I 摘要 HT公司的主营业务是代理门禁一卡通科技产品,其客户已经超过了两千家,该公司 除了向客户提供性能优良的管理系统之外,还向客户提供了非常完善的售后服务,因此 与多家企业都建立了稳定的长期合作关系。随着网络信息技术的飞速发展,企业的营销 模式也越来越多。我们目前的现代网络信息技术在不断壮大，它的传递效率也一直在 提升，在此背景下，无论是营销渠道的层级还是其成员数量都呈现出逐渐下降的趋势， 渠道正在朝着扁平化方向快速发展。HT公司作为一家代理公司也就是通常所说的渠道 中间商，要想在市场中占有一席之地，必须对其营销策略进行调整、优化，而且要尽 快完成转型。 本文从渠道扁平化角度出发，将HT一卡通公司作为研究对象，对门禁一卡通代理 商的营销策略优化进行了深入地分析。主要对以下问题进行了研究：HT公司在其供应 商的影响下开始涉足电子商务行业，但事实证明该公司的这一决策是不明智的，不但 公司利润在不断降低，更严重的是很可能被市场淘汰掉。 重点讨论了在渠道扁平化的背景下HT公司该如何走出营销困境，通过分析HT公 司当前的发展状况以及其所处的内外部环境，并结合国内门禁一卡通行业的发展趋势， 专门针对该公司的门禁一卡通产品提出了相应的营销组合策略，有效增强了该公司的 产品营销能力，同时还促进了该公司营销效率的提升。本文通过研究得到了以下结论： HT公司一方面要加强品牌建设，同时还应放弃价格竞争，进一步明确目标客户群并将 其作为重点营销对象，将行业上游作为今后的发展目标。 关键词：HT公司门禁一卡通；渠道扁平化；营销策略 西北农林科技大学硕士学位论文 II Abstract HT company is an agent company engaged in access card technology products. At present, it has provided excellent management system and perfect after-sales service for nearly more than 2000 customers, and has maintained a good cooperative relationship with many enterprises. However, the rapid development of network information technology brings more marketing modes to enterprises. The rapid transmission of information makes the level of marketing channels reduce continuously, and the number of channel members is also significantly reduced. The wave of channel flattening is coming. As a channel middleman, HT Company must optimize its marketing strategy and seek transformation in order to avoid being eliminated from the market. Based on the perspective of channel flattening, this paper studies the marketing strategy optimization of the middlemen in the card industry. The main research object is HT all in one card company. The main research problem is: because HT Company's most important strategic partner (Supplier) tries to try e-commerce, the profit of HT Company is constantly squeezed, and it is likely to be eliminated from the marketing dilemma. This paper mainly discusses: how to deal with the marketing dilemma brought by channel flattening in HT Company, through the analysis and combing of the internal and external environment and the enterprise's own situation that HT Company is facing, combined with the trend of channel flattening in China's access card industry, the marketing mix strategy of access card products in HT Company is analyzed and summarized to make up for the existing marketing of access card products in HT Company The disadvantages of insufficient strategic competitiveness, give full play to the overall resource advantages, and improve the marketing efficiency of HT Company's all-in-one card. The conclusion of this paper is: HT Company needs to build its own brand, abandon the low-end price competition mode, choose the target customer group suitable for the enterprise to carry out key marketing, and the enterprise will develop to the upstream of the industry. KEYWORDS: HT company access control card; Channel flattening; Marketing strategy 目 录 I 目 录 摘要 ........................................................................................................................................... I ABSTRACT ........................................................................................................................... II 第一章 导论 .......................................................................................................................... 1 1.1 研究背景 ........................................................................................................................ 1 1.2 研究目的和意义 ............................................................................................................ 2 1.2.1研究目的 .................................................................................................................. 2 1.2.2研究意义 .................................................................................................................. 2 1.3 国内外研究动态 ............................................................................................................ 2 1.3.1 国外研究综述 ......................................................................................................... 2 1.3.2 国内研究综述 ......................................................................................................... 5 1.3.3 简要评述 ................................................................................................................. 7 1.4 研究思路、内容和方法 ................................................................................................ 8 1.4.1研究思路 .................................................................................................................. 8 1.4.2研究内容 .................................................................................................................. 8 1.4.3研究方法 .................................................................................................................. 9 第二章 相关概念界定及理论与方法 ................................................................................ 10 2.1相关概念 ...................................................................................................................... 10 2.1.1渠道扁平化 ............................................................................................................ 10 2.1.2营销策略 ................................................................................................................ 11 2.2相关理论概述 .............................................................................................................. 11 2.2.1营销环境分析理论 ................................................................................................ 11 2.2.2竞争态势分析理论 ................................................................................................ 11 2.2.3营销策略制定理论 ................................................................................................ 12 2.3营销策略分析方法 ...................................................................................................... 12 2.3.1 STP分析法 ............................................................................................................ 12 2.3.2 SWOT分析法 ........................................................................................................ 13 2.3.3 五力模型分析法 ................................................................................................... 14 第三章 扁平化趋势下HT公司门禁一卡通产品营销环境分析 ...................................... 16 3.1 宏观市场环境分析（PEST）..................................................................................... 16 西北农林科技大学硕士学位论文 II 3.2 门禁一卡通产品行业环境分析 .................................................................................. 18 3.2.1 门禁一卡通领域的市场结构分析 ....................................................................... 18 3.2.2门禁一卡通产品主要营销行为分析 .................................................................... 19 3.2.3门禁一卡通产品的市场容量及营销分析 ............................................................ 20 3.3 HT公司门禁一卡通产品内部环境分析 .................................................................... 22 3.3.1 HT公司盈利能力分析 .......................................................................................... 22 3.3.2 HT公司门禁一卡通产品资源能力分析 ..........