基于智慧安防的SST公司营销战略研究

发布时间：2018-11-27 13:47

【摘要】：SST公司作为国际安防品牌中主要的安防产品提供商之一，经过10多年的发展和运营，在安防行业的国际舞台上拥有一定的地位，在国内安防行业中也拥有良好的业界口碑，跻身于国内安防的一流品牌行列。随着网络信息技术的飞速发展，安防产业技术也飞速发展，安防市场的空前巨大，国内外品牌都在争相竞争，在激烈的市场竞争中，公司需要拥有优秀的品牌、优质的产品、完善的销售渠道和良好的售后服务，才能在竞争中获得更大的市场份额并且具有可持续性的发展策略。本文首先分析了目前国内外的经济环境和市场行情，分析了国内市场对安防的需求。运用了4P原理、STP分析和SWOT优劣态势分析等方法，对SST公司的现况和未来发展趋势进行动态分析。通过结合实际工作和安防行业的市场行情，针对SST公司的市场定位、产品价格、销售渠道和各项服务等方面进行分析和研究。先从理论分析，然后从一般到特殊，即从普通安防企业的情况到SST公司有针对性的营销策略的分析研究与应对措施。分析外部环境的良好机会和潜在威胁进行总结，又联系SST公司的自身的优劣势，研究得到针对SST公司的营销战略分析报告。公司虽然在不断的发展壮大，，以世界500强企业集团为背景，但在某些方面还是存在一定的不利企业发展的问题，进行分析总结。提升企业的管理能力和营销能力，在激烈的市场竞争中，是企业能够获得更大的市场占有率并能够进行可持续发展。通过本文的研究，希望能够使SST公司在营销方面的市场定位的准确性、市场价格定价的合理性以及研发产品种类的调节性等方面得到一定的积极改善。争取在竞争中获得更多的利益，提高SST公司在安防市场中的占有率。另外，也可以给其他安防企业起到借鉴的作用。
[Abstract]:As one of the main security product providers in the international security brand, SST has a certain position in the international stage of the security industry after more than 10 years of development and operation, and also has a good reputation in the domestic security industry. In the domestic security of the first-class brand ranks. With the rapid development of network information technology and the rapid development of security industry technology, the security market is unprecedented huge, and domestic and foreign brands are competing for each other. In the fierce market competition, the company needs to have excellent brands and high-quality products. Perfect sales channels and good after-sales service, in order to obtain a greater market share in the competition and sustainable development strategy. This paper first analyzes the current domestic and foreign economic environment and market situation, analyzes the domestic market for security requirements. By using 4p principle, STP analysis and SWOT situation analysis, this paper makes a dynamic analysis of the present situation and future development trend of SST Company. Through the combination of practical work and the market situation of security industry, the market positioning, product price, sales channel and various services of SST Company are analyzed and studied. First from the theoretical analysis, then from the general to the special, that is, from the general security enterprises to the SST company targeted marketing strategy analysis and research and countermeasures. By analyzing the good opportunities and potential threats of the external environment and connecting with the advantages and disadvantages of SST Company, the paper obtains the marketing strategy analysis report for SST Company. Although the company continues to grow and grow, with the world's top 500 enterprise group as the background, but in some aspects there are still some unfavorable problems in the development of enterprises, analysis and summary. To improve the management and marketing ability of enterprises, in the fierce market competition, enterprises can obtain a greater market share and be able to carry on sustainable development. Through the research of this paper, it is hoped that the accuracy of marketing positioning, the rationality of market price pricing and the adjustment of R & D products can be improved by SST Company. Strive to gain more benefits in the competition and increase SST's share in the security market. In addition, can also give other security enterprises to play a reference role.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

【共引文献】