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论文编号：	6308
作者编号：	2120122621
上传时间：	2014/6/7 17:48:03
中文题目：	国内安防产业环境分析与营销策略研究
英文题目：	The Industrial Environment Analysis and Marketing Strategy of China''s Security Industry
指导老师：	韩德昌
中文关键字：	安防行业；产业环境分析；营销策略
英文关键字：	Security industry；Industrial environment analysis；Marketing Strategy
中文摘要：	随着我国经济的不断发展、社会管理的日益复杂化和人们对安全的需求，公共安全防范及产品越来越引起大家的重视和关注。如今，安防行业已逐步发展成为与社会经济和人民群众生活密切相关的一个产业。近几年来，安防行业又有了进一步发展，尤其是全球性恐怖活动的日益频繁，“奥运会”“世博会”“达沃斯”论坛等各类国际活动更多在中国举办，以及我国“十二五”规划中的“智慧城市”、“平安城市”、“科技强警”、“司法公正、公开”、城镇化建设等重大工程项目在全国的展开，都极大促进了安防行业蓬勃发展。有关统计数据显示，安防行业在我国每年平均以15%-30%的增长率迅速成长，安防产业已成为国民经济发展新的增长点和新兴朝阳产业。然而，长期以来，安防产品仅在相对专业的领域内应用，人们对安防的认知比较局限，很多人对安防行业及产品不是十分了解。随着民用安防应用需求的增长，安防产品逐渐进入寻常百姓家，展露在大众面前。当前我国安防产业面临良好的政治和经济发展环境，技术也屡有突破，安防行业正值高速发展的黄金时期。与此同时，安防企业间的竞争也日趋激烈，如何在竞争中立于不败之地是每个安防企业应该认真考虑和研究的课题，以往这方面的研究并不多。本文尝试对我国安防产业发展过程、相关环境和营销策略进行分析，通过对六家代表性企业的对比研究，总结安防企业如何找准市场定位实现品牌精准营销、通过把握大客户实现大市场的占有的方法，同时也希望能达到对安防产业总结分析、安防行业知识普及和推广的作用。所涉及的内容根据文章需要探讨的有深有浅，希望能给读者提供参考拙见。
英文摘要：	With China’s economy development and increasingly complicated social management, people are eagerly demanding for safety. At this time security increasingly arouse public attention. Nowadays, the security industry has gradually developed into an industry closely related with economic and social life of the people. In recent years, there has been further development of the security industry, especially in the increasingly frequent global terrorist activities. Besides, " Olympics," "World Expo" "Davos Forum" and other international events held in China, as well as China's "second five Year Plan " concerning about" Smart City " , " Safe City "," justice and open policy in judiciary" , urbanization and other major projects launched in the country , have greatly contributed to the security industry to flourish. Recent statistics showed that China's rapidly growing security industry average of 15% -30 % annual growth rate, the security industry has become a new engine of national economy and the new sunrise industry. However, for a long time, security products are only applied in few special fields, few people can be aware of importance of security. Many people knew few about security industry and products. With the growth in demands for civilian security applications, security products are gradually appeared in ordinary people’s house showing off in front of the public. At present, China's security industry is in good political and economic development of the environment with frequent breakthrough in technology. Now security industry is driving in the fast road.At the same time , competition among security companies are becoming increasingly fierce , how to remain leading position in the competition should be seriously considered and studied by each security companies which subjects were seldom researched before. In this paper I attempt to analyze the development of China's security industry, the environment and marketing strategies. By comparative study of six representative enterprises I summarize how to identify the precise position in the market and achieve more market share through key customer service. And I hope I could promote the security industry and spread security industry knowledge by the analysis. I also wish to give my humble opinion to our readers as reference.
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