本文選題：智能家居 + 4P營(yíng)銷理論��； 參考：《哈爾濱理工大學(xué)》2014年碩士論文

【摘要】：智能家居是家居行業(yè)發(fā)展的重要方向之一，對(duì)于家居行業(yè)的發(fā)展具有重要的推動(dòng)作用。智能家居系統(tǒng)在歐洲和美國(guó)近二十年的發(fā)展歷程中，它的工業(yè)設(shè)計(jì)和系統(tǒng)設(shè)計(jì)已經(jīng)成熟，擁有成熟的技術(shù)標(biāo)準(zhǔn)，產(chǎn)品標(biāo)準(zhǔn)和產(chǎn)品認(rèn)證模式。然而，中國(guó)的智能家居起步較晚，直到2005年在國(guó)內(nèi)才剛剛興起。隨著房地產(chǎn)行業(yè)在中國(guó)的飛速發(fā)展，大量的高端住宅項(xiàng)目出現(xiàn)，智能家居得到了快速發(fā)展。在一方面，新的高端住宅項(xiàng)目的設(shè)計(jì)，介紹智能家居并且引進(jìn)智能家居系統(tǒng)作為住宅配套設(shè)施進(jìn)行促銷，在另一方面，許多國(guó)外智能家居專業(yè)廠商快速占領(lǐng)國(guó)內(nèi)市場(chǎng)的同時(shí)，中國(guó)內(nèi)地的許多智能家居系統(tǒng)產(chǎn)品的生產(chǎn)廠商也得到了養(yǎng)分加以快速成長(zhǎng)。 波創(chuàng)智能家居就是在這樣的背景下率先進(jìn)入了智能家居行業(yè)，通過(guò)多年的發(fā)展，已經(jīng)成為國(guó)內(nèi)行業(yè)的領(lǐng)導(dǎo)品牌。本文以杰羅姆·麥卡錫于1960年在其《基礎(chǔ)營(yíng)銷》一書(shū)中提出的4P營(yíng)銷理論為基礎(chǔ)，以波創(chuàng)智能家居營(yíng)銷計(jì)劃作為研究對(duì)象，結(jié)合波創(chuàng)智能家居系統(tǒng)所處的背景環(huán)境，分析波創(chuàng)智能家居在行業(yè)里所處的競(jìng)爭(zhēng)優(yōu)勢(shì)及劣勢(shì)，籌劃及制定了相關(guān)的營(yíng)銷策略組合，分別從產(chǎn)品、價(jià)格、渠道、促銷以及服務(wù)五個(gè)方面提出了企業(yè)營(yíng)銷方案與改進(jìn)思路。 本文最后提出了保障這些營(yíng)銷策略的實(shí)施建議，這不僅可以指導(dǎo)公司的發(fā)展和實(shí)現(xiàn)營(yíng)銷目標(biāo)，，并且對(duì)于控制智能家居行業(yè)成長(zhǎng)均有重要的參考的價(jià)值和借鑒意義。
[Abstract]:Smart home is one of the most important directions in the development of home industry, which plays an important role in promoting the development of home industry. In the past twenty years of development of smart home system in Europe and the United States, its industrial design and system design have matured, with mature technical standards, product standards and product certification models. However, China's smart home started relatively late, until 2005 in the country has just started. With the rapid development of real estate industry in China, a large number of high-end housing projects, smart home has been rapid development. On the one hand, the design of new high-end residential projects, the introduction of smart home and the introduction of smart home system as a residential supporting facilities to promote, on the other hand, many foreign smart home professional manufacturers quickly occupied the domestic market at the same time, Many manufacturers of smart home system products in mainland China have also gained nutrients for rapid growth. Bo Chong smart home is in this context the first to enter the smart home industry, through the development of many years, has become the leading brand in the domestic industry. Based on the 4P marketing theory put forward by Jerome McCarthy in his book "basic Marketing" in 1960, this paper takes the marketing plan of Bertrand's Smart Home as the research object, and combines the background environment of Pochon Smart Home system. This paper analyzes the competitive advantages and disadvantages of Bochong Smart Home in the industry, plans and formulates the related marketing strategy combination, and puts forward the enterprise marketing plan and improvement thinking from five aspects of product, price, channel, promotion and service respectively. At the end of this paper, some suggestions are put forward to ensure the implementation of these marketing strategies, which can not only guide the development of the company and achieve the marketing goals, but also have important reference value and significance for controlling the growth of the smart home industry.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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本文編號(hào)：1960925