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MBA硕士论文_A公司智能安防门禁产品定位研究DOC

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内容简介
摘要
摘要
随着工业4.0概念被越来越多的国家所接受,美国、德国相继提
出了推动制造业升级的具体思路及规划方案,在此背景下,中国的安
防产业也在不断的创新中开拓新的产品,智能安防产品应运而生。作
为小区管理最核心的科技载体之一,积极推广智能安防门禁产品的市
场应用可以有效改善小区治安,促进社会和谐。尽管从理论视角来看,
智能安防门禁产品的功能种类比较齐全,然而在实际应用中,针对不
同的目标客户群体,产品的功能定位并不相同。本文以A公司为研究
对象,该公司拥有自己的生产线,具备一定的生产能力,主营业务范
围广泛,其中智能安防门禁产品只是其生产的产品之一,目前该产品
已被应用于福州市内的10个小区,然而在使用中,有些用户抱怨公
司提供的产品与用户对产品功能的实际需求之间还存在差距,基于
此,本文本文尝试依据产品定位策略理论,首先找出目前市场普遍认
可的智能安防门禁产品的各项功能指标,接着就用户对A公司智能安
防门禁产品提供的这些各项功能指标的满意度进行调查,以发现哪些
功能需要提升,哪些功能只需保持,哪些功能可以降低,根据这些来
重新定位A公司智能安防门禁产品。并为A公司该产品市场份额的扩
大及产品利润的提高提供相关政策建议。因此,本文的研究具有较强
的理论意义和实际意义

首先为了对A公司智能安防门禁产品进行正确的定位,本文首先
通过査找文献及专家调查,将智能门禁产品从安全性、便利性和可管
理性三大类功能方面细分为16项功能指标;其次,基于用户使用A
公司智能安防门禁产品各项指标重要性-满意度的问卷调査数据,运
用IPA分析方法和多元线性回归法进行实证分析,了解用户对目前A
公司所提供门禁产品指标的满意度以及对这些指标重要性的认知度

重点了解用户认为很重要,但是实际感知评价比较低的产品功能。通
过实证结果来进行A公司智能安防门禁产品的定位。即:加强“可高
频使用”、“个人信息不泄密”和“售后服务质量”等功能;同时A
公司必须通过强化升级相关安全的功能;继续重视安全性的功能;删
A公司智能安防门禁产品定位研究
除用户不需要的功能;针对不同性别、消费者制定产品设计等路径来
实现智能安防门禁产品的定位

本文的研究的可能的创新之处在于:一是内容创新,智能安防门
禁行业属于朝阳行业,研究的人并不多;二是实证分析方法的使用上
创新,本文结合IPA分析方法和多元线性回归法来分析产品定位,在
公开发表的文献中暂时没有

关键词:智能安防门禁,IPA分析,多元线性回归,产品定位
ABSTRACT
Abstract
With the influence on the world of industry, United States, Germany
manufactured powerhouse are ideas and plans of the proposed upgrading
of the manufacturing industry, China forward security industry in context
deeply affected and subversive, smart security came into being, this was
walks.Management community as one of the most important carriers,
smart security access control products the proper promotion of
community policing to improve development of health and social security.
Smart security access control features quite complete in theory, in fact,
product positioning is different according to different target
users,customers,the majority of the community used smart security access
control products, many people complained that the company&39;s products
with the real needs of the users there is a gap between product features.
As a product of company, integration of production processing and
marketing companies, community users, according to the city, users with
smart security access control product of the importance and satisfaction
impact is meaningful. Therefore, this study through academic research on
the positioning theory combined with the actual operations of A company,
community users, according to the city, company a makes scientific fixed
position smart security access control products to help products of A
company to occupy to the target market, differentiation competitive
strategy. This study has practical theoretical significance.Practical
significance, in the context , some intelligent manufacturing and
intelligence communities, study smart security access control About the
positioning of company&39;s research a product and development of
intelligent security access control products, accelerate the development of
intelligent security products, promoting the development of intelligent
security industry has important practical significance. Theoretically, this
article from the user using intelligent security access control as the
products of the importance and satisfaction survey data, so by the theory
of product, product positioning and product positioning strategies and
consumer psychology and behavior theory provides a new perspective,
and is of great theoretical value.
A公司智能安防门禁产品定位研究
Based on the literature review,analysis of manageability,
convenience and security use intelligent security for user to access control
products, such as the importance and the impact of satisfaction. Secondly,
based on the theory of products, product positioning and consumer
psychology and behavior theory, mechanism analysis of user purchase
behavior. Third, the survey data users using A smart security access
control products indicators based on import册ce and satisfaction, with
the development of new functions properly, such as linkage and credit
mechanism; strengthen the function, high frequency, stable product
performance the most important and currently do not satisfied, the
product R & D department should strengthen the focus on product
development; build individual functions in the recognition Of identity
information, video surveillance control system and of the rear contact, to
create personnel identification function. Finally, According to
conclusions of analysis and empirical the theoretical research, and
combined with A&39;s own situation, find the product positioning, and puts
forward some suggestions and countermeasures.The first is the content
innovation, intelligent security door industry is a sunrise industry; to use
the method of empirical analysis, this paper creatively use IPA analysis
method,IPA analysis method makes the range slightly expanded.
Key words: A Intelligent security access control,IPA analysis;,
multiple linear regression; product positioning
1绪论
1绪论
1.1研究背景和研究意义
1.1.1研究背景
政策方面,综合国力的逐步增强推动了公共安全博览会和中国安全防范产品
行业协会的成立,中国先后制定了安防和门禁行业国家标准。面临德国、美国等
制造强国提出制造业升级的思路,中国将“中国制造2025”作为强国战略行动
纲领,并由科技部、财政部、发展改革委等组共同组织落实。智慧城市的理念也
被纳入《中华人民共和国国民经济和社会发展第十三个五年规划纲要》。近年来
又相继推出智慧社区概念,为智能产业,尤其是智能安防行业门禁产品发展提供
。。。以上简介无排版格式,详细内容请下载查看