LY公司安防IP摄像机的营销策略研究
发布时间：2019-02-09 11:07
【摘要】：LY公司一家从事研究、开发和制造智能IP安防摄像科技产品的小型企业.在IP摄像技术,图像处理,存储和系统集成方面有多项专利,主要市场是公安系统--天网补盲。公司在市场需求、人才资源、技术创新上都有一定的优势。但面对公安系统市场逐渐饱和,且现有的业务领域、营销策略限制了公司规模的发展。通过对LY公司基本情况和营销现状的分析,本文发现该公司主要的营销问题在于:产品品种单一;业务领域狭窄;产品对原材料质量要求高;定价方式刚性、单一;仅有直销渠道,没有分销渠道;促销力度不强,促销业务领域范围狭窄。本文确定的LY公司产品目标市场是二线城市的公安领域、交通领域、中大型公交公司、中大型出租公司;市场定位为根据市场需求区分产品档次,并逐渐予以产品多样化、差异化。LY公司IP摄像机的4P营销策略如下:第一,产品策略优化方案:优化软件系统,降低产品高稳定性要求;细化公安系统需求,保证产品多样化;按硬件性能划分产品档次,只需要解决硬软件兼容问题;开发民用领域;仅集中精力进行新品开发上,用硬件区分档次,提高新品开发速度。第二,定价策略:中低档产品采取竞争导向定价法,即跟随市场价格定价,并以产品差异化取得竞争优势;高档产品采取撇脂定价法,即高价政策,获取高额利润;增强中低端产品的价格弹性;高端产品对经销商适当让利。第三,渠道策略:开拓代理商渠道,代理中低端产品;开拓经销商渠道,经销高档产品;以距离经销商、代理商较近和销售业绩量情况为原则,设置LY公司的办事处;经销商、代理商渠道建设地域,应以二线城市为主,且按照二线城市经济实力高低顺序开拓业务。第四,促销策略:价格促销、微信营销、多种媒体广告宣传、品牌活动。
[Abstract]:LY is a small enterprise engaged in researching, developing and manufacturing intelligent IP security camera products. There are many patents in IP camera technology, image processing, storage and system integration. The company in the market demand, human resources, technological innovation have certain advantages. However, in the face of the market saturation of the public security system and the existing business field, the marketing strategy restricts the development of the company. Based on the analysis of the basic situation and marketing situation of LY Company, this paper finds that the main marketing problems of LY Company are: single product variety, narrow business field, high demand for raw material quality, rigid pricing mode and single pricing method. Only direct marketing channels, no distribution channels; promotional efforts are not strong, promotion business scope is narrow. The product target market of LY is the public security field, transportation field, medium and large public transport company, medium and large rental company of the second tier city. The market orientation is to distinguish the product grade according to the market demand, and gradually diversify and differentiate the product. The 4P marketing strategy of LY IP camera is as follows: first, the product strategy optimization scheme: optimize the software system, Reduce product high stability requirements; Refine the requirements of the public security system, ensure the diversification of products, divide the grade of products according to the hardware performance, only need to solve the problem of compatibility of hardware and software, develop the field of civil use; Focus only on the development of new products, using hardware to distinguish grades, improve the speed of new product development. Second, pricing strategy: middle and low grade products adopt competition oriented pricing method, that is, follow the market price pricing, and obtain competitive advantage by product differentiation, high grade products adopt skimming pricing method, that is, high price policy, to obtain high profits; To enhance the price elasticity of low-end products; high-end products to the dealer appropriate profit. Third, channel strategy: open up agent channel, agent middle and low end products, open up dealer channel, distribute high grade products, set up office of LY company based on the principle of distance to dealer, agent close and sales performance quantity; Dealers, agents channel construction region, should be based on the second-line cities, and according to the economic strength of the second-tier cities in order to develop business. Fourth, promotion strategy: price promotion, WeChat marketing, multiple media advertising, brand activities.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6
本文编号：2418895
[Abstract]:LY is a small enterprise engaged in researching, developing and manufacturing intelligent IP security camera products. There are many patents in IP camera technology, image processing, storage and system integration. The company in the market demand, human resources, technological innovation have certain advantages. However, in the face of the market saturation of the public security system and the existing business field, the marketing strategy restricts the development of the company. Based on the analysis of the basic situation and marketing situation of LY Company, this paper finds that the main marketing problems of LY Company are: single product variety, narrow business field, high demand for raw material quality, rigid pricing mode and single pricing method. Only direct marketing channels, no distribution channels; promotional efforts are not strong, promotion business scope is narrow. The product target market of LY is the public security field, transportation field, medium and large public transport company, medium and large rental company of the second tier city. The market orientation is to distinguish the product grade according to the market demand, and gradually diversify and differentiate the product. The 4P marketing strategy of LY IP camera is as follows: first, the product strategy optimization scheme: optimize the software system, Reduce product high stability requirements; Refine the requirements of the public security system, ensure the diversification of products, divide the grade of products according to the hardware performance, only need to solve the problem of compatibility of hardware and software, develop the field of civil use; Focus only on the development of new products, using hardware to distinguish grades, improve the speed of new product development. Second, pricing strategy: middle and low grade products adopt competition oriented pricing method, that is, follow the market price pricing, and obtain competitive advantage by product differentiation, high grade products adopt skimming pricing method, that is, high price policy, to obtain high profits; To enhance the price elasticity of low-end products; high-end products to the dealer appropriate profit. Third, channel strategy: open up agent channel, agent middle and low end products, open up dealer channel, distribute high grade products, set up office of LY company based on the principle of distance to dealer, agent close and sales performance quantity; Dealers, agents channel construction region, should be based on the second-line cities, and according to the economic strength of the second-tier cities in order to develop business. Fourth, promotion strategy: price promotion, WeChat marketing, multiple media advertising, brand activities.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6
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