發(fā)布時(shí)間：2018-02-25 15:50

  本文關(guān)鍵詞： 安防行業(yè) 高端型安防行業(yè) 營(yíng)銷(xiāo)渠道管理 渠道策略　出處：《山東大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展和社會(huì)化進(jìn)程的加快,各國(guó)政府對(duì)維護(hù)社會(huì)穩(wěn)定,推進(jìn)和諧社會(huì)建設(shè)的重視程度日益加深；企業(yè)和民眾安全意識(shí)逐步增強(qiáng),對(duì)人身和財(cái)產(chǎn)安全的要求也逐漸提升,這直接刺激了中國(guó)安防行業(yè)的快速發(fā)展；此外國(guó)內(nèi)外重大賽事、綜合活動(dòng)在中國(guó)的舉辦也為中國(guó)安防市場(chǎng)的發(fā)展注入了鮮活的動(dòng)力。 目前中國(guó)的安防市場(chǎng)作為一個(gè)新型行業(yè),正處在快速發(fā)展時(shí)期,產(chǎn)業(yè)規(guī)模不斷擴(kuò)大,市場(chǎng)秩序逐步穩(wěn)定,但由于核心技術(shù)能力不強(qiáng),中國(guó)本土安防企業(yè)綜合實(shí)力不夠突出,自主研發(fā)的安防產(chǎn)品市場(chǎng)份額還不夠強(qiáng)大�？鐕�(guó)集團(tuán)由于具備領(lǐng)先的技術(shù)水平、豐富的產(chǎn)品線(xiàn)和較高的知名度而牢牢占據(jù)中國(guó)市場(chǎng),進(jìn)一步加劇了中國(guó)安防行業(yè)的市場(chǎng)競(jìng)爭(zhēng)。 在激烈競(jìng)爭(zhēng)的市場(chǎng)環(huán)境下,渠道已經(jīng)成為越來(lái)越稀缺的資源。在快速消費(fèi)品市場(chǎng)中,貨架資源成為競(jìng)爭(zhēng)者們主要的爭(zhēng)奪目標(biāo)。企業(yè)可以通過(guò)廣告等營(yíng)銷(xiāo)活動(dòng)提升自身的影響力,以拉動(dòng)的方式吸引消費(fèi)者購(gòu)買(mǎi)。相對(duì)于其他快速消費(fèi)品行業(yè),安防行業(yè)注定將更多的競(jìng)爭(zhēng)手段通過(guò)渠道得以實(shí)施�！盃I(yíng)銷(xiāo)為本,渠道為王”這句話(huà)充分的體現(xiàn)了渠道對(duì)安防行業(yè)的重要性,企業(yè)更加需要注重對(duì)渠道的建設(shè)和管理。 本文首先梳理了營(yíng)銷(xiāo)渠道管理相關(guān)的理論知識(shí)和國(guó)內(nèi)外當(dāng)前研究現(xiàn)狀,然后對(duì)中國(guó)安防行業(yè)尤其是高端安防行業(yè)的市場(chǎng)現(xiàn)狀進(jìn)行了闡述。運(yùn)用PEST分析模型對(duì)中國(guó)安防行業(yè)所面臨的國(guó)內(nèi)外發(fā)展環(huán)境進(jìn)行了深入分析,運(yùn)用波特五力模型分析了安防行業(yè)的競(jìng)爭(zhēng)結(jié)構(gòu),并對(duì)中國(guó)高端安防行業(yè)渠道建設(shè)的現(xiàn)狀、存在問(wèn)題及未來(lái)發(fā)展方向進(jìn)行了概述。在此基礎(chǔ)上,本文從渠道建設(shè)、渠道控制、渠道沖突管理和渠道整合四個(gè)方面制定了中國(guó)安防行業(yè)的渠道管理策略,并制定了一系列措施保障策略的運(yùn)營(yíng)實(shí)施。最后對(duì)本文進(jìn)行總結(jié)和展望。
[Abstract]:With the rapid development of China's economy and the acceleration of the process of socialization, the governments of various countries are paying more and more attention to maintaining social stability and promoting the construction of a harmonious society. The requirements for personal and property safety are also gradually raised, which directly stimulates the rapid development of the security industry in China. In addition, the holding of major domestic and foreign events and the holding of comprehensive activities in China also inject fresh impetus into the development of China's security market. At present, as a new type of industry, China's security market is in a period of rapid development. The scale of the industry is constantly expanding and the market order is gradually stable. However, due to the lack of strong core technical capabilities, the comprehensive strength of the local security and defense enterprises in China is not prominent enough. The market share of self-developed security products is not strong enough. Multinational groups, with their leading technology, rich product lines and high visibility, have firmly occupied the Chinese market, further intensifying the market competition in China's security industry. In a highly competitive market environment, channels have become increasingly scarce resources. In the FMCG market, Shelf resources are the main competition target for competitors. Companies can increase their influence through marketing activities such as advertising, and attract consumers to buy in a pull way. Compared with other fast moving consumer goods industries, Security industry is destined to implement more competitive means through channels. "Marketing is the basis, channel is king" this sentence fully reflects the importance of channels to the security industry, enterprises need to pay more attention to the construction and management of channels. This paper firstly combs the relevant theoretical knowledge of marketing channel management and the current research situation at home and abroad. Then, the market situation of China's security industry, especially high-end security industry, is expounded. The domestic and foreign development environment of China's security industry is deeply analyzed by using PEST analysis model. This paper analyzes the competitive structure of the security industry by using Porter's five-force model, and summarizes the current situation, existing problems and future development direction of the channel construction in China's high-end security industry. Four aspects of channel conflict management and channel integration make the channel management strategy of China's security and defense industry, and a series of measures to ensure the implementation of the strategy. Finally, this paper is summarized and prospected.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.6

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