WKP公司市场营销策略研究

发布时间：2018-02-02 16:01

本文关键词： 竞争车载监控市场分析营销策略　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国社会发展的高速增长,汽车产业中无论是普通民用车辆、运输车辆、特种车辆等,其保有量是连年的快速增长,而于此同时车辆的安全管理、安全监督的应用需求也随之产生,由此车载监控系统的各种产品获得了巨大的市场机会,大规模的使用使得车载监控系统得到了爆发性的增长。目前国内同类市场上已有海康威视、大华、锐明等数家大型国际厂商及国内上市公司在这个市场上经营了数年,已经形成了一套完善的营销策略。WKP公司是ORN集团下的一家全资子公司,成立于2007年,研发、生产、销售视频监控、图像及信号处理、车载DVR以及平台软件。短短的几年时间,通过各种合作模式,WKP公司在全球建立了一些分销合作体系,拥有了一定的客户基础。WKP产品涵盖公交客运系统、金融押运、公安系统、物流企业、旅游公司、驾驶学校等20多个单位类别。本文以WKP公司为研究对象,结合车载监控行业业务发展现状和特点,对WKP公司营销环境进行识别并定位,首先运用了PEST分析法和竞争对手情况分析了WKP公司的外部环境;接着对WKP公司内部环境用SWOT进行分析,并对公司内部各部门对营销产生的影响做了分析,提出问题,解决问题;最后运用STP战略分析,分析WKP公司的细分市场,并找到目标市场,进行定位。通过以上的研究分析,笔者给WKP公司提出一系列营销策略:包括确定目标市场;优化管理流程,增加产品工程这一沟通环节,加强内部培训,增强企业竞争力;在绩效考核制度上创新,将现有的渠道营销模式改为直营营销模式。从而解决了WKP公司存在的几个关键问题:“沟通不顺”、“激励政策不起作用”、“新产品不适应市场需求”;通过市场细分,找出WKP公司的目标市场,将营销策略进行创新,提高产品市场占有率,让WKP公司渡过发展瓶颈。本论文创新之处在于:发现现有的中小企业经常出现效率不高,客户满意度低,市场占有率不高等问题,这些都是在创业初期因为管理不善而遗留下了种种不利于企业法发展的阻碍,本文也为了扫清这些障碍做了一些调查工作,对公司管理的漏洞进行了补救,也给出了营销策略方面的建议。希望本文所研究的营销策略,为我国智能交通车载监控行业的发展提供一些借鉴和参考。
[Abstract]:With the rapid growth of China's social development, the automobile industry, whether ordinary civilian vehicles, transport vehicles, special vehicles, its ownership is a rapid growth of years, and at the same time, the safety management of vehicles. The application requirements of safety supervision also come into being, thus the various products of the vehicle monitoring system get a huge market opportunity. The large-scale use of vehicle monitoring system has been explosive growth. At present, the same domestic market has Haekangwei, Dahua. Ruiming and other large international manufacturers and domestic listed companies have been operating in this market for several years, has formed a set of perfect marketing strategy. WKP is a wholly owned subsidiary of ORN Group. Founded in 2007, R & D, production, sales of video surveillance, image and signal processing, on-board DVR and platform software. A short period of time, through various modes of cooperation. WKP has established a number of distribution cooperation systems in the world, with a certain customer base. WKP products include bus passenger transport system, financial escort, public security system, logistics enterprises, tourism companies. Driving school and other more than 20 unit categories. This paper takes WKP Company as the research object, combined with the current situation and characteristics of vehicle monitoring industry business development, to identify and locate the marketing environment of WKP Company. Firstly, the external environment of WKP company is analyzed by using PEST analysis method and competitors' situation. Secondly, it analyzes the internal environment of WKP Company with SWOT, and analyzes the influence of each department on marketing, puts forward the problem and solves the problem. Finally, using STP strategy analysis, analyze the subdivision market of WKP company, and find the target market, position. Through the above research and analysis. The author puts forward a series of marketing strategies to WKP Company, including determining the target market; Optimize the management process, increase the communication link of product engineering, strengthen internal training, enhance the competitiveness of enterprises; Innovating in the performance appraisal system, changing the existing channel marketing mode to direct marketing mode, thus solving several key problems of WKP company: "communication is not smooth", "incentive policy does not play a role". "the new product does not meet the needs of the market"; Through the market segmentation, find out the target market of WKP company, innovate the marketing strategy, improve the market share of the product. The innovation of this paper is to find that the existing SMEs often appear problems such as low efficiency, low customer satisfaction, low market share and so on. These are in the early business because of mismanagement left behind a variety of obstacles to the development of enterprise law, this paper also in order to clear these obstacles to do some investigation work, the company management loopholes were remedied. This paper also gives some suggestions on marketing strategy. I hope that the marketing strategy studied in this paper can provide some reference for the development of intelligent transportation vehicle monitoring industry in China.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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