当前，保安服务几乎覆盖了人们生产生活的各个领域，如，学校、医院、机 关、银行、酒店、住宅小区等。与此同时，保安服务的经营范围也不断拓宽，不 再局限于单一的人力保安，涉及到巡逻、技术防范、武装押运等多项内容。追溯 我国的保安业发展之路，虽然已经历经了三十余载的发展，发展规模不断扩大， 服务质量也迈上了新台阶，却仍存在着许多亟待解决的问题，如，行业发展不够 规范、监管体制不够健全、服务水平有待于提高等，这些问题如果不能得到妥善 解决，将会制约保安服务业的发展。 鉴于此，笔者将研究的目光投向 J 保安服务公司，从营销管理角度出发进行 深入探究，旨在挖掘出潜藏于该公司发展过程中的问题，找出问题的根源，有针 对性地制定出整改方案，帮助公司扫清发展道路上的障碍，为该公司的稳健发展 提供保障，也能对同类公司的发展起到参考作用。 J 保安服务公司目前存在的主要问题包括服务产品单一、营销渠道不畅、产 品定价考虑因素不全面、促销方式简单、保安人员服务水平不高、考虑顾客需求 不全面、品牌建设不足等。在本课题研究过程中，笔者采用 PEST 模型、五力分 析模型、SWOT 分析等方法，对安保行业的运行情况进行分析，在此基础上，剖 析 J 保安服务有限公司所处宏观、微观环境，运用 STP 理论和 7P 营销理论制定 了 J 保安服务有限公司发展营销策略。对 J 保安服务公司未来发展提出了相关建 议，制定了企业品牌定位，提出了产品策略、渠道策略、定价策略、促销策略、 人员策略、服务过程策略、有形展示策略，探寻了新形势下 J 保安服务公司的营 销方向和策略。 关键词：保安公司；营销策略；品牌建设；服务创新II Abstract At present, security services cover almost all areas of people's production and life, such as schools, hospitals, institutions, banks, hotels, and residential areas. At the same time, the business scope of security services has also been continuously expanded, and it is no longer limited to a single human security, involving patrols, technical prevention, and armed escort. Although China's security industry has gone through more than 30 years of development, the scale of development has been expanding, and the quality of service has also reached a new level, there are still many problems that need to be solved. If these problems are not properly solved, they will hinder the development of the security service industry. In view of this, the author will look at the JSecurity Service Company and conduct in-depth research from the perspective of marketing management. The purpose is to excavate the problems hidden in the company's development process, find out the root causes of the problems, and formulate corrective plans in a targeted manner. Help the company clear the obstacles on the road to development, provide guarantees for the steady development of the company, and can also serve as a reference for the development of similar companies. The main problems of JSecurity Service Company currently include single service products, poor marketing channels, incomplete product pricing considerations, simple promotion methods, low level of service for security personnel, incomplete customer needs, and insufficient brand building. In the course of this research, the author uses PEST model, five-force analysis model, SWOT analysis and other methods to analyze the operation of the security industry. On this basis, the author analyzes the macro and micro environment where J Security Service Co., Ltd. is located. Using STP theory and 7P marketing theory, J Security Service Co. Ltd. developed marketing strategy. It puts forward relevant suggestions for the future development of J Security Service Company, formulated the brand positioning of the company, and put forward product strategy, channel strategy, pricing strategy, promotion strategy, personnel strategy, service process strategy, and tangible display strategy. It explores the marketing direction and strategy of J Security Service Company under the new situation. Keywords：Security company；Marketing strategy；Brand building；Service innovation目 录 摘要............................................................. I ABSTRACT.......................................................... II 第 1 章 绪 论...................................................... 1 1.1 研究背景及意义..............................................1 1.1.1 研究背景..............................................1 1.1.2 研究意义..............................................2 1.2 国内外研究现状..............................................2 1.2.1 国外研究现状..........................................2 1.2.2 国内研究现状..........................................4 1.3 研究内容与研究框架..........................................5 1.3.1 研究内容..............................................5 1.3.2 研究框架..............................................5 1.4 研究方法与创新..............................................5 1.4.1 研究方法..............................................5 1.4.2 创新之处..............................................6 第 2 章 相关理论概述................................................ 7 2.1 STP 理论 ....................................................7 2.2 服务营销 7P 理论.............................................7 2.3 PEST 模型 ...................................................9 2.4 五力模型...................................................10 2.5 SWOT 分析 ..................................................11 第 3 章 J 保安服务公司营销现状及存在问题 ........................... 13 3.1 J 保安服务公司简介 .........................................13 3.2 J 保安服务公司营销现状 .....................................14 3.3 J 保安服务公司营销策略中存在的问题 .........................15 第 4 章 J 保安服务公司营销环境分析 ................................ 18 4.1 外部宏观环境的 PEST 分析....................................18 4.1.1 政治环境.............................................18 4.1.2 经济环境.............................................18 4.1.3 社会环境.............................................18 4.1.4 技术环境.............................................19 4.2 行业环境的五力模型分析.....................................20 4.2.1 同行业竞争对手.......................................20 4.2.2 潜在的竞争者.........................................20 4.2.3 客户的议价能力.......................................20 4.2.4 供应商的议价能力 .....................................211 4.2.5 替代者的威胁.........................................21 4.3 SWOT 分析..................................................21 4.3.1 优势分析.............................................21 4.3.2 劣势分析.............................................21 4.3.3 机会分析.............................................22 4.3.4 威胁分析.............................................22 第 5 章 J 保安服务公司营销战略及策略 ............................... 24 5.1 STP 营销战略制定 ...........................................24 5.1.1 市场细分 .............................................24 5.1.2 目标市场选择 .........................................25 5.1.3 市场定位 .............................................25 5.2 营销策略制定...............................................26 5.2.1 产品策略 .............................................26 5.2.2 价格策略 .............................................27 5.2.3 渠道策略 .............................................27 5.2.4 促销策略 .............................................28 5.2.5 人员策略.............................................28 5.2.6 服务有形展示策略 .....................................29 5.2.7 服务过程策略 .........................................29 第 6 章 结论与展望................................................. 31 6.1 结论.......................................................31 6.2 展望.......................................................31