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论文编号：	14289
作者编号：	2320213528
上传时间：	2023/12/11 13:26:17
中文题目：	A公司智能安防产品营销组合策略研究
英文题目：	Research on Marketing Series Strategy of Security Products ——Take Company A as Example
指导老师：	张永强
中文关键字：	A公司；智能安防产品；营销组合策略
英文关键字：	Company A；Marketing Management; Marketing Strategy Series
中文摘要：	伴随着社会经济的持续发展，安防行业正在向规模化、智能化转型，安防产业既有着广阔的发展前景和机会，也一直都在面对着严峻的挑战，安防行业竞争日趋加剧。据统计，中国安防产业在2022年的总规模已达九千亿元，而在这些规模中，智能安防产业规模最大，目前已经达到六百三十亿元，较去年同期增长了百分之七点五。在互联网普及化、人工智能大力发展的环境下，在进行宣传和运作的过程中，安防企业更要拥有互联网的思维，将互联网和大数据的资源发挥到最大，对市场、客户、产品、企业价值进行有效地管理，对公司的价值等进行再定位及反思，需要运用一套完整的调查与研究方法，建立顾客关系，为顾客创造价值，提高品牌知名度，不断提高业绩。 本文主要是针对A公司的智能安防产品在我国的安全领域中所面临的市场营销问题进行了分析。首先，全面地剖析了A公司的营销状况和存在的问题；然后，从行业环境、外部环境以及公司的内部环境三方面入手，运用SWOT方法，找出了A公司面临的威胁、机遇、优势和缺陷；然后，运用战略营销理论，对A公司在安防行业中的市场进行了进一步的细分，并对其进行了针对性的定位。 本文以7Ps营销理论为指导，阐述了A公司安防产品在产品、价格、渠道、促销以及人员、服务过程和有形展示等方面的营销策略，并与实际中存在的营销问题相联系，给出了更好的解决方案，例如：提高产品的竞争力、增加渠道的粘度、并掌握步态识别、人脸识别、车辆识别、大数据分析等相关AI智能化技术，并将其与视频智能安防产品进行深度融合，持续提高公司品牌的知名度，也可以利用直接渠道以及代理商进行销售，同时还可以在线上、线下展览及活动中进行曝光。通过微信、微博等互联网传播的方式，对公司的产品进行了推广，并将重点放在为用户提供全程的服务上，从而对A公司在市场营销活动中出现的问题进行了有效的解决。 希望本文的研究成果可以为A公司安防产品制订相应的市场营销战略和策略提供参考，同时对我国安防企业的营销实践也有所裨益，推动我国安防企业的可持续发展。
英文摘要：	Today, with the sustainable development of social economy, the security industry is facing more and more challenges. The security industry is developing in the direction of scale and intelligence. While security systems have broad development space and opportunities, they also face challenges. According to statistics from consulting companies, by 2022, the market capacity of the security industry in China has reached about 900 billion yuan, of which the market size of the intelligent security industry is about 63 billion yuan, with a year-on-year growth of about 7.5%. In the era of popularization of the Internet and the hot trend of artificial intelligence, security companies need to have Internet thinking in promotion and operation, fully utilize Internet and big data resources, and reposition and rethink the market, customers, products, and corporate value. We need to use a series of tools to conduct market research and analysis, establish customer relationships, create value for customers, promote brand publicity, and continuously improve performance. Taking A company as the object, this paper analyzes its application in the field of security in our country. First of all, this paper comprehensively analyzes the current market situation and the problems faced by A company. Secondly, it makes a detailed analysis from three aspects: the video security industry environment of our country, the overall external environment of the company and the internal environment of the company. Use the SWOT method to identify the threats, opportunities, strengths and weaknesses faced by the enterprise. Then, research and analysis are conducted based on the theoretical knowledge related to the target market, and the market segmentation of A company in the entire security industry and the selection of target markets are thoroughly studied. Based on the 7Ps market strategy, the market problems faced by the company are analyzed. On this basis, the hotel service personnel, service process, physical display and other in-depth analysis and discussion. Some good suggestions are proposed, such as enhancing the competitiveness of the product, increasing the stickiness of the channel, and mastering AI intelligent technologies related to gait recognition，facial recognition, vehicle recognition, big data analysis, etc., and integrating them with video security systems. To continuously improve the company's brand awareness, we can also use Internet platforms such as Wechat and Weibo to promote the company's products, and pay attention to providing end-to-end services to our customers. thus effectively solve the problems encountered in the marketing activities of Company A. The conclusion of this paper can help A company to better formulate the corresponding market strategy, so as to better promote the market development of A company.
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