本文關(guān)鍵詞： 競(jìng)爭(zhēng) 車(chē)載監(jiān)控 市場(chǎng)分析 營(yíng)銷(xiāo)策略　出處：《電子科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)社會(huì)發(fā)展的高速增長(zhǎng),汽車(chē)產(chǎn)業(yè)中無(wú)論是普通民用車(chē)輛、運(yùn)輸車(chē)輛、特種車(chē)輛等,其保有量是連年的快速增長(zhǎng),而于此同時(shí)車(chē)輛的安全管理、安全監(jiān)督的應(yīng)用需求也隨之產(chǎn)生,由此車(chē)載監(jiān)控系統(tǒng)的各種產(chǎn)品獲得了巨大的市場(chǎng)機(jī)會(huì),大規(guī)模的使用使得車(chē)載監(jiān)控系統(tǒng)得到了爆發(fā)性的增長(zhǎng)。目前國(guó)內(nèi)同類市場(chǎng)上已有�？低�、大華、銳明等數(shù)家大型國(guó)際廠商及國(guó)內(nèi)上市公司在這個(gè)市場(chǎng)上經(jīng)營(yíng)了數(shù)年,已經(jīng)形成了一套完善的營(yíng)銷(xiāo)策略。WKP公司是ORN集團(tuán)下的一家全資子公司,成立于2007年,研發(fā)、生產(chǎn)、銷(xiāo)售視頻監(jiān)控、圖像及信號(hào)處理、車(chē)載DVR以及平臺(tái)軟件。短短的幾年時(shí)間,通過(guò)各種合作模式,WKP公司在全球建立了一些分銷(xiāo)合作體系,擁有了一定的客戶基礎(chǔ)。WKP產(chǎn)品涵蓋公交客運(yùn)系統(tǒng)、金融押運(yùn)、公安系統(tǒng)、物流企業(yè)、旅游公司、駕駛學(xué)校等20多個(gè)單位類別。本文以WKP公司為研究對(duì)象,結(jié)合車(chē)載監(jiān)控行業(yè)業(yè)務(wù)發(fā)展現(xiàn)狀和特點(diǎn),對(duì)WKP公司營(yíng)銷(xiāo)環(huán)境進(jìn)行識(shí)別并定位,首先運(yùn)用了PEST分析法和競(jìng)爭(zhēng)對(duì)手情況分析了WKP公司的外部環(huán)境;接著對(duì)WKP公司內(nèi)部環(huán)境用SWOT進(jìn)行分析,并對(duì)公司內(nèi)部各部門(mén)對(duì)營(yíng)銷(xiāo)產(chǎn)生的影響做了分析,提出問(wèn)題,解決問(wèn)題;最后運(yùn)用STP戰(zhàn)略分析,分析WKP公司的細(xì)分市場(chǎng),并找到目標(biāo)市場(chǎng),進(jìn)行定位。通過(guò)以上的研究分析,筆者給WKP公司提出一系列營(yíng)銷(xiāo)策略:包括確定目標(biāo)市場(chǎng);優(yōu)化管理流程,增加產(chǎn)品工程這一溝通環(huán)節(jié),加強(qiáng)內(nèi)部培訓(xùn),增強(qiáng)企業(yè)競(jìng)爭(zhēng)力;在績(jī)效考核制度上創(chuàng)新,將現(xiàn)有的渠道營(yíng)銷(xiāo)模式改為直營(yíng)營(yíng)銷(xiāo)模式。從而解決了WKP公司存在的幾個(gè)關(guān)鍵問(wèn)題:“溝通不順”、“激勵(lì)政策不起作用”、“新產(chǎn)品不適應(yīng)市場(chǎng)需求”;通過(guò)市場(chǎng)細(xì)分,找出WKP公司的目標(biāo)市場(chǎng),將營(yíng)銷(xiāo)策略進(jìn)行創(chuàng)新,提高產(chǎn)品市場(chǎng)占有率,讓W(xué)KP公司渡過(guò)發(fā)展瓶頸。本論文創(chuàng)新之處在于:發(fā)現(xiàn)現(xiàn)有的中小企業(yè)經(jīng)常出現(xiàn)效率不高,客戶滿意度低,市場(chǎng)占有率不高等問(wèn)題,這些都是在創(chuàng)業(yè)初期因?yàn)楣芾聿簧贫z留下了種種不利于企業(yè)法發(fā)展的阻礙,本文也為了掃清這些障礙做了一些調(diào)查工作,對(duì)公司管理的漏洞進(jìn)行了補(bǔ)救,也給出了營(yíng)銷(xiāo)策略方面的建議。希望本文所研究的營(yíng)銷(xiāo)策略,為我國(guó)智能交通車(chē)載監(jiān)控行業(yè)的發(fā)展提供一些借鑒和參考。
[Abstract]:With the rapid growth of China's social development, the automobile industry, whether ordinary civilian vehicles, transport vehicles, special vehicles, its ownership is a rapid growth of years, and at the same time, the safety management of vehicles. The application requirements of safety supervision also come into being, thus the various products of the vehicle monitoring system get a huge market opportunity. The large-scale use of vehicle monitoring system has been explosive growth. At present, the same domestic market has Haekangwei, Dahua. Ruiming and other large international manufacturers and domestic listed companies have been operating in this market for several years, has formed a set of perfect marketing strategy. WKP is a wholly owned subsidiary of ORN Group. Founded in 2007, R & D, production, sales of video surveillance, image and signal processing, on-board DVR and platform software. A short period of time, through various modes of cooperation. WKP has established a number of distribution cooperation systems in the world, with a certain customer base. WKP products include bus passenger transport system, financial escort, public security system, logistics enterprises, tourism companies. Driving school and other more than 20 unit categories. This paper takes WKP Company as the research object, combined with the current situation and characteristics of vehicle monitoring industry business development, to identify and locate the marketing environment of WKP Company. Firstly, the external environment of WKP company is analyzed by using PEST analysis method and competitors' situation. Secondly, it analyzes the internal environment of WKP Company with SWOT, and analyzes the influence of each department on marketing, puts forward the problem and solves the problem. Finally, using STP strategy analysis, analyze the subdivision market of WKP company, and find the target market, position. Through the above research and analysis. The author puts forward a series of marketing strategies to WKP Company, including determining the target market; Optimize the management process, increase the communication link of product engineering, strengthen internal training, enhance the competitiveness of enterprises; Innovating in the performance appraisal system, changing the existing channel marketing mode to direct marketing mode, thus solving several key problems of WKP company: "communication is not smooth", "incentive policy does not play a role". "the new product does not meet the needs of the market"; Through the market segmentation, find out the target market of WKP company, innovate the marketing strategy, improve the market share of the product. The innovation of this paper is to find that the existing SMEs often appear problems such as low efficiency, low customer satisfaction, low market share and so on. These are in the early business because of mismanagement left behind a variety of obstacles to the development of enterprise law, this paper also in order to clear these obstacles to do some investigation work, the company management loopholes were remedied. This paper also gives some suggestions on marketing strategy. I hope that the marketing strategy studied in this paper can provide some reference for the development of intelligent transportation vehicle monitoring industry in China.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F274

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