T公司安防监控镜头在华市场营销战略研究

发布时间：2018-04-12 15:00

本文选题：营销战略 + 安防监控　；参考：《北京化工大学》2015年硕士论文

【摘要】：最近几年,中国的安防监控行业高速发展,行业年增长率基本维持在20%,2015年行业总产值预计会达到5000亿元。目前,整个安防行业还面临从模拟视频监控向数字高清监控的产业升级和转型,安防监控企业面临着巨大的发展机会和市场挑战。科学合理的市场营销战略将是企业抢占市场,获得成功的关键因素。本文基于对市场营销、战略管理的理解,广泛参阅国内外市场营销著作,结合MBA专业所学和自身的行业经验和销售工作经验,以T公司的安防监控镜头营销策略为例,研究其如何建立本地化市场营销战略,如何根据市场变化调整其影响战略。本文通过运用PEST、SWOT、STP等分析工具,研究了企业所处的外部环境、企业自身的优劣势、存在的机会及挑战,明确了企业的目标细分市场和市场定位,建立了具体的战略组合。最后,本文阐述了营销战略的实施和调整。本文通过对T公司营销策略的研究,对国内其他安防企业制定营销战略有一定的借鉴作用,也给其他跨国公司如何在华实现本地化有一定的启示作用。
[Abstract]:In recent years, China's security surveillance industry has developed at a high speed, with an annual growth rate of 20 percent, and the industry's gross output value is expected to reach 500 billion yuan in 2015.At present, the whole security industry is facing the upgrading and transformation from analog video surveillance to digital high-definition surveillance, and the security surveillance enterprises are facing enormous development opportunities and market challenges.Scientific and reasonable marketing strategy will be the key factor for enterprises to seize the market and obtain success.Based on the understanding of marketing and strategic management, this paper widely refers to the domestic and foreign marketing works, combining with MBA major and its own industry experience and sales experience, taking T company's security surveillance lens marketing strategy as an example.How to establish localization marketing strategy and how to adjust its influence strategy according to market changes are studied.In this paper, the external environment, advantages and disadvantages, opportunities and challenges of the enterprise are studied by using the analysis tools such as pest / SWOTO / STP, and the target subdivision market and market positioning of the enterprise are defined, and the concrete strategic combination is established.Finally, this article elaborated the marketing strategy implementation and the adjustment.Through the research of T company's marketing strategy, this paper has some reference function for other domestic security enterprises to formulate marketing strategy, and also has certain enlightenment function to other multinational corporations how to realize localization in China.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.63;F274

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