江西天网安防公司营销策略分析

发布时间：2018-10-07 18:55

【摘要】：伴随着国民经济的快速发展,政府部门大力推行“智慧城市”、“平安城市”等大型项目建设,促使我国安防行业保持快速增长势头。安防行业通过三十多年发展,已成为世界第二大安防市场,未来发展空间巨大。安防行业在快速发展的同时,也遇到了诸多问题,安防企业数量多规模小;安防市场需求不断变化;安防行业产品商、系统集成商和服务商之间相互渗透,竞争激烈,利润空间越来越小。江西天网安防公司是一家民营小型安防集成企业,主要为客户提供联网报警系统、楼宇对讲系统、门禁系统等集成方案及咨询售后服务。在安防行业快速发展的背景下,安防集成商越来越多,甚至有些安防产品商在提供产品的同时也为客户提供集成解决方案,不断抢占集成商市场,另外各行业对安防需求各不相同,对集成方案设计及服务要求越来越高。江西天网安防公司在激烈竞争环境中遇到发展瓶颈,企业资金欠缺,营销模式单一老套、营销管理能力不足等,致使企业近两年业务不断下滑,公司如何摆托困境,如何在激励市场竞争环境中生存与发展,除了有可靠产品、优质服务外,还要有合适的营销策略,这样对公司发展才具有重要的意义。本文综合运用了4P、4S、STP营销理论知识和PEST、SWOT分析方法,从经济因素、政治因素、社会因素、技术因素入手,分析研究安防行业发展情况。运用SWOT分析法对江西天网安防公司优势、劣势、机会、威胁进行了分析,同时结合STP理论对客户群体进行了细分、选择和定位。按照市场定位,从产品、渠道、模式三方面制定与江西天网安防公司发展相匹配的营销策略并提出切实可行的保障措施,确保营销策略有效实施。通过对江西天网安防公司市场营销策略研究,使公司真正认识到自己所处环境,克服不足,发挥优势,把握机会,使公司在竞争激烈市场环境中更好地生存与发展,也为同类企业提供一些指导性意见。
[Abstract]:With the rapid development of national economy, government departments vigorously promote the construction of "smart city", "peaceful city" and other large-scale projects, so as to promote the security industry in China to maintain a rapid growth momentum. Security industry through more than 30 years of development, has become the world's second largest security market, the future development space is huge. With the rapid development of the security industry, it has also encountered many problems, such as the small number of security enterprises, the ever-changing demand of the security market, the penetration between the product providers, system integrators and service providers in the security industry, and the fierce competition between them. Profit margins are getting smaller and smaller. Jiangxi Skynet Security Company is a private small security integrated enterprise, mainly provides customers with network alarm system, building intercom system, access control system and other integrated solutions and consulting after-sales service. In the context of the rapid development of the security industry, more and more security integrators, even some security product providers in providing products, but also to provide customers with integrated solutions, constantly seize the integration of the market, In addition, the security requirements of different industries are different, and the design and service of integrated solutions are becoming more and more demanding. In the fierce competition environment, Jiangxi Tianwang Security and Defense Company has encountered the bottleneck of development, the lack of enterprise funds, the lack of a single marketing model, the lack of marketing management ability, and so on. As a result, the business of the company has been declining continuously in the past two years, and how can the company set up a dilemma? How to survive and develop in a competitive market environment, besides reliable products and high quality service, should also have appropriate marketing strategies, which is of great significance to the development of the company. This paper makes use of 4PX 4SSTP marketing theory knowledge and PEST,SWOT analysis method, starting with economic, political, social and technical factors, analyzes and studies the development of security industry. This paper analyzes the strengths, weaknesses, opportunities and threats of Jiangxi Tianwang Security and Defense Company by using SWOT analysis method. At the same time, combined with the theory of STP, the customer groups are subdivided, selected and positioned. According to the market orientation, the marketing strategy matched with the development of Jiangxi Tianwang Security and Defense Company is formulated from three aspects of product, channel and mode, and the feasible safeguard measures are put forward to ensure the effective implementation of the marketing strategy. Through the research on the marketing strategy of Jiangxi Tianwang Security Company, the company can realize its environment, overcome its shortcomings, exert its advantages, seize the opportunity, and make the company survive and develop better in the competitive market environment. Also for similar enterprises to provide some guidance.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274

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