艾鸿公司智能家居产品的营销战略研究

发布时间：2018-01-20 05:20

本文关键词： 智能家居营销战略经营模式体验经济价值网络模型　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会的不断进步和科技的持续发展,人们的生活正在经历着全所未有的变革,舒适、安全、便捷、可控,是人们居家生活的目标和理想,自动化控制和信息化技术的进步,智能化产品的出现,使得这一理想成为了现实。近年来,无论是生产企业还是产品都呈现出迅速增长的势态,互联网巨头的介入更加剧了市场的活力与竞争。而种类繁多的智能开关产品作为智能家居的基础单元器件,为智能家居的功能实现提供了无限的可能。从简单的照明功能,到复杂的烹调功能,从卧室到浴室,从报警到智能锁,智能家居的理想,为智能产品创造巨大的想象空间和市场。艾鸿(AiHome)智能家居科技有限公司作为一家致力于智能家居行业的创业公司,有着优秀的团队和先进的设备,其智能开关系列产品尽管有着许多同类、同质产品不可比拟的优势,目前发展势头良好。在面对市场多变,竞争常在,对手林立的环境,本研究结合智能家居市场的发展历程、发展现状、发展趋势,以及智能家居行业的产品结构和商业模式,采用PESTEL方法分析了影响营销战略的环境因素,对艾鸿(AiHome)公司的智能开关产品进行了内部营销因素的SWOT比较分析;针对艾鸿(AiHome)公司以及其产品的特点,结合国内智能开关市场现状,采用STP方法分析了企业自身的优势和产品的核心竞争力,指出了市场营销的方向和可行性,并通过提出一系列保障措施对产品及价格策略提出了指导,对市场营销策略提出了一套应用导向明确的解决方案。
[Abstract]:With the continuous progress of society and the sustainable development of science and technology, people's life is experiencing unprecedented changes, comfort, safety, convenience, controllable, is the goal and ideal of people living at home. With the progress of automation and information technology and the appearance of intelligent products, this ideal has become a reality. In recent years, both production enterprises and products have shown a rapid growth trend. The involvement of the Internet giants has intensified the vitality and competition of the market, and a wide variety of smart switch products as the basic components of smart home. From simple lighting function to complex cooking function, from bedroom to bathroom, from alarm to intelligent lock, the ideal of smart home. To create a huge imagination and market for smart products. Ai Hong Kong AiHomeSmart Home Technology Co., Ltd. as a company dedicated to the smart home industry start-up. With excellent team and advanced equipment, although its intelligent switch series products have many similar, homogeneous products incomparable advantages, the current development momentum is good. In the face of market volatility, competition is often in. This study combines the development of smart home market, development status, development trends, as well as the product structure and business model of smart home industry. The environmental factors affecting marketing strategy are analyzed by PESTEL method, and the internal marketing factors of intelligent switch products of AiHome-AiHomecompany are compared and analyzed by SWOT. According to the characteristics of AiHomecompany and its products, combined with the current situation of domestic intelligent switch market, this paper analyzes the advantages of the enterprise and the core competitiveness of the product by using STP method. This paper points out the direction and feasibility of marketing, puts forward a series of guarantee measures to guide the product and price strategy, and puts forward a set of solution with clear application direction to the marketing strategy.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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