ZY公司安防产品市场营销存在的问题与对策研究

发布时间：2018-04-01 05:34

本文选题：ZY公司　切入点：安防产品　出处：《华中师范大学》2013年硕士论文

【摘要】：ZY公司作为国内领先的专业视频监控产品及解决方案供应商,经过八年的经营运作已经成功的树立了良好的企业形象和较高的品牌知名度。随着全国安防产业需求的不断发展壮大,在激烈的市场竞争环境下,作为市场一线品牌解决方案提供商,必须不断的维护品牌优势、稳固产品和解决方案先进性、拓展渠道合作氛围、提升用户满意度、打造精英团队。才能更好的确保在完成公司销售目标的前提下为公司“成为全球视频监控领域的领导者”的愿景目标服务,同时能够确保不断超越,矢志不渝的为客户创造价值,赢得区域市场的可持续发展。本文以浙江ZY公司为研究对象,通过对市场营销理论的理解和分析研究,结合人力资源理论分析ZY公司所处市场背景、目前现状、战略定位、存在问题、营销策略等方面。基于市场营销理论对ZY公司的优劣势以及市场经营中产生的问题进行深入分析,针对问题寻找解决方案,并提出适合ZY公司市场营销发展的营销策略。并提出营销策略实施的步骤、风险及保障,积极探索一条适合ZY公司的市场营销之路。
[Abstract]:ZY is a leading supplier of professional video surveillance products and solutions in China. After eight years of operation and operation, we have successfully established a good corporate image and a higher brand reputation. With the continuous development of the national security industry demand, in the fierce market competition environment, As a first-line brand solution provider in the market, we must constantly maintain brand advantages, stabilize the advanced nature of products and solutions, expand the channel cooperation atmosphere, and enhance customer satisfaction. Build an elite team to better ensure that the company's vision of "becoming a global leader in video surveillance" serves the company's vision goal of "becoming a global leader in video surveillance" while at the same time ensuring that it continues to go beyond its sales targets. Unswervingly create value for customers and win the sustainable development of regional market. This article takes Zhejiang ZY Company as the research object, through the understanding and the analysis research to the marketing theory, unifies the human resources theory to analyze ZY company's market background, the present situation, the strategic orientation, the existence question, Based on the marketing theory, the advantages and disadvantages of ZY Company and the problems arising in the market operation are analyzed in depth, and the solution to the problem is found. It also puts forward the marketing strategy suitable for the development of ZY company, and puts forward the steps, risks and guarantees of the implementation of the marketing strategy, and actively explores a marketing road suitable for ZY company.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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