高端型安防行业中国市场营销渠道策略研究

发布时间：2018-02-25 15:50

本文关键词： 安防行业高端型安防行业营销渠道管理渠道策略　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速发展和社会化进程的加快,各国政府对维护社会稳定,推进和谐社会建设的重视程度日益加深；企业和民众安全意识逐步增强,对人身和财产安全的要求也逐渐提升,这直接刺激了中国安防行业的快速发展；此外国内外重大赛事、综合活动在中国的举办也为中国安防市场的发展注入了鲜活的动力。目前中国的安防市场作为一个新型行业,正处在快速发展时期,产业规模不断扩大,市场秩序逐步稳定,但由于核心技术能力不强,中国本土安防企业综合实力不够突出,自主研发的安防产品市场份额还不够强大。跨国集团由于具备领先的技术水平、丰富的产品线和较高的知名度而牢牢占据中国市场,进一步加剧了中国安防行业的市场竞争。在激烈竞争的市场环境下,渠道已经成为越来越稀缺的资源。在快速消费品市场中,货架资源成为竞争者们主要的争夺目标。企业可以通过广告等营销活动提升自身的影响力,以拉动的方式吸引消费者购买。相对于其他快速消费品行业,安防行业注定将更多的竞争手段通过渠道得以实施。“营销为本,渠道为王”这句话充分的体现了渠道对安防行业的重要性,企业更加需要注重对渠道的建设和管理。本文首先梳理了营销渠道管理相关的理论知识和国内外当前研究现状,然后对中国安防行业尤其是高端安防行业的市场现状进行了阐述。运用PEST分析模型对中国安防行业所面临的国内外发展环境进行了深入分析,运用波特五力模型分析了安防行业的竞争结构,并对中国高端安防行业渠道建设的现状、存在问题及未来发展方向进行了概述。在此基础上,本文从渠道建设、渠道控制、渠道冲突管理和渠道整合四个方面制定了中国安防行业的渠道管理策略,并制定了一系列措施保障策略的运营实施。最后对本文进行总结和展望。
[Abstract]:With the rapid development of China's economy and the acceleration of the process of socialization, the governments of various countries are paying more and more attention to maintaining social stability and promoting the construction of a harmonious society. The requirements for personal and property safety are also gradually raised, which directly stimulates the rapid development of the security industry in China. In addition, the holding of major domestic and foreign events and the holding of comprehensive activities in China also inject fresh impetus into the development of China's security market. At present, as a new type of industry, China's security market is in a period of rapid development. The scale of the industry is constantly expanding and the market order is gradually stable. However, due to the lack of strong core technical capabilities, the comprehensive strength of the local security and defense enterprises in China is not prominent enough. The market share of self-developed security products is not strong enough. Multinational groups, with their leading technology, rich product lines and high visibility, have firmly occupied the Chinese market, further intensifying the market competition in China's security industry. In a highly competitive market environment, channels have become increasingly scarce resources. In the FMCG market, Shelf resources are the main competition target for competitors. Companies can increase their influence through marketing activities such as advertising, and attract consumers to buy in a pull way. Compared with other fast moving consumer goods industries, Security industry is destined to implement more competitive means through channels. "Marketing is the basis, channel is king" this sentence fully reflects the importance of channels to the security industry, enterprises need to pay more attention to the construction and management of channels. This paper firstly combs the relevant theoretical knowledge of marketing channel management and the current research situation at home and abroad. Then, the market situation of China's security industry, especially high-end security industry, is expounded. The domestic and foreign development environment of China's security industry is deeply analyzed by using PEST analysis model. This paper analyzes the competitive structure of the security industry by using Porter's five-force model, and summarizes the current situation, existing problems and future development direction of the channel construction in China's high-end security industry. Four aspects of channel conflict management and channel integration make the channel management strategy of China's security and defense industry, and a series of measures to ensure the implementation of the strategy. Finally, this paper is summarized and prospected.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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