波创智能家居营销策略

发布时间：2018-05-31 18:55

本文选题：智能家居 + 4P营销理论　；参考：《哈尔滨理工大学》2014年硕士论文

【摘要】：智能家居是家居行业发展的重要方向之一，对于家居行业的发展具有重要的推动作用。智能家居系统在欧洲和美国近二十年的发展历程中，它的工业设计和系统设计已经成熟，拥有成熟的技术标准，产品标准和产品认证模式。然而，中国的智能家居起步较晚，直到2005年在国内才刚刚兴起。随着房地产行业在中国的飞速发展，大量的高端住宅项目出现，智能家居得到了快速发展。在一方面，新的高端住宅项目的设计，介绍智能家居并且引进智能家居系统作为住宅配套设施进行促销，在另一方面，许多国外智能家居专业厂商快速占领国内市场的同时，中国内地的许多智能家居系统产品的生产厂商也得到了养分加以快速成长。波创智能家居就是在这样的背景下率先进入了智能家居行业，通过多年的发展，已经成为国内行业的领导品牌。本文以杰罗姆·麦卡锡于1960年在其《基础营销》一书中提出的4P营销理论为基础，以波创智能家居营销计划作为研究对象，结合波创智能家居系统所处的背景环境，分析波创智能家居在行业里所处的竞争优势及劣势，筹划及制定了相关的营销策略组合，分别从产品、价格、渠道、促销以及服务五个方面提出了企业营销方案与改进思路。本文最后提出了保障这些营销策略的实施建议，这不仅可以指导公司的发展和实现营销目标，，并且对于控制智能家居行业成长均有重要的参考的价值和借鉴意义。
[Abstract]:Smart home is one of the most important directions in the development of home industry, which plays an important role in promoting the development of home industry. In the past twenty years of development of smart home system in Europe and the United States, its industrial design and system design have matured, with mature technical standards, product standards and product certification models. However, China's smart home started relatively late, until 2005 in the country has just started. With the rapid development of real estate industry in China, a large number of high-end housing projects, smart home has been rapid development. On the one hand, the design of new high-end residential projects, the introduction of smart home and the introduction of smart home system as a residential supporting facilities to promote, on the other hand, many foreign smart home professional manufacturers quickly occupied the domestic market at the same time, Many manufacturers of smart home system products in mainland China have also gained nutrients for rapid growth. Bo Chong smart home is in this context the first to enter the smart home industry, through the development of many years, has become the leading brand in the domestic industry. Based on the 4P marketing theory put forward by Jerome McCarthy in his book "basic Marketing" in 1960, this paper takes the marketing plan of Bertrand's Smart Home as the research object, and combines the background environment of Pochon Smart Home system. This paper analyzes the competitive advantages and disadvantages of Bochong Smart Home in the industry, plans and formulates the related marketing strategy combination, and puts forward the enterprise marketing plan and improvement thinking from five aspects of product, price, channel, promotion and service respectively. At the end of this paper, some suggestions are put forward to ensure the implementation of these marketing strategies, which can not only guide the development of the company and achieve the marketing goals, but also have important reference value and significance for controlling the growth of the smart home industry.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

【参考文献】