江西天網(wǎng)安防公司營銷策略分析
發(fā)布時間：2018-10-07 18:55
【摘要】：伴隨著國民經(jīng)濟的快速發(fā)展,政府部門大力推行“智慧城市”、“平安城市”等大型項目建設(shè),促使我國安防行業(yè)保持快速增長勢頭。安防行業(yè)通過三十多年發(fā)展,已成為世界第二大安防市場,未來發(fā)展空間巨大。安防行業(yè)在快速發(fā)展的同時,也遇到了諸多問題,安防企業(yè)數(shù)量多規(guī)模小;安防市場需求不斷變化;安防行業(yè)產(chǎn)品商、系統(tǒng)集成商和服務(wù)商之間相互滲透,競爭激烈,利潤空間越來越小。江西天網(wǎng)安防公司是一家民營小型安防集成企業(yè),主要為客戶提供聯(lián)網(wǎng)報警系統(tǒng)、樓宇對講系統(tǒng)、門禁系統(tǒng)等集成方案及咨詢售后服務(wù)。在安防行業(yè)快速發(fā)展的背景下,安防集成商越來越多,甚至有些安防產(chǎn)品商在提供產(chǎn)品的同時也為客戶提供集成解決方案,不斷搶占集成商市場,另外各行業(yè)對安防需求各不相同,對集成方案設(shè)計及服務(wù)要求越來越高。江西天網(wǎng)安防公司在激烈競爭環(huán)境中遇到發(fā)展瓶頸,企業(yè)資金欠缺,營銷模式單一老套、營銷管理能力不足等,致使企業(yè)近兩年業(yè)務(wù)不斷下滑,公司如何擺托困境,如何在激勵市場競爭環(huán)境中生存與發(fā)展,除了有可靠產(chǎn)品、優(yōu)質(zhì)服務(wù)外,還要有合適的營銷策略,這樣對公司發(fā)展才具有重要的意義。本文綜合運用了4P、4S、STP營銷理論知識和PEST、SWOT分析方法,從經(jīng)濟因素、政治因素、社會因素、技術(shù)因素入手,分析研究安防行業(yè)發(fā)展情況。運用SWOT分析法對江西天網(wǎng)安防公司優(yōu)勢、劣勢、機會、威脅進行了分析,同時結(jié)合STP理論對客戶群體進行了細分、選擇和定位。按照市場定位,從產(chǎn)品、渠道、模式三方面制定與江西天網(wǎng)安防公司發(fā)展相匹配的營銷策略并提出切實可行的保障措施,確保營銷策略有效實施。通過對江西天網(wǎng)安防公司市場營銷策略研究,使公司真正認識到自己所處環(huán)境,克服不足,發(fā)揮優(yōu)勢,把握機會,使公司在競爭激烈市場環(huán)境中更好地生存與發(fā)展,也為同類企業(yè)提供一些指導(dǎo)性意見。
[Abstract]:With the rapid development of national economy, government departments vigorously promote the construction of "smart city", "peaceful city" and other large-scale projects, so as to promote the security industry in China to maintain a rapid growth momentum. Security industry through more than 30 years of development, has become the world's second largest security market, the future development space is huge. With the rapid development of the security industry, it has also encountered many problems, such as the small number of security enterprises, the ever-changing demand of the security market, the penetration between the product providers, system integrators and service providers in the security industry, and the fierce competition between them. Profit margins are getting smaller and smaller. Jiangxi Skynet Security Company is a private small security integrated enterprise, mainly provides customers with network alarm system, building intercom system, access control system and other integrated solutions and consulting after-sales service. In the context of the rapid development of the security industry, more and more security integrators, even some security product providers in providing products, but also to provide customers with integrated solutions, constantly seize the integration of the market, In addition, the security requirements of different industries are different, and the design and service of integrated solutions are becoming more and more demanding. In the fierce competition environment, Jiangxi Tianwang Security and Defense Company has encountered the bottleneck of development, the lack of enterprise funds, the lack of a single marketing model, the lack of marketing management ability, and so on. As a result, the business of the company has been declining continuously in the past two years, and how can the company set up a dilemma? How to survive and develop in a competitive market environment, besides reliable products and high quality service, should also have appropriate marketing strategies, which is of great significance to the development of the company. This paper makes use of 4PX 4SSTP marketing theory knowledge and PEST,SWOT analysis method, starting with economic, political, social and technical factors, analyzes and studies the development of security industry. This paper analyzes the strengths, weaknesses, opportunities and threats of Jiangxi Tianwang Security and Defense Company by using SWOT analysis method. At the same time, combined with the theory of STP, the customer groups are subdivided, selected and positioned. According to the market orientation, the marketing strategy matched with the development of Jiangxi Tianwang Security and Defense Company is formulated from three aspects of product, channel and mode, and the feasible safeguard measures are put forward to ensure the effective implementation of the marketing strategy. Through the research on the marketing strategy of Jiangxi Tianwang Security Company, the company can realize its environment, overcome its shortcomings, exert its advantages, seize the opportunity, and make the company survive and develop better in the competitive market environment. Also for similar enterprises to provide some guidance.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.6;F274
本文編號：2255311
[Abstract]:With the rapid development of national economy, government departments vigorously promote the construction of "smart city", "peaceful city" and other large-scale projects, so as to promote the security industry in China to maintain a rapid growth momentum. Security industry through more than 30 years of development, has become the world's second largest security market, the future development space is huge. With the rapid development of the security industry, it has also encountered many problems, such as the small number of security enterprises, the ever-changing demand of the security market, the penetration between the product providers, system integrators and service providers in the security industry, and the fierce competition between them. Profit margins are getting smaller and smaller. Jiangxi Skynet Security Company is a private small security integrated enterprise, mainly provides customers with network alarm system, building intercom system, access control system and other integrated solutions and consulting after-sales service. In the context of the rapid development of the security industry, more and more security integrators, even some security product providers in providing products, but also to provide customers with integrated solutions, constantly seize the integration of the market, In addition, the security requirements of different industries are different, and the design and service of integrated solutions are becoming more and more demanding. In the fierce competition environment, Jiangxi Tianwang Security and Defense Company has encountered the bottleneck of development, the lack of enterprise funds, the lack of a single marketing model, the lack of marketing management ability, and so on. As a result, the business of the company has been declining continuously in the past two years, and how can the company set up a dilemma? How to survive and develop in a competitive market environment, besides reliable products and high quality service, should also have appropriate marketing strategies, which is of great significance to the development of the company. This paper makes use of 4PX 4SSTP marketing theory knowledge and PEST,SWOT analysis method, starting with economic, political, social and technical factors, analyzes and studies the development of security industry. This paper analyzes the strengths, weaknesses, opportunities and threats of Jiangxi Tianwang Security and Defense Company by using SWOT analysis method. At the same time, combined with the theory of STP, the customer groups are subdivided, selected and positioned. According to the market orientation, the marketing strategy matched with the development of Jiangxi Tianwang Security and Defense Company is formulated from three aspects of product, channel and mode, and the feasible safeguard measures are put forward to ensure the effective implementation of the marketing strategy. Through the research on the marketing strategy of Jiangxi Tianwang Security Company, the company can realize its environment, overcome its shortcomings, exert its advantages, seize the opportunity, and make the company survive and develop better in the competitive market environment. Also for similar enterprises to provide some guidance.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.6;F274
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