本文關(guān)鍵詞： 安防行業(yè) 高端型安防行業(yè) 營銷渠道管理 渠道策略　出處：《山東大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國經(jīng)濟(jì)的快速發(fā)展和社會化進(jìn)程的加快,各國政府對維護(hù)社會穩(wěn)定,推進(jìn)和諧社會建設(shè)的重視程度日益加深；企業(yè)和民眾安全意識逐步增強,對人身和財產(chǎn)安全的要求也逐漸提升,這直接刺激了中國安防行業(yè)的快速發(fā)展；此外國內(nèi)外重大賽事、綜合活動在中國的舉辦也為中國安防市場的發(fā)展注入了鮮活的動力。 目前中國的安防市場作為一個新型行業(yè),正處在快速發(fā)展時期,產(chǎn)業(yè)規(guī)模不斷擴(kuò)大,市場秩序逐步穩(wěn)定,但由于核心技術(shù)能力不強,中國本土安防企業(yè)綜合實力不夠突出,自主研發(fā)的安防產(chǎn)品市場份額還不夠強大�？鐕瘓F(tuán)由于具備領(lǐng)先的技術(shù)水平、豐富的產(chǎn)品線和較高的知名度而牢牢占據(jù)中國市場,進(jìn)一步加劇了中國安防行業(yè)的市場競爭。 在激烈競爭的市場環(huán)境下,渠道已經(jīng)成為越來越稀缺的資源。在快速消費品市場中,貨架資源成為競爭者們主要的爭奪目標(biāo)。企業(yè)可以通過廣告等營銷活動提升自身的影響力,以拉動的方式吸引消費者購買。相對于其他快速消費品行業(yè),安防行業(yè)注定將更多的競爭手段通過渠道得以實施�！盃I銷為本,渠道為王”這句話充分的體現(xiàn)了渠道對安防行業(yè)的重要性,企業(yè)更加需要注重對渠道的建設(shè)和管理。 本文首先梳理了營銷渠道管理相關(guān)的理論知識和國內(nèi)外當(dāng)前研究現(xiàn)狀,然后對中國安防行業(yè)尤其是高端安防行業(yè)的市場現(xiàn)狀進(jìn)行了闡述。運用PEST分析模型對中國安防行業(yè)所面臨的國內(nèi)外發(fā)展環(huán)境進(jìn)行了深入分析,運用波特五力模型分析了安防行業(yè)的競爭結(jié)構(gòu),并對中國高端安防行業(yè)渠道建設(shè)的現(xiàn)狀、存在問題及未來發(fā)展方向進(jìn)行了概述。在此基礎(chǔ)上,本文從渠道建設(shè)、渠道控制、渠道沖突管理和渠道整合四個方面制定了中國安防行業(yè)的渠道管理策略,并制定了一系列措施保障策略的運營實施。最后對本文進(jìn)行總結(jié)和展望。
[Abstract]:With the rapid development of China's economy and the acceleration of the process of socialization, the governments of various countries are paying more and more attention to maintaining social stability and promoting the construction of a harmonious society. The requirements for personal and property safety are also gradually raised, which directly stimulates the rapid development of the security industry in China. In addition, the holding of major domestic and foreign events and the holding of comprehensive activities in China also inject fresh impetus into the development of China's security market. At present, as a new type of industry, China's security market is in a period of rapid development. The scale of the industry is constantly expanding and the market order is gradually stable. However, due to the lack of strong core technical capabilities, the comprehensive strength of the local security and defense enterprises in China is not prominent enough. The market share of self-developed security products is not strong enough. Multinational groups, with their leading technology, rich product lines and high visibility, have firmly occupied the Chinese market, further intensifying the market competition in China's security industry. In a highly competitive market environment, channels have become increasingly scarce resources. In the FMCG market, Shelf resources are the main competition target for competitors. Companies can increase their influence through marketing activities such as advertising, and attract consumers to buy in a pull way. Compared with other fast moving consumer goods industries, Security industry is destined to implement more competitive means through channels. "Marketing is the basis, channel is king" this sentence fully reflects the importance of channels to the security industry, enterprises need to pay more attention to the construction and management of channels. This paper firstly combs the relevant theoretical knowledge of marketing channel management and the current research situation at home and abroad. Then, the market situation of China's security industry, especially high-end security industry, is expounded. The domestic and foreign development environment of China's security industry is deeply analyzed by using PEST analysis model. This paper analyzes the competitive structure of the security industry by using Porter's five-force model, and summarizes the current situation, existing problems and future development direction of the channel construction in China's high-end security industry. Four aspects of channel conflict management and channel integration make the channel management strategy of China's security and defense industry, and a series of measures to ensure the implementation of the strategy. Finally, this paper is summarized and prospected.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.6

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