【摘要】：隨著人們生活水平的提高,家庭財產(chǎn)的增多,嚴峻的入室盜竊犯罪形式導(dǎo)致了中國家庭安防市場的升溫。家庭安防市場在國外是個成熟的市場,據(jù)統(tǒng)計,70%的家庭用戶安裝了家庭防盜報警系統(tǒng)。但這個行業(yè)在中國是個新興的藍海市場,隨著家庭安防市場的升溫,國內(nèi)的一些中小企業(yè)也開始向家庭安防市場滲透,并相繼開發(fā)了一些針對家庭使用的安防產(chǎn)品。泰科公司是全球領(lǐng)先的電子安防和防盜報警服務(wù)供應(yīng)商,占據(jù)了家庭安防市場最大的市場份額,是家庭安防市場的領(lǐng)導(dǎo)者,已經(jīng)在家庭安防領(lǐng)域的市場已經(jīng)形成了一定的競爭力和知名度。針對當前的市場競爭環(huán)境,制定公司的營銷組合策略,如何提高公司的市場營銷能力,對加快公司業(yè)務(wù)發(fā)展具有重要的意義。本論文將通過運用PEST宏觀環(huán)境分析法、波特五力競爭環(huán)境分析法及SWOT分析法來對泰科公司進行外內(nèi)部環(huán)境分析,同時運用STP分析法對公司細分市場、目標市場和市場定位進行分析,進而制定出公司家庭安防業(yè)務(wù)的營銷組合策略：產(chǎn)品組合策略、渠道策略、促銷策略和價格策略。
[Abstract]:With the improvement of people's living standard, the increase of family property, and the severe crime of burglary, the domestic security market in China has been heated up. Home security market is a mature market abroad. According to statistics, 70% of home users have installed home security alarm system. But this industry is a new blue sea market in China. As the home security market heats up, some small and medium-sized enterprises in China have begun to infiltrate into the home security market, and have developed some security products for home use one after another. Tyco is the world's leading electronic security and burglar alarm service providers, occupying the largest market share of the home security market, is the home security market leader, Has been in the field of home security in the market has formed a certain degree of competitiveness and popularity. In view of the current market competition environment, it is of great significance to make the company's marketing combination strategy and how to improve the company's marketing ability to speed up the development of the company's business. This paper will use PEST macro environment analysis method, Porter five forces competitive environment analysis method and SWOT analysis method to analyze the external and internal environment of Tyco Company. At the same time, STP analysis method will be used to segment the market of the company. The target market and market positioning are analyzed, and then the marketing mix strategy of the company's family security business is worked out: product combination strategy, channel strategy, promotion strategy and price strategy.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F426.6

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本文編號：2377911