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江西天网安防公司是一家民营小型安防集成企业，主要为客户提供联网报警
系统、楼宇对讲系统、门禁系统等集成方案及咨询售后服务。在安防行业快速发
展的背景下，安防集成商越来越多，甚至有些安防产品商在提供产品的同时也为
客户提供集成解决方案，不断抢占集成商市场，另外各行业对安防需求各不相同，
对集成方案设计及服务要求越来越高。江西天网安防公司在激烈竞争环境中遇到
发展瓶颈，企业资金欠缺，营销模式单一老套、营销管理能力不足等，致使企业
近两年业务不断下滑，公司如何摆托困境，如何在激励市场竞争环境中生存与发
展，除了有可靠产品、优质服务外，还要有合适的营销策略，这样对公司发展才
具有重要的意义
本文综合运用了 4P、4S、STP 营销理论知识和 PEST、SWOT 分析方法，从经
济因素、政治因素、社会因素、技术因素入手，分析研究安防行业发展情况。运
用 SWOT 分析法对江西天网安防公司优势、劣势、机会、威胁进行了分析，同时
结合 STP 理论对客户群体进行了细分、选择和定位。按照市场定位，从产品、渠
道、模式三方面制定与江西天网安防公司发展相匹配的营销策略并提出切实可行
的保障措施，确保营销策略有效实施
通过对江西天网安防公司市场营销策略研究，使公司真正认识到自己所处环
境，克服不足，发挥优势，把握机会，使公司在竞争激烈市场环境中更好地生存
与发展，也为同类企业提供一些指导性意见
关键词：江西天网安防公司；营销；策略II
Abstract
With the rapid development of national economy,the government sector
strongly pushes to constructing large projects like “Smart City”“Safe
City”and so on,and our security industry keep growing fast.According to
more than 30 years’ development,the security industry has been to the
second largest security market in the world with much space to
develop.Meanwhile,there are lots of problems about this industry,such as
the quantity of security firms is large but the scale is small,the market
requirement is changing all the time,the product manager，SI and service
provider of this industry are infiltrating and competing with each
other,which makes profit margin becomes smaller.
The Jiangxi Skynet Security Company is a privately operated security
and protection Integrated Enterprise,it provides customers integration
scheme and after-sales service like networked alarm system,building
intercom system and access control system.With the background of rapid
development of security and protection industry,the security integrator
becomes a large amount,some security producers even provide integration
scheme while providing products,keep racing to control the market of
integrator.What’s more,different industry has different needs from
security,and asks for high quality of integrated design and
service.Jiangxi Skynet Security Company faces a choke point in this
drastic situation.Because of lack of fund,single marketing mode and short
of ability of marketing,company’s professional work declined during
recent two years.In order to get out of the difficulty and gain market
share,company should not only provide good products and service,but also
draw up a suitable marketing strategy,which has important significance
to the development of company.
This test will analyze the future development from the factors of
economy, policy, society and technique by synthetically using the 4P, 4S,
STP, PEST marketing theories and the analytical method of SWOT. ThroughIII
that method, I will analyze the advantages, disadvantages,chances and
threats of the Skynet Company and combine with the STP theory to segment
customer base, choice and positioning at the same time. According to the
market orientation, we formulate the marketing theory matched to the
development of Skynet Company from the aspects of product, channel and
pattern. Also, we put up some workable supporting measures to make sure
that the marketing theory works efficiently.
After my research on the marketing theory of the Skynet Company, I
appreciate that the company will realize our situation we faced with and
then try to overcome the shortcomings ,make full use of our advantages ,
and hold on the opportunities to make our company survive in the
competitive environment. Moreover, I feel honored to share some
instructional ideas to other enterprises.
Key words: Jiangxi Skynet Company; Marketing; StrategyIV
目 录
中文摘要……......I
Abstract…......II
目 录……......IV
1 绪论…….…......1
1.1 研究背景和意义…….....1
1.1.1 研究背景.....1
1.1.2 研究意义....2
1.2 研究方法及技术路线图.3
1.2.1 研究方法…….........3
1.2.2 技术路线图……......3
1.3 研究内容及创新点…......4
1.3.1 研究内容……........4
1.3.2 创新点……4
1.4 文献综述….…......5
1.4.1 国内文献综述…….….........5
1.4.2 国外文献综述…….….........6
2 理论基础…........7
2.1 STP 理论…….........7
2.2 4P 理论.......7
2.3 4C 理论.......8
3 江西天网安防公司发展环境分析……9
3.1 安防行业特点……..........9
3.1.1 安防行业简介…......9
3.1.2 中国安防行业发展概况......10
3.2 江西天网安防公司概况….........12
3.2.1 公司简介.....12
3.2.2 主要经营业务….......12
3.3 江西天网安防公司发展环境分析...........12VI
3.3.1 江西天网安防公司外部环境分析…..........12
3.3.2 江西天网安防公司竞争环境分析...16
3.3.3 江西天网安防公司内部环境分析…........19
4 江西天网安防公司营销环境分析.......23
4.1 江西天网安防公司营销现状及问题........23
4.1.1 公司市场营销现状…….......23
4.1.2 公司营销存在问题…...........23
4.2 江西天网安防公司市场细分.......24
4.2.1 市场细分概念及其必要性..24
4.2.2 公司市场细分的内容……..24
4.3 江西天网安防公司市场选择.......26
4.3.1 市场选择原则..........26
4.3.2 消费群体选择...........26
4.4 江西天网安防公司市场定位.......27
4.4.1 市场定位依据...........27
4.4.2 市场定位策略...........27
4.4.3 目标市场定位...........28
5 江西天网安防公司营销策略..29
5.1 产品策略.29
5.1.1 产品现状…….........29
5.1.2 产品调整建议.........30
5.1.3 产品质量建议.........33
5.2 渠道策略.33
5.3 价格策略.34
5.4 促销策略.36
5.4.1 正向营销向逆向营销转变…….......36
5.4.2 关系营销向文化营销转变…….......36
5.4.3 传统营销向新媒体营销转变… ......36
6 江西天网安防公司营销策略保障措施….......39
6.1 组织保障.39
6.1.1 组建专业营销团队….........39
6.1.2 设置营销岗位职责……......39VII
6.1.3 制定营销考核机制……....40
6.2 技术保障..........41
6.3 专业培训保障...41
7 结论与展望..43
7.1 结论......43
7.2 存在的不足.......43
7.3 展望........
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