紫光物联智能家居营销方案设计

发布时间：2018-04-08 13:31

本文选题：智能家居　切入点：营销环境　出处：《郑州大学》2013年硕士论文

【摘要】：近年来,随着国家调结构、促转型、振兴新兴产业的宏观战略的大力实施,物联网作为七大新兴产业之一,迎来了前所未有的发展良机。智能家居是物联网的一个细分行业,在智慧城市、智慧社区、智慧家庭新兴理念的助推下,必将迎来一个爆炸式的发展期。紫光物联作为中国智能家居行业的领先者之一,势必在这次难得的发展机遇中得以快速成长。但由于该公司对市场营销推广重视不够,缺少一套完整的营销方案,导致了公司的产品一直未能全面打开智能家居市场。究其深层原因,一方面是由于前期市场的不成熟,另一方面是由于智能家居产品的营销战略和营销策略设计不当。紫光物联公司如果想成为智能家居的“领头羊”,就必须制订一套完整有效的营销战略和营销策略,努力塑造自己的品牌形象,打造有社会影响力的品牌形象,为企业的可持续发展谋篇布局。本文从智能家居作为物联网、移动互联网、低碳环保等时尚概念的特点出发,通过对智能家居行业的营销环境分析,以及对紫光物联智能家居的SWOT分析和STP分析,从产品、价格、渠道、促销、服务五个方面制订了一套完整有效可行的营销策略,从而形成一个系统的营销方案。这个方案为紫光物联公司进一步打开智能家居市场,扩大消费群,从而获取高额利润提供了重要的帮助,同时也为其他企业进行产品营销提供了有益借鉴。
[Abstract]:In recent years, with the implementation of macro-strategy of national restructuring, promoting transformation and revitalizing emerging industries, the Internet of things, as one of the seven emerging industries, has ushered in an unprecedented opportunity for development.Smart home is a subdivision of the Internet of things. With the help of the new concept of intelligent city, intelligent community and intelligent family, it will usher in an explosive development period.As one of the leaders in China's smart home industry, Ziguang is bound to grow rapidly in this rare opportunity.However, due to the lack of attention to marketing promotion and lack of a complete marketing plan, the company's products have been unable to fully open the smart home market.On the one hand, it is due to the immature market, on the other hand, it is due to the improper design of marketing strategy and marketing strategy of smart home products.If the company wants to become the "leader" of smart home, it must formulate a set of complete and effective marketing strategy and marketing strategy, and strive to shape its own brand image and create a brand image with social influence.For the sustainable development of enterprises to seek the layout.Based on the characteristics of smart home as Internet of things, mobile Internet, low carbon environmental protection and other fashion concepts, this paper analyzes the marketing environment of smart home industry, as well as the SWOT analysis and STP analysis of Ziguang couplet smart home.The five aspects of price, channel, promotion and service have formulated a set of effective and feasible marketing strategies, thus forming a systematic marketing scheme.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F274

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