A公司智能安防门禁产品定位研究

发布时间：2018-11-27 11:36

【摘要】：随着工业4.0概念被越来越多的国家所接受,美国、德国相继提出了推动制造业升级的具体思路及规划方案,在此背景下,中国的安防产业也在不断的创新中开拓新的产品,智能安防产品应运而生。作为小区管理最核心的科技载体之一,积极推广智能安防门禁产品的市场应用可以有效改善小区治安,促进社会和谐。尽管从理论视角来看,智能安防门禁产品的功能种类比较齐全,然而在实际应用中,针对不同的目标客户群体,产品的功能定位并不相同。本文以A公司为研究对象,该公司拥有自己的生产线,具备一定的生产能力,主营业务范围广泛,其中智能安防门禁产品只是其生产的产品之一,目前该产品已被应用于福州市内的10个小区,然而在使用中,有些用户抱怨公司提供的产品与用户对产品功能的实际需求之间还存在差距,基于此,本文本文尝试依据产品定位策略理论,首先找出目前市场普遍认可的智能安防门禁产品的各项功能指标,接着就用户对A公司智能安防门禁产品提供的这些各项功能指标的满意度进行调查,以发现哪些功能需要提升,哪些功能只需保持,哪些功能可以降低,根据这些来重新定位A公司智能安防门禁产品。并为A公司该产品市场份额的扩大及产品利润的提高提供相关政策建议。因此,本文的研究具有较强的理论意义和实际意义。首先为了对A公司智能安防门禁产品进行正确的定位,本文首先通过查找文献及专家调查,将智能门禁产品从安全性、便利性和可管理性三大类功能方面细分为16项功能指标;其次,基于用户使用A公司智能安防门禁产品各项指标重要性-满意度的问卷调查数据,运用IPA分析方法和多元线性回归法进行实证分析,了解用户对目前A公司所提供门禁产品指标的满意度以及对这些指标重要性的认知度。重点了解用户认为很重要,但是实际感知评价比较低的产品功能。通过实证结果来进行A公司智能安防门禁产品的定位。即:加强"可高频使用"、"个人信息不泄密"和"售后服务质量"等功能;同时A公司必须通过强化升级相关安全的功能;继续重视安全性的功能;删除用户不需要的功能;针对不同性别、消费者制定产品设计等路径来实现智能安防门禁产品的定位。本文的研究的可能的创新之处在于:一是内容创新,智能安防门禁行业属于朝阳行业,研究的人并不多;二是实证分析方法的使用上创新,本文结合IPA分析方法和多元线性回归法来分析产品定位,在公开发表的文献中暂时没有。
[Abstract]:As the concept of industry 4.0 has been accepted by more and more countries, the United States and Germany have put forward specific ideas and planning plans to promote the upgrading of manufacturing industries. In this context, China's security and defense industries are also developing new products through continuous innovation. Intelligent security products came into being. As one of the core scientific and technological carriers of community management, actively promoting the market application of intelligent security access control products can effectively improve public security and promote social harmony. Although from the perspective of theory, the functions of intelligent security access control products are quite complete, however, in practical applications, the functional positioning of the products is not the same for different target customer groups. This paper takes A Company as the research object, the company has its own production line, has certain production capacity, the main business scope is widespread, among them the intelligent security guard entrance guard product is only one of its production products. At present, the product has been used in 10 residential areas in Fuzhou City. However, in use, some users complain that there is still a gap between the products provided by the company and the actual demand for the functions of the products. Based on the theory of product positioning strategy, this paper first tries to find out the function indexes of intelligent security access control products which are generally recognized in the market at present. Then, through a survey of the satisfaction of the users with these functional indicators provided by the intelligent security access control products of Company A, we find out which functions need to be improved, which functions need to be maintained, and which functions can be reduced. According to these to reposition A company intelligent security access control products. It also provides relevant policy suggestions for the expansion of market share and the increase of product profit of A Company. Therefore, the study of this paper has strong theoretical and practical significance. First of all, in order to locate the intelligent security entrance control products of company A, this paper subdivides the intelligent access control products into 16 functional indexes from three categories: safety, convenience and manageability by looking up the literature and investigating the experts. Secondly, based on the questionnaire data of the importance and satisfaction degree of the intelligent security entrance control products of company A, we use the IPA analysis method and the multiple linear regression method to carry on the empirical analysis. To understand the customer satisfaction with the current A company's access control product indicators and the importance of these indicators. Focus on what users think is important, but the actual perception of the product function is relatively low. Through the empirical results to carry out the A company intelligent security access control products positioning. Such functions as "high frequency use", "no leakage of personal information" and "quality of after-sales service" should be strengthened. At the same time, company A must strengthen the function of upgrading related security, continue to attach importance to the function of security, delete the function that users do not need. According to the different gender, the consumer formulates the product design and so on path to realize the intelligent security guard entrance guard product localization. The possible innovations of this study are: first, content innovation, intelligent security industry belongs to the sunrise industry, the research is not many; The second is the innovation in the use of empirical analysis method. This paper combines the IPA analysis method and the multiple linear regression method to analyze the product positioning, which has not been found in the published literature for the time being.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6

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