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论文编号：	8633
作者编号：	2120142833
上传时间：	2016/12/5 13:49:22
中文题目：	T公司智能家居系统中国市场营销策略研究
英文题目：	The Research on Marketing Strategy of China for Intelligent Home System of T Company
指导老师：	杜建刚
中文关键字：	智能家居;品牌协议;智能化体验;营销策略
英文关键字：	Smart home system;Brand agreement;Intelligent experience;marketin strategy
中文摘要：	随着物联网时代的全面开启，人们的生活也随之步入了数字化的智能体验时代，在传统的装修风格日趋大众化的今天，智能家居已成为更多尊贵的高端人士体现爱家品味的象征。智能家居自2000年由国外引入国内，经过十几年的推广与发展，从南到北的引领了集安全，便捷，智能，节能，绿色环保于一体的新的装修理念。 T公司智能家居系统源自德国，在欧洲有80多年悠久的历史，自2006年进驻中国市场以来，一直以先进的技术服务体系，不断的优化创新，优质的服务，引领着整个行业的快速发展，并逐步成为整个行业的技术风向标。然而作为新兴的高科技产品及理念，智能家居市场还没有完全建立起成熟的管理规范，各大品牌拥有各自的品牌协议，市场还有待进一步整合，但可喜的是，随着数字化时代的到来，物联网的发展掀起了新一轮智能化产品革命的浪潮，虽然，目前智能家居还不像手机，电脑一样成为人们生活的必需品，但随着时代的不断进步与发展，制造生产成本的不断下调，智能化体验也会慢慢步入普通百姓的生活，以安防系统为主要需求目标的智能家居体系，必然会成为未来市场的主流需求趋势，在未来的五年内，出现爆发式的业绩增长。本文以T公司智能家居系统的营销策略为研究对象，结合T公司进入中国市场以来，针对于中国的市场环境，所选择的细分市场，并制定相应的营销策略，同时对比调查研究了国内外知名品牌智能家居的现状及营销特点，充分了解竞争对手的实际情况，并制定相应的市场应对方案。通过运用PEST分析，波特五力模型，SWOT分析等管理工具对智能家居行业的发展潜力做了深入的探讨和研究，制定相应的营销策略，并对营销策略的实施给予制度，流程，人员等方面的措施保障。
英文摘要：	With fully open the IOT era, people's life also subsequently entered into the era of intelligent digital experience, in the traditional style of the decoration is becoming more and more popular today, smart home has become more distinguished high-end people reflect the love symbol of the taste of home. Smart home since 2000 by the introduction of domestic, after more than ten years of promotion and development, from the south to the North led the collection of safe, convenient, intelligent, energy saving, green environmental protection in one of the new concept of decoration. T's smart home system originated in Germany, has 80 years long history in Europe, since 2006 entered the Chinese market, has been to advanced technology service system, continuous optimization and innovation, quality service, leading the rapid development of the industry, and gradually become the vane of the technology of the industry as a whole. However, as high-tech products and new concept, intelligent Home Furnishing market has not fully established management standard and mature, the major brands have their own brand, the market still needs further integration, but the good news is that with the advent of the digital age, the Internet of things development launched a new round of revolution of intelligent products at present, although, unlike Home Furnishing intelligent mobile phone, computer as a necessity of life, but with the continuous progress and development of the times, manufacturing production costs continue to drop, the intelligent experience will slowly into the life of ordinary people, Home Furnishing intelligent system to the security system as the main target, will become the mainstream trend of demand the future of the market, in the next five years, the explosive growth. The intelligent home system of T company's marketing strategy as the research object, combined with T company to enter the Chinese market since, needle for China's market environment, the selected segments of the market, and to develop appropriate marketing strategies, also comparative investigation studied domestic and foreign well-known brands of smart home situation and marketing characteristics, fully understand the actual situation of competitors, and to develop the corresponding market response to the program. Through the use of PEST analysis, Porter's five forces model, SWOT analysis and other management tools to the development potential of the smart home industry do in-depth discussion and research, formulate the corresponding marketing strategy, and the implementation of the marketing strategy of the system, processes, personnel and other aspects of safeguard measures.the smart home industry do in-depth study, but also for T company faced with the new market field gives a new marketing ideas.
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