和理论基础........................................................10 第一节 概念界定...................................................................................................10 一、云平台 .......................................................................................