泰科公司安防产品中国市场的营销策略研究
发布时间：2018-12-14 04:20
【摘要】：随着人们生活水平的提高,家庭财产的增多,严峻的入室盗窃犯罪形式导致了中国家庭安防市场的升温。家庭安防市场在国外是个成熟的市场,据统计,70%的家庭用户安装了家庭防盗报警系统。但这个行业在中国是个新兴的蓝海市场,随着家庭安防市场的升温,国内的一些中小企业也开始向家庭安防市场渗透,并相继开发了一些针对家庭使用的安防产品。泰科公司是全球领先的电子安防和防盗报警服务供应商,占据了家庭安防市场最大的市场份额,是家庭安防市场的领导者,已经在家庭安防领域的市场已经形成了一定的竞争力和知名度。针对当前的市场竞争环境,制定公司的营销组合策略,如何提高公司的市场营销能力,对加快公司业务发展具有重要的意义。本论文将通过运用PEST宏观环境分析法、波特五力竞争环境分析法及SWOT分析法来对泰科公司进行外内部环境分析,同时运用STP分析法对公司细分市场、目标市场和市场定位进行分析,进而制定出公司家庭安防业务的营销组合策略：产品组合策略、渠道策略、促销策略和价格策略。
[Abstract]:With the improvement of people's living standard, the increase of family property, and the severe crime of burglary, the domestic security market in China has been heated up. Home security market is a mature market abroad. According to statistics, 70% of home users have installed home security alarm system. But this industry is a new blue sea market in China. As the home security market heats up, some small and medium-sized enterprises in China have begun to infiltrate into the home security market, and have developed some security products for home use one after another. Tyco is the world's leading electronic security and burglar alarm service providers, occupying the largest market share of the home security market, is the home security market leader, Has been in the field of home security in the market has formed a certain degree of competitiveness and popularity. In view of the current market competition environment, it is of great significance to make the company's marketing combination strategy and how to improve the company's marketing ability to speed up the development of the company's business. This paper will use PEST macro environment analysis method, Porter five forces competitive environment analysis method and SWOT analysis method to analyze the external and internal environment of Tyco Company. At the same time, STP analysis method will be used to segment the market of the company. The target market and market positioning are analyzed, and then the marketing mix strategy of the company's family security business is worked out: product combination strategy, channel strategy, promotion strategy and price strategy.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.6
本文编号：2377911
[Abstract]:With the improvement of people's living standard, the increase of family property, and the severe crime of burglary, the domestic security market in China has been heated up. Home security market is a mature market abroad. According to statistics, 70% of home users have installed home security alarm system. But this industry is a new blue sea market in China. As the home security market heats up, some small and medium-sized enterprises in China have begun to infiltrate into the home security market, and have developed some security products for home use one after another. Tyco is the world's leading electronic security and burglar alarm service providers, occupying the largest market share of the home security market, is the home security market leader, Has been in the field of home security in the market has formed a certain degree of competitiveness and popularity. In view of the current market competition environment, it is of great significance to make the company's marketing combination strategy and how to improve the company's marketing ability to speed up the development of the company's business. This paper will use PEST macro environment analysis method, Porter five forces competitive environment analysis method and SWOT analysis method to analyze the external and internal environment of Tyco Company. At the same time, STP analysis method will be used to segment the market of the company. The target market and market positioning are analyzed, and then the marketing mix strategy of the company's family security business is worked out: product combination strategy, channel strategy, promotion strategy and price strategy.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.6
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