随着国家在固定资产投资的稳定增长以及经济活动频度增加，极大的推动了 国家在公共安全基础设施方面的建设力度，国家推出“天网工程”以后又陆续推 出了“平安城市”、“智慧城市”、“雪亮工程”等一系列公共安全相关的基础设施 建设项目，极大的推升了安防行业的建设热度。各个行业对安防系统的建设需求 非常旺盛，产生很多市场机会点，虽然机会点比较多，但是依图、商汤、旷视等 AI 人工智能公司“跑步”进入安防行业获取市场份额提升估值，互联网巨头腾 讯、阿里巴巴、百度以及 ITC 通讯巨头华为也开始迈入安防行业吞噬市场份额， 对现有安防市场的竞争格局产生很大的冲击。所以，东方网力公司想在市场中占 有一席之地，公司产品得到用户的认可，就要提升公司的核心竞争力，在市场中 进行准确的定位，并制定符合企业自身发展的营销策略。 本论文以东方网力公司智能安防产品在国内安防市场的营销为研究对象。首 先，对东方网力公司营销现状及存在的问题进行综合分析，其次，对国内视频安 防的行业环境、一般外部环境和企业内部环境进行分析，通过ＳＷＯＴ分析，指 出企业所面临的威胁、机会、优势以及不足，再通过目标市场相关的理论知识进 行研究和分析，深入研究了东方网力公司在整个安防行业的市场细分以及目标市 场的选择情况。 基于 7Ps 相关的市场营销策略对企业的产品、价格、渠道、促销、人员、服 务过程和有形展示等进行一系列的分析和研究，并结合现实中存在的营销问题提 出了一些比较好的建议，比如提升产品的竞争力、增加渠道的粘度、并掌握人脸 识别、车辆识别、大数据分析、知识图谱、语义分析等相关 AI 智能化技术并加 大与视频安防产品的融合，不断提升公司品牌的知名度，也可以通过微信、微博 等互联网传播的方式进行公司产品的宣传，关注为用户提供全过程的服务，从而 有效的解决东方网力公司在市场营销活动中存在的一些问题。 论文的研究成果对东方网力公司制定相关营销策略有借鉴意义，对公司营销 的发展具有指导意义。 关键词：人工智能；智能视频安防产品；市场营销策略II Marketing Strategy Research of NetPosa intelligentvideo security product Abstract With the steady growth of the state's investment in social fixed assets and the increase of the frequency of economic activities, the construction of public security infrastructure has been greatly promoted. After the introduction of Skynet Project, the state has launched a series of public security-related infrastructure construction projects, such as Ping'an City, Smart City, Snow Bright Project, and so on. It has raised the construction enthusiasm of the security industry.Every industry has a strong demand for the construction of security system, which produces a lot of market opportunities. Although there are many opportunities, the competition among manufacturers in the whole industry is extremely fierce. For example, Haikangwei, Zhejiang Dahua and the following companies such as Huawei, Tencent and Baidu also have a great impact on the competition pattern of security market. Therefore, if NetPosa wants to occupy a place in the market and its products are recognized by users, it is necessary to enhance the overall competitiveness of the company, make correct market positioning in the market, and formulate marketing strategies in line with the development of the enterprise itself. This paper takes the marketing of intelligent video security products of NetPosa Company in domestic video security market as the research object. Firstly, the marketing status and existing problems of NetPosa Company are analyzed comprehensively. Secondly, the industry environment, general external environment and internal environment of domestic video security are analyzed. Through SWOT analysis, this paper points out the threats, opportunities, advantages and shortcomings faced by enterprises. Then, through the theoretical knowledge of target market, it conducts research and analysis, and deeply studies the market segmentation and the choice of target market of NetPosa Company in the whole security industry. Based on 7Ps related marketing strategies, this paper makes a series of analysis and Research on enterprise's product strategy,price strategy,channel strategy,promotion strategy,People strategy,Process strategy and Physical evidence, and puts forward some better suggestions combined with the existing marketing problems, such as enhancingIII product competitiveness, increasing channel viscosity, and mastering face recognition, vehicle recognition, big data analysis, etc. Intelligent technologies such as knowledge map, semantic analysis and so on should be integrated with video security products. Continuously enhance the company's brand awareness, but also through the Wechat Public Number, Weibo and other Internet ways to promote products, thus effectively solving the problems of Oriental Network Enterprises in marketing activities. The research results of this paper can be used for reference for NetPosa Company to formulate relevant marketing strategies and have guiding significance for the company's marketing development. Keywords: Artificial intelligence; Intelligent security products; Target marketing strategy; Environmental analysisIV 目 录 中文摘要.................................................I Abstract ................................................ II 第一章 绪论.............................................1 1.1 研究背景与意义..............................................1 1.2 研究内容....................................................2 1.3 研究方法....................................................3 第二章 相关理论基础 .....................................5 2.1 市场营销策略理论............................................5 2.1.1 STP 目标市场理论 .........................................5 2.1.2 7Ps 营销理论 .............................................5 2.1.3 4Rs 营销理论 .............................................6 2.1.4 PEST 分析 ................................................6 2.1.5 EFE 矩阵和 IFE 矩阵 .......................................7 2.2.6 SWOT 分析 ................................................7 2.2 智能安防产品营销相关理论....................................9 2.2.1 智能安防系统概念 ........................................9 2.2.2 关系营销策略 ...........................................10 2.2.3 智能安防大数据营销决策 .................................10 第三章 东方网力智能安防产品营销现状分析 ................12 3.1 东方网力公司简介...........................................12 3.2 东方网力智能安防产品营销现状...............................13 3.2.1 东方网力智能安防产品销售额 .............................13 3.2.2 东方网力智能安防产品销售网络 ...........................14 3.2.3 东方网力智能安防产品利润分析 ...........................14 3.3 东方网力智能安防产品与主要竞争对手营销状况比较.............15V 3.3.1 营销策略的比较 ..........................................15 3.3.2 营销财务关键数据比较 ....................................15 3.4 东方网力智能安防产品营销存在的问题及原因分析...............16 3.4.1 产品策略方面 ...........................................16 3.4.2 价格策略方面 ...........................................17 3.4.3 渠道策略方面 ...........................................17 3.4.4 促销策略方面 ...........................................17 3.4.5 人员策略方面 ...........................................18 3.4.6 服务过程策略方面 .......................................18 3.4.7 有形展示方面 ...........................................19 第四章 东方网力智能安防产品营销现状分析 ................20 4.1 宏观环境分析...............................................20 4.1.1 政治法律环境 ...........................................20 4.1.2 社会因素分析 ...........................................20 4.1.3 经济环境分析 ...........................................21 4.1.4 技术因素分析 ...........................................22 4.2 内部环境分析...............................................23 4.2.1 东方网力企业资源分析 ...................................23 4.2.2 东方网力企业能力分析 ...................................23 4.2.3 东方网力企业文化分析 ...................................25 4.3 宏观基于环境的 SWOT 分析....................................26 4.3.1 机会分析 ...............................................26 4.3.2 威胁分析 ...............................................27 4.3.3 优势分析 ..............