| With the rapid development of Internet technology and informatization in China,and the continuous maturity of cloud computing,big data,and artificial intelligence technologies,SaaS software services are gradually replacing the traditional software deployment,service model.After using SaaS software to operate services,companies do not need to separately purchase computer software and hardware equipment,rent computer rooms and hire corresponding technical staff.Enterprises purchase the required services from SaaS manufacturers based on actual needs.For most small and medium-sized business owners,the application of the SaaS service model can reduce the cost of software use and maintenance,and is more in line with the development trend of technology.Given the emerging of SaaS software services in the beauty industry market,there is still a huge market space to explore and expand,but the competition in the beauty industry 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 companies increase market share and customer satisfaction.In this paper,Yanpu Technology Company is determined as the research object.First,PEST analysis,Porter’s Five Forces model and SWOT analysis are used to analyze the macro environment,competitive environment and internal environment,thus summarizing the advantages and disadvantages,as well as the opportunities and threats they face.Then,case analysis,marketing integration theory,and digital marketing theory are used to analyze the current situation of Yanpu Technology’s SaaS software marketing from product strategy,price strategy,channel strategy and promotion strategy.Through the design and distribution of the Yanpu technology SaaS software marketing strategy survey questionnaire,we summed up the imperfection of marketing strategy.Implementing accurate market positioning by applying STP theory to market segmentation and target market selection.Next,4P marketing theory and marketing mix theory are used to optimize its marketing strategy and put forward countermeasures to improve marketing problems.Finally,to ensure the smooth implementation of Yanpu’s SaaS software marketing strategy,we have separately proposed product guarantee,price guarantee,channel guarantee and promotion guarantee mechanisms.By the analysis of the marketing environment and marketing status of Yanpu’s SaaS software and the research of marketing strategies,we have laid a foundation for the rapid development of Yanpu Technology and provided useful references for SaaS software companies in the beauty industry to solve similar problems. |
