Research On The Application Of Precision Marketing In My Country's SaaS Model Products

Since 2000s,the SaaS(Software-as-a-Service)industry has been on the rise in America.Using internet-based SaaS service,users do not need to install and maintain software,they just need to do some simple configurations.Thus,compared with traditional software,SaaS service is more convenient and cheap.As result,SaaS industry has been developing rapidly both in China and abroad.According to the research of Iresearch in 2016,the scale of China's enterprise cloud services market has exceeded 50 billion Yuan.As part of it,SaaS service market has reached 12.85 billion Yuan,with a growth rate of 31%and it is expected that SaaS is to grow by more than 30%every year in the next 4 years.Precision marketing can help to save marketing cost and improve marketing efficiency for the enterprise.In recent years,the theory of precision marketing has become the focus in academia and business circles.The development of big data and other emerging technologies provides technical support for precision marketing,which makes it very useful in enterprises,especially in Internet enterprises.Domestic academia attach great importance to the application in all walks of life while doing precision marketing research,especially to the application of traditional industries and its development in the fields of internet and the e-commerce.However,there is no specific research towards the application of SaaS service market or SaaS model products in the field of precision marketing theory and its practice.With the arrival of capital winter,refined operation has become the choice of more Internet enterprises.Especially,it is very necessary to apply precision marketing for SaaS model products with uncertain profit prospects and low marketing budget.Based on precision marketing theory,practical experience and characteristics of SaaS service,the essay discuss the framework and method of application of precision marketing in SaaS products.Taking company W as an instance,the writer discusses the following ways to improve marketing efficiency,to optimize marketing mix strategy and to improve the profit of enterprises:to implement precision marketing for SaaS products,put emphasis on the application of SEM,to improve the use of big data,to flexibly use various marketing methods and promotion strategies,finally to give more emphasis on VIP customers.Furthermore,the writer also puts emphasis on the dynamic management of methods according to the results of evaluation of marketing efficiency.The essay aims to provide suggestions worth learning for SaaS service and help SaaS enterprise.