本文選題：營(yíng)銷(xiāo)戰(zhàn)略 + 安防監(jiān)控��； 參考：《北京化工大學(xué)》2015年碩士論文

【摘要】：最近幾年,中國(guó)的安防監(jiān)控行業(yè)高速發(fā)展,行業(yè)年增長(zhǎng)率基本維持在20%,2015年行業(yè)總產(chǎn)值預(yù)計(jì)會(huì)達(dá)到5000億元。目前,整個(gè)安防行業(yè)還面臨從模擬視頻監(jiān)控向數(shù)字高清監(jiān)控的產(chǎn)業(yè)升級(jí)和轉(zhuǎn)型,安防監(jiān)控企業(yè)面臨著巨大的發(fā)展機(jī)會(huì)和市場(chǎng)挑戰(zhàn)。科學(xué)合理的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略將是企業(yè)搶占市場(chǎng),獲得成功的關(guān)鍵因素。本文基于對(duì)市場(chǎng)營(yíng)銷(xiāo)、戰(zhàn)略管理的理解,廣泛參閱國(guó)內(nèi)外市場(chǎng)營(yíng)銷(xiāo)著作,結(jié)合MBA專(zhuān)業(yè)所學(xué)和自身的行業(yè)經(jīng)驗(yàn)和銷(xiāo)售工作經(jīng)驗(yàn),以T公司的安防監(jiān)控鏡頭營(yíng)銷(xiāo)策略為例,研究其如何建立本地化市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略,如何根據(jù)市場(chǎng)變化調(diào)整其影響戰(zhàn)略。本文通過(guò)運(yùn)用PEST、SWOT、STP等分析工具,研究了企業(yè)所處的外部環(huán)境、企業(yè)自身的優(yōu)劣勢(shì)、存在的機(jī)會(huì)及挑戰(zhàn),明確了企業(yè)的目標(biāo)細(xì)分市場(chǎng)和市場(chǎng)定位,建立了具體的戰(zhàn)略組合。最后,本文闡述了營(yíng)銷(xiāo)戰(zhàn)略的實(shí)施和調(diào)整。本文通過(guò)對(duì)T公司營(yíng)銷(xiāo)策略的研究,對(duì)國(guó)內(nèi)其他安防企業(yè)制定營(yíng)銷(xiāo)戰(zhàn)略有一定的借鑒作用,也給其他跨國(guó)公司如何在華實(shí)現(xiàn)本地化有一定的啟示作用。
[Abstract]:In recent years, China's security surveillance industry has developed at a high speed, with an annual growth rate of 20 percent, and the industry's gross output value is expected to reach 500 billion yuan in 2015.At present, the whole security industry is facing the upgrading and transformation from analog video surveillance to digital high-definition surveillance, and the security surveillance enterprises are facing enormous development opportunities and market challenges.Scientific and reasonable marketing strategy will be the key factor for enterprises to seize the market and obtain success.Based on the understanding of marketing and strategic management, this paper widely refers to the domestic and foreign marketing works, combining with MBA major and its own industry experience and sales experience, taking T company's security surveillance lens marketing strategy as an example.How to establish localization marketing strategy and how to adjust its influence strategy according to market changes are studied.In this paper, the external environment, advantages and disadvantages, opportunities and challenges of the enterprise are studied by using the analysis tools such as pest / SWOTO / STP, and the target subdivision market and market positioning of the enterprise are defined, and the concrete strategic combination is established.Finally, this article elaborated the marketing strategy implementation and the adjustment.Through the research of T company's marketing strategy, this paper has some reference function for other domestic security enterprises to formulate marketing strategy, and also has certain enlightenment function to other multinational corporations how to realize localization in China.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F416.63;F274

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本文編號(hào)：1740239