Research On H Company’s Cloud Computing Business Marketing Mix Strategy

With the in-depth development of the digital economy,digital transformation has become the preferred solution for traditional enterprises to break through the bottleneck of development.The cloud computing business based on digital technology has built a development model for enterprises for digital transformation.Therefore,the cloud computing business has become an industry with good prospects for development.In this context,major Internet technology-based enterprises have invested in the development and promotion of cloud computing business,gradually forming a fierce competition pattern.As one of them,H Company needs to develop appropriate marketing strategies to gain an advantage in the competition.This paper uses PEST and Porter’s five-force model to analyze the current marketing environment of H company’s cloud computing business,combines the current situation analysis,questionnaire survey and comparative analysis to identify the relevant marketing strategy problems of H company’s cloud computing business,and analyzes the effectiveness of the questionnaire and the focus of the factors affecting the marketing strategy through mathematical statistical methods,and finally uses STP and 7P analysis theory to determine the target market,And put forward 7P marketing mix strategy and implementation guarantee measures against the problems of marketing strategy.Through a detailed study of the marketing strategy of H Company’s cloud computing business,it is found that its existing problems mainly focus on the problems such as the imperfect ecosystem of cloud service products,the high price,the lack of extensive network marketing channels,the insufficient promotion efforts,the poor sales ability and service quality of sales staff,the single physical display,the low standardization and efficiency of the sales service process.Through STP analysis,the market positioning of H Company’s cloud "continue to develop basic cloud services and accelerate the layout of new cloud service businesses" was determined.Through regression analysis,it is clear that the product,price,channel,promotion,personnel and service process strategies in 7P are the main influencing factors of the marketing strategy,and the tangible display is the secondary influencing factor.Therefore,the formulation and implementation of the marketing mix strategy should focus on the product,price,channel,promotion,personnel and service process strategies,supplemented by the tangible display strategy.Based on the seven influencing factors of 7P,the marketing mix strategy has been formulated,including differentiated products,lower prices,expand online marketing channels,strengthen sales promotion,increase professional training of sales personnel,diversified physical display and digital online service process.Through the above analysis,the marketing mix strategy analysis system for cloud computing business is summarized.On the one hand,it will help company H further expand the market scale,and on the other hand,it will also provide reference for companies of the same type to develop the marketing mix strategy for cloud computing business.