【摘要】：隨著工業(yè)4.0概念被越來(lái)越多的國(guó)家所接受,美國(guó)、德國(guó)相繼提出了推動(dòng)制造業(yè)升級(jí)的具體思路及規(guī)劃方案,在此背景下,中國(guó)的安防產(chǎn)業(yè)也在不斷的創(chuàng)新中開(kāi)拓新的產(chǎn)品,智能安防產(chǎn)品應(yīng)運(yùn)而生。作為小區(qū)管理最核心的科技載體之一,積極推廣智能安防門禁產(chǎn)品的市場(chǎng)應(yīng)用可以有效改善小區(qū)治安,促進(jìn)社會(huì)和諧。盡管從理論視角來(lái)看,智能安防門禁產(chǎn)品的功能種類比較齊全,然而在實(shí)際應(yīng)用中,針對(duì)不同的目標(biāo)客戶群體,產(chǎn)品的功能定位并不相同。本文以A公司為研究對(duì)象,該公司擁有自己的生產(chǎn)線,具備一定的生產(chǎn)能力,主營(yíng)業(yè)務(wù)范圍廣泛,其中智能安防門禁產(chǎn)品只是其生產(chǎn)的產(chǎn)品之一,目前該產(chǎn)品已被應(yīng)用于福州市內(nèi)的10個(gè)小區(qū),然而在使用中,有些用戶抱怨公司提供的產(chǎn)品與用戶對(duì)產(chǎn)品功能的實(shí)際需求之間還存在差距,基于此,本文本文嘗試依據(jù)產(chǎn)品定位策略理論,首先找出目前市場(chǎng)普遍認(rèn)可的智能安防門禁產(chǎn)品的各項(xiàng)功能指標(biāo),接著就用戶對(duì)A公司智能安防門禁產(chǎn)品提供的這些各項(xiàng)功能指標(biāo)的滿意度進(jìn)行調(diào)查,以發(fā)現(xiàn)哪些功能需要提升,哪些功能只需保持,哪些功能可以降低,根據(jù)這些來(lái)重新定位A公司智能安防門禁產(chǎn)品。并為A公司該產(chǎn)品市場(chǎng)份額的擴(kuò)大及產(chǎn)品利潤(rùn)的提高提供相關(guān)政策建議。因此,本文的研究具有較強(qiáng)的理論意義和實(shí)際意義。首先為了對(duì)A公司智能安防門禁產(chǎn)品進(jìn)行正確的定位,本文首先通過(guò)查找文獻(xiàn)及專家調(diào)查,將智能門禁產(chǎn)品從安全性、便利性和可管理性三大類功能方面細(xì)分為16項(xiàng)功能指標(biāo);其次,基于用戶使用A公司智能安防門禁產(chǎn)品各項(xiàng)指標(biāo)重要性-滿意度的問(wèn)卷調(diào)查數(shù)據(jù),運(yùn)用IPA分析方法和多元線性回歸法進(jìn)行實(shí)證分析,了解用戶對(duì)目前A公司所提供門禁產(chǎn)品指標(biāo)的滿意度以及對(duì)這些指標(biāo)重要性的認(rèn)知度。重點(diǎn)了解用戶認(rèn)為很重要,但是實(shí)際感知評(píng)價(jià)比較低的產(chǎn)品功能。通過(guò)實(shí)證結(jié)果來(lái)進(jìn)行A公司智能安防門禁產(chǎn)品的定位。即:加強(qiáng)"可高頻使用"、"個(gè)人信息不泄密"和"售后服務(wù)質(zhì)量"等功能;同時(shí)A公司必須通過(guò)強(qiáng)化升級(jí)相關(guān)安全的功能;繼續(xù)重視安全性的功能;刪除用戶不需要的功能;針對(duì)不同性別、消費(fèi)者制定產(chǎn)品設(shè)計(jì)等路徑來(lái)實(shí)現(xiàn)智能安防門禁產(chǎn)品的定位。本文的研究的可能的創(chuàng)新之處在于:一是內(nèi)容創(chuàng)新,智能安防門禁行業(yè)屬于朝陽(yáng)行業(yè),研究的人并不多;二是實(shí)證分析方法的使用上創(chuàng)新,本文結(jié)合IPA分析方法和多元線性回歸法來(lái)分析產(chǎn)品定位,在公開(kāi)發(fā)表的文獻(xiàn)中暫時(shí)沒(méi)有。
[Abstract]:As the concept of industry 4.0 has been accepted by more and more countries, the United States and Germany have put forward specific ideas and planning plans to promote the upgrading of manufacturing industries. In this context, China's security and defense industries are also developing new products through continuous innovation. Intelligent security products came into being. As one of the core scientific and technological carriers of community management, actively promoting the market application of intelligent security access control products can effectively improve public security and promote social harmony. Although from the perspective of theory, the functions of intelligent security access control products are quite complete, however, in practical applications, the functional positioning of the products is not the same for different target customer groups. This paper takes A Company as the research object, the company has its own production line, has certain production capacity, the main business scope is widespread, among them the intelligent security guard entrance guard product is only one of its production products. At present, the product has been used in 10 residential areas in Fuzhou City. However, in use, some users complain that there is still a gap between the products provided by the company and the actual demand for the functions of the products. Based on the theory of product positioning strategy, this paper first tries to find out the function indexes of intelligent security access control products which are generally recognized in the market at present. Then, through a survey of the satisfaction of the users with these functional indicators provided by the intelligent security access control products of Company A, we find out which functions need to be improved, which functions need to be maintained, and which functions can be reduced. According to these to reposition A company intelligent security access control products. It also provides relevant policy suggestions for the expansion of market share and the increase of product profit of A Company. Therefore, the study of this paper has strong theoretical and practical significance. First of all, in order to locate the intelligent security entrance control products of company A, this paper subdivides the intelligent access control products into 16 functional indexes from three categories: safety, convenience and manageability by looking up the literature and investigating the experts. Secondly, based on the questionnaire data of the importance and satisfaction degree of the intelligent security entrance control products of company A, we use the IPA analysis method and the multiple linear regression method to carry on the empirical analysis. To understand the customer satisfaction with the current A company's access control product indicators and the importance of these indicators. Focus on what users think is important, but the actual perception of the product function is relatively low. Through the empirical results to carry out the A company intelligent security access control products positioning. Such functions as "high frequency use", "no leakage of personal information" and "quality of after-sales service" should be strengthened. At the same time, company A must strengthen the function of upgrading related security, continue to attach importance to the function of security, delete the function that users do not need. According to the different gender, the consumer formulates the product design and so on path to realize the intelligent security guard entrance guard product localization. The possible innovations of this study are: first, content innovation, intelligent security industry belongs to the sunrise industry, the research is not many; The second is the innovation in the use of empirical analysis method. This paper combines the IPA analysis method and the multiple linear regression method to analyze the product positioning, which has not been found in the published literature for the time being.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.6

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本文編號(hào)：2360610