本文選題：杭州 + 智能家居��； 參考：《廣西師范大學(xué)》2014年碩士論文

【摘要】：在中國移動(dòng)推出首個(gè)物聯(lián)網(wǎng)應(yīng)用的“宜居通”、中國電信推出“我的e家”、中國聯(lián)通與美的公司合作開發(fā)基于3G技術(shù)的智能空調(diào)的歷史背景下,智能家居作為一個(gè)前景廣闊的藍(lán)海市場,已經(jīng)逐步受到杭州房地產(chǎn)開發(fā)商的關(guān)注。2013年以來,共有10家新的全國性大型房企在杭州主城土地出讓會(huì)亮相,至此,全國銷售額排名前15位的開發(fā)商全部進(jìn)入杭州市場。在“國五條”、“杭六條”陸續(xù)出臺(tái)、房產(chǎn)稅漸行漸近,樓盤庫存量持續(xù)攀高,市場競爭日趨激烈的背景下,杭州不少房地產(chǎn)開發(fā)商已將“智能家居”作為近年房產(chǎn)開發(fā)的重要賣點(diǎn)。 房地產(chǎn)開發(fā)商給予智能家居的厚望及杭州大力進(jìn)行智慧城市建設(shè)、發(fā)展智慧經(jīng)濟(jì)的契機(jī),給杭州智能家居行業(yè)大發(fā)展帶來了千古難遇的發(fā)展良機(jī),但目前還有相當(dāng)數(shù)量的消費(fèi)者對(duì)智能家居仍然是“只聞其聲未見其形。因此,本文擬在深入調(diào)研的基礎(chǔ)上,探尋杭州智能家居的市場營銷策略,為杭州建設(shè)宜居宜業(yè)新天堂的發(fā)展目標(biāo)貢獻(xiàn)一己之力。 本文采用PEST宏觀模型分析法、波特五力模型、SWOT分析模型和STP分析等分析方法,對(duì)杭州智能家居的發(fā)展環(huán)境進(jìn)行了深入分析,明確了適合杭州智能家居市場自身發(fā)展的、以研發(fā)中高端智能家居產(chǎn)品為導(dǎo)向的市場定位。并從6P市場營銷組合(產(chǎn)品、價(jià)格、渠道、促銷、公共關(guān)系和政治權(quán)利)等方面提出了基于中高端智能家居產(chǎn)品的杭州智能家居市場營銷組合策略。 本文的研究成果,將助推杭州智能家居市場發(fā)展,并對(duì)其他城市開展智能家居營銷具有重要的參考價(jià)值,也可以作為政府相關(guān)部門制定政策的參考依據(jù)。
[Abstract]:Against the historical background of China Mobile's launching of its first Internet of things application, "Li-Ju Tong", China Telecom's "my home", and China Unicom's cooperation with US companies to develop intelligent air conditioners based on 3G technology,As a promising blue sea market, smart home has gradually attracted the attention of real estate developers in Hangzhou. Since 2013, a total of 10 new large national housing enterprises will be unveiled in the land sale in Hangzhou's main city, so far.The top 15 national sales of developers into the Hangzhou market.With the introduction of the "five articles of the Nation" and the "six articles of Hangzhou" one after another, the property tax is gradually approaching, the inventory of real estate continues to climb, and the market competition is becoming increasingly fierce.Hangzhou many real estate developers have been "smart home" as an important selling point of real estate development in recent years.Real estate developers give great hope to the smart home and Hangzhou vigorously carry out the construction of the intelligent city, and the opportunity of developing the intelligent economy has brought a rare opportunity for the development of the smart home industry in Hangzhou.But there are still a considerable number of consumers on the smart home is still "only heard its voice did not see its shape."Therefore, this paper intends to explore the marketing strategy of smart home in Hangzhou on the basis of in-depth investigation, so as to contribute to the development of a new paradise suitable for industry in Hangzhou.This paper analyzes the development environment of smart home in Hangzhou by means of PEST macro model analysis, Porter five forces model and STP analysis, which is suitable for the development of Hangzhou smart home market.Research and development of high-end smart home products as a-oriented market positioning.From the aspects of 6P marketing mix (product, price, channel, promotion, public relations and political rights), this paper puts forward the strategy of Hangzhou smart home marketing combination based on high-end smart home products.The research results of this paper will promote the development of smart home market in Hangzhou, and have important reference value for other cities to carry out smart home marketing, and can also be used as the reference basis for government departments to formulate policies.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6;F49

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