本文立足于桌面端操作系统行业，对在该行业中占据主导地位的Windows桌面操作系统进行深入分析。以期解决其最新版操作系统Windows 10企业版在市场上被客户接受程度相对较低和增长速度慢的问题。 通过查阅定位理论、4P理论、组织间营销理论了解到不管从环境分析，还是组织间营销理论，到市场细分及定位理论，国内外都有及其成熟的理论基础和应用案例，仅在计算机操作系统这一特定的产品领域没有相应的市场营销研究理论基础。故可以借助国内外丰富的市场营销研究理论基础，对桌面端操作系统进行实战研究，既可以解决企业面临的切实问题，也可以丰富相关领域的空白，并可以将此研究复制到其他相关科技类产品上。 通过宏观环境分析及Windows的竞争环境和内部环境分析，了解环境因素对于Windows的影响。在环境分析基础上，通过钻石图定位模型理论对Windows的重点发展市场，但相应定位产品非常薄弱的中国大中型商用市场进行深入分析，分析在该市场上的定位版本Windows 10企业版的定位问题。 按照钻石图定位理论，分别进行找位、选位和到位分析。在找位中，通过分析市场整体数据和企业数据，找出本文重点研究的目标市场大中型商用市场。通过选位，对目标市场进行进一步剖析，通过调查问卷对目标客户的需求进行分析，得出关联模型及多维感知定位图，确定Windows 10企业版及其竞争对手Windows 7和Windows专业版的差异化定位点。最后通过到位分析，了解现行的Windows 10企业版产品、价格、渠道和传播推广情况。 根据以上内容，结合对客户的深入访谈，得出Windows 10企业版在大中型商用市场的定位面临如下问题，并提出相应的解决建议。 （1）Windows 10企业版的增长问题受经济及技术等宏观环境因素影响。而从企业可控方面考虑，其在大中型商用市场上的安全性和实时更新的选位是清晰的，但存在很大缺陷，即其不能满足客户在核心需求兼容性和成本方面的基本标准。另外，其关于安全性和实时更新的利益定位所对应的属性定位不能真正有效的实现。故需提高兼容性及成本方面利益需求到客户可接受水平，同时，保证其安全性及实时更新定位有效实现。 （2）在到位的其他营销组合方面，价格、渠道、传播政策也未按照其差异化定位进行制定。价格需在完善产品属性定位的基础上，根据性价比进行合理调配。在渠道方面和传播过程中，都应加强各关键节点对Windows 10企业版的定位理解及信息传递的聚焦。 （3）Windows 10企业版需结合微软公司整体产品发展战略，适应内部发展方向要求。 随着科技的发展，科技类产品更新迭代的速度越来越快，对其快速变革，长期立于优势地位的要求也越来越大。本文对处在机遇与挑战并存时代中的科技类产品，给出了快速可行的市场定位参考模板，帮助企业以不变应万变，迎接随时到来的变革。

Based on the desktop operating system, this thesis has conducted in-depth analysis to the Windows, which has been the industry-dominant desktop operating system. The article aims to address two issues of its latest operating system Windows 10 Enterprise edition, one is relatively lower level of adoption by the clients, and the other being a low growth rate. I have learned, from perusing through a great deal of materials in Positioning Theory, 4Ps Theory and inter-organizational marketing theory, that there have been mature theoretical bases and successful application cases both in China and abroad in areas ranging from environmental analysis to inter-organizational marketing theories, from market segmentation to market positioning theories. Nevertheless, no theoretical foundation of marketing research has been developed in one specific product category - computer operating system. Hence, practical researches of the desktop operating system can be carried out by referring to the vast theoretical foundation of marketing research both in China and overseas, through which not only existing issues facing all the companies could be resolved, but also the void in this industry could be filled. The research fruits could also be replicated into other relevant technology products. In this thesis, macro-environment, Windows competitors and the company internal environment have been analyzed from environmental analysis perspective. On the basis of environmental analysis and Positioning Approach of Diamond Map theory, further analysis has been conducted on positioning issues of Windows 10 Enterprises Edition Segmentation and Positioning Version in China’s medium and large-scale business market, which has been a pivotal part of Windows but has very poor product positioning strategies. Segmentation, targeting and positioning have been analyzed respectively in accordance with the Diamond Positioning Theory. In segmentation part, by analyzing general market data and corporate data, medium to large scale business market has been identified as the target market. The target market has been further segmented through segmentation process. The demands of prospective clients have been analyzed through questionnaires, resulting in correlation model and positioning graph, differentiated positioning strategies of Window 10 Enterprise Edition and its rivals Window 7 and Windows Pro have been ascertained. At last, through positioning analysis, it delves in product, pricing, place and promotion of the existing Windows 10 Enterprises Edition. Through the analysis of the above information and the in-depth interview from the target clients, I have identified the follow issues and have offered corresponding solutions and recommendations. (1) The growth of Windows 10 Enterprises Edition is subject to the macro-environment factors such as economy and technology. However, from the perspective of controllability of the company, the targeting of security and timely update in the medium to large scale business market is accurate. But there have been some defects. The major issue in targeting part is that Windows 10 Enterprises cannot meet the other basic key requirements of the target customers. It has been far below the requirement of compatibility and cost control. In the meantime, its security properties should be enhanced, and update and notification properties should be optimized to differentiated competitiveness could be achieved. (2) In other aspects of positioning part, including price, place and promotion should also be created according to its differentiated positioning strategies. Price could accordingly be adjusted based on an improvement of property positioning. Every key contact in channels and marketing execution process shall be required to improve their know-how about the positioning and information dissemination of the Windows 10 Enterprises Edition. (3) Window 10 Enterprise Edition should take Microsoft Company’s overall strategies and its other products in consideration to meet company development direction. With the rapid science and technological advancement, the high-tech products are upgrading at an increasingly faster peace, and clients’ demands to their real time changes and long-term advantageous position are also ever-evolving. This thesis has provided a reference template of fast and feasible marketing positioning for the high-tech products in this fast-changing era teemed with both challenges and opportunities, in an effort to help the companies to cope with various difficulties by adopting more consistent strategies and stand ready for any changes which may arise any time soon.