近年来，社会上多有失联事件发生，尤以女性，少年受害者居多。事件都是单人出 门在外时受到侵害，严峻的事实让我们不得不重新重视个人出行安全的重要性。市场上 的防护产品多种多样，但大多数都是自救型产品，例如防狼喷雾，高分贝报警器等等， 但怎么能让更多附近的人能知道危情并且能实施救助行为，以帮助减少被伤害的事件发 生呢，基于这样的背景条件下，“护花使者”安全报警器结合用户的消费使用习惯，通 过蓝牙4.0技术连接用户手机，再通过智能算法将用户位置及求救信息及时发送给保护 人及保护平台的智能报警器，以期通过用户将自救与求救的两种方式结合使用，最大程 度地降低恶性事件发生的机率。 本文通过对潜在用户的调查问卷，现场访谈，数据分析，文献研究等理论结合实际 的方法对市场环境等因素分析，尝试运用 STP，找到“护花使者”产品的市场定位，运 用营销4P 理论对产品销售策略进行战略分析和规划，力求找到最适合的产品营销方案， 在个人安防领域的最有潜力的应用场景及商业模式，使产品在被大力推向市场的同时降 低用户出行被伤害的比率。 关键词，蓝牙4.0；报警器；个人安防；防丢器II Abstract In recent years, there are so many lost events happened frequently, victims are mostly young women, and the youth, which arouse our attention to the importance of personal travel safety. There are a variety of protective products on the market, but why are consumers not willing to buyOr can the product help reduce the incidence of malignant eventsBased on the background conditions, and considering people’s consumption habits, we planned to develop a security alarm system, which could connect user’s mobile phone via bluetooth 4.0 technology. By using intelligent algorithm, an alarm text message together with the user’s location will be promptly sent to the protector for help. We are trying to have users save themselves by asking for others’help through intelligent devices.and the alarm device could help reduce the risk of malignant events. This study will try to find product market positioning through the questionnaire of potential users, on-site interviews and data analysis, literature research theory, combined with the actual methods of analyzing factors, such as market environment, STP theory, marketing 4 p theory. And try to find the most suitable products marketing solutions, saels strategy, the most suitable business model in the field ofpersonal security scenarious by using strategic analysis theory and planning. So our products could reduce ratio of people being hurt. Key words: bluetooth 4.0; Alarms, personal security; The apparatus,III 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究背景......................................................................................................................... 1 1.2 文献综述 ........................................................................................................................ 2 1.3 研究方法及内容框架 ..................................................................................................... 5 1.3.1 研究方法................................................................................................................. 5 1.3.2 研究内容及框架..................................................................................................... 5 第二章 项目介绍......................................................................................................................7 2.1 公司简介......................................................................................................................... 7 2.2 产品简介......................................................................................................................... 8 2.3 技术实现 ......................................................................................................................... 9 2.4 产品特点....................................................................................................................... 10 2.5 产品核心竞争优势....................................................................................................... 11 2.6 产品原理及技术........................................................................................................... 12 2.7 产品未来发展方向....................................................................................................... 12 2.8 本章小结....................................................................................................................... 13 第三章 环境分析....................................................................................................................14 3.1 外部环境分析............................................................................................................... 14 3.1.1 宏观环境分析....................................................................................................... 14 3.1.2.产业环境分析........................................................................................................ 17 3.1.3 消费者需求分析................................................................................................... 22 3.2 内部环境分析 ............................................................................................................... 23 3.2.1 公司架构............................................................................................................... 23 3.2.2 资源分析............................................................................................................... 24 3.2.3 能力分析................................................................................................................ 24 3.3 SWOT 分析及战略选择 ............................................................................................... 26 3.3.1 SWOT 分析 ........................................................................................................... 26 3.3.2 战略选择............................................................................................................... 29IV 3.4 本章小结....................................................................................................................... 30 第四章 目标市场与定位........................................................................................................31 4.1 市场细分....................................................................................................................... 31 4.1.1 人口因素............................................................................................................... 31 4.1.2 行为因素............................................................................................................... 32 4.2 目标市场选择............................................................................................................... 33 4.3 市场定位....................................................................................................................... 36 4.4 本章小结....................................................................................................................... 37 第五章 营销策略....................................................................................................................38 5.1 产品策略....................................................................................................................... 38 5.2 定价策略....................................................................................................................... 40 5.3 渠道策略....................................................................................................................... 43 5.4 促销策略....................................................................................................................... 44 5.5 本章小结 ..........