【摘要】：LY公司一家從事研究、開(kāi)發(fā)和制造智能IP安防攝像科技產(chǎn)品的小型企業(yè).在IP攝像技術(shù),圖像處理,存儲(chǔ)和系統(tǒng)集成方面有多項(xiàng)專利,主要市場(chǎng)是公安系統(tǒng)--天網(wǎng)補(bǔ)盲。公司在市場(chǎng)需求、人才資源、技術(shù)創(chuàng)新上都有一定的優(yōu)勢(shì)。但面對(duì)公安系統(tǒng)市場(chǎng)逐漸飽和,且現(xiàn)有的業(yè)務(wù)領(lǐng)域、營(yíng)銷策略限制了公司規(guī)模的發(fā)展。通過(guò)對(duì)LY公司基本情況和營(yíng)銷現(xiàn)狀的分析,本文發(fā)現(xiàn)該公司主要的營(yíng)銷問(wèn)題在于:產(chǎn)品品種單一;業(yè)務(wù)領(lǐng)域狹窄;產(chǎn)品對(duì)原材料質(zhì)量要求高;定價(jià)方式剛性、單一;僅有直銷渠道,沒(méi)有分銷渠道;促銷力度不強(qiáng),促銷業(yè)務(wù)領(lǐng)域范圍狹窄。本文確定的LY公司產(chǎn)品目標(biāo)市場(chǎng)是二線城市的公安領(lǐng)域、交通領(lǐng)域、中大型公交公司、中大型出租公司;市場(chǎng)定位為根據(jù)市場(chǎng)需求區(qū)分產(chǎn)品檔次,并逐漸予以產(chǎn)品多樣化、差異化。LY公司IP攝像機(jī)的4P營(yíng)銷策略如下:第一,產(chǎn)品策略優(yōu)化方案:優(yōu)化軟件系統(tǒng),降低產(chǎn)品高穩(wěn)定性要求;細(xì)化公安系統(tǒng)需求,保證產(chǎn)品多樣化;按硬件性能劃分產(chǎn)品檔次,只需要解決硬軟件兼容問(wèn)題;開(kāi)發(fā)民用領(lǐng)域;僅集中精力進(jìn)行新品開(kāi)發(fā)上,用硬件區(qū)分檔次,提高新品開(kāi)發(fā)速度。第二,定價(jià)策略:中低檔產(chǎn)品采取競(jìng)爭(zhēng)導(dǎo)向定價(jià)法,即跟隨市場(chǎng)價(jià)格定價(jià),并以產(chǎn)品差異化取得競(jìng)爭(zhēng)優(yōu)勢(shì);高檔產(chǎn)品采取撇脂定價(jià)法,即高價(jià)政策,獲取高額利潤(rùn);增強(qiáng)中低端產(chǎn)品的價(jià)格彈性;高端產(chǎn)品對(duì)經(jīng)銷商適當(dāng)讓利。第三,渠道策略:開(kāi)拓代理商渠道,代理中低端產(chǎn)品;開(kāi)拓經(jīng)銷商渠道,經(jīng)銷高檔產(chǎn)品;以距離經(jīng)銷商、代理商較近和銷售業(yè)績(jī)量情況為原則,設(shè)置LY公司的辦事處;經(jīng)銷商、代理商渠道建設(shè)地域,應(yīng)以二線城市為主,且按照二線城市經(jīng)濟(jì)實(shí)力高低順序開(kāi)拓業(yè)務(wù)。第四,促銷策略:價(jià)格促銷、微信營(yíng)銷、多種媒體廣告宣傳、品牌活動(dòng)。
[Abstract]:LY is a small enterprise engaged in researching, developing and manufacturing intelligent IP security camera products. There are many patents in IP camera technology, image processing, storage and system integration. The company in the market demand, human resources, technological innovation have certain advantages. However, in the face of the market saturation of the public security system and the existing business field, the marketing strategy restricts the development of the company. Based on the analysis of the basic situation and marketing situation of LY Company, this paper finds that the main marketing problems of LY Company are: single product variety, narrow business field, high demand for raw material quality, rigid pricing mode and single pricing method. Only direct marketing channels, no distribution channels; promotional efforts are not strong, promotion business scope is narrow. The product target market of LY is the public security field, transportation field, medium and large public transport company, medium and large rental company of the second tier city. The market orientation is to distinguish the product grade according to the market demand, and gradually diversify and differentiate the product. The 4P marketing strategy of LY IP camera is as follows: first, the product strategy optimization scheme: optimize the software system, Reduce product high stability requirements; Refine the requirements of the public security system, ensure the diversification of products, divide the grade of products according to the hardware performance, only need to solve the problem of compatibility of hardware and software, develop the field of civil use; Focus only on the development of new products, using hardware to distinguish grades, improve the speed of new product development. Second, pricing strategy: middle and low grade products adopt competition oriented pricing method, that is, follow the market price pricing, and obtain competitive advantage by product differentiation, high grade products adopt skimming pricing method, that is, high price policy, to obtain high profits; To enhance the price elasticity of low-end products; high-end products to the dealer appropriate profit. Third, channel strategy: open up agent channel, agent middle and low end products, open up dealer channel, distribute high grade products, set up office of LY company based on the principle of distance to dealer, agent close and sales performance quantity; Dealers, agents channel construction region, should be based on the second-line cities, and according to the economic strength of the second-tier cities in order to develop business. Fourth, promotion strategy: price promotion, WeChat marketing, multiple media advertising, brand activities.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.6

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