摘要摘要摘要 二十一世纪，全球物联网兴起，随着国外自动识别行业的飞速发展，国内的自动 识别产业也发生了巨大的变化。RFID标签做为物联网的核心产品之一，成为市场关 注的热点。AD公司作为美资在华企业，先天具有产品优势，在国内某些行业占有了 一席之地，但是其在发展过程中没有注重营销策略的规划和创新。尽管这几年物联网 市场在国内的发展形势很好，但是面对市场高速的增长，大量产商进入，设备及产能 冗余，拉动整个行业价格快速下行，利润也相应的越来越低。当工业时代转向互联网 时代，再步入物联网时代，品牌价值的核心逐渐从“物的关系”转向“人的关系”。 在这样的行业大环境下，RFID标签企业的营销策略有必要加以研究，在传统工业品 营销策略的基础上加以创新，使之更符合时代特性。后经济时代，营销“从4P进到 4R”时代，与AD公司的物联网环境下的营销策略不谋而合。因此本文将针对AD公 司的营销策略使用具有新时代特性的4R营销理论展开研究。 本文以AD公司为例，在阐述RFID标签与物联网知识的基础上，运用所学的市 场营销理论知识，分析AD公司现有的市场营销环境，从宏观PEST和微观SWOT 两个角度分析其竞争优劣势，找出影响RFID标签需求的几大因素，深入分析出物联 网行业和自动识别产业的发展现状以及未来的发展趋势。明确AD公司的优势和劣 势，面临的机遇与威胁。最后依据客户满意度调研，结合4R营销理论，查找并分析 AD公司在营销策略方面所存在的问题，并根据分析结果制定出AD公司基于4R营 销理论的策略，从而解决公司目前所存在的问题及潜在的风险，为后续的持续改善提 供了思路。同时，又为物联网的产品相关企业提供了参考借鉴，产业链的不成熟需要 AD这样的标杆企业，树立行业标准及规范。 关键词关键词关键词关键词：：：：物联网；RFID标签；AD公司；4R营销理论 III Abstract In the twenty-first century, with the rise of the global Internet of things, the rapid development of automatic identification industry abroad, the domestic automatic identification industry has also undergone great changes. As one of the core products of the Internet of things, RFID tags have become the focus of market attention. As an american-funded enterprise in China, AD company has inherent product advantages and occupies a place in some domestic industries, but it does not pay attention to the planning and innovation of marketing strategy in the development process. Although the Internet of things market has been developing well in China in recent years, the rapid growth of the market, the entry of a large number of manufacturers and the redundancy of equipment and production capacity have driven the price of the whole industry down rapidly, and the profits have been correspondingly lower and lower. When the industrial era turns to the Internet era and then to the Internet of things era, the core of brand value gradually turns from "the relationship between things" to "the relationship between people". In such an industrial environment, it is necessary to study the marketing strategy of RFID label enterprises, and innovate on the basis of traditional industrial product marketing strategy to make it more in line with the characteristics of The Times. In the post-economic era, the marketing "from 4P to 4R" era coincides with AD company's marketing strategy in the Internet of things environment. Therefore, this paper will study AD company's marketing strategy using 4R marketing theory with new era characteristics. Based on AD company as an example, this paper on RFID tags with knowledge of the Internet of things, on the basis of using the market marketing theory knowledge, analysis the AD company's existing marketing environment, from the angles of micro macro PEST and SWOT analysis of the competition, the advantages and disadvantages of several factors affecting the RFID tag demand, in-depth analysis of the Internet of things industry and automatic identification industry development present situation and future development trend. Identify AD company's strengths and weaknesses, opportunities and threats, and find the source of the problem. Finally, according to the above analysis results, IV the strategy of AD company based on 4R marketing theory is formulated, so as to solve the existing problems and potential risks of the company, and provide ideas for continuous improvement in the future. At the same time, it also provides reference for product-related enterprises of the Internet of things. The immature industrial chain requires benchmarking enterprises like AD to establish industry standards and norms. Keywords：：：：Internet of Things; RFID label；AD Company; 4R Marketing Strategy 目录目录目录目录 致谢 ...... 1 摘要 ...... II Abstract ..............................III 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国内外物联网发展现状 2 1.2.1国外物联网发展现状 ............................. 2 1.2.2国内物联网发展现状 ............................. 3 1.2.3我国物联网发展面临的挑战 ................. 4 1.3国内外4R营销策略的文献综述 ................. 5 1.3.1国外营销策略文献综述 ......................... 5 1.3.2国内营销策略文献综述 ......................... 5 1.3.1国内物联网营销策略文献综述 ............. 6 1.4 研究内容与研究方法 ... 6 1.4.1研究内容 ................. 6 1.4.2 研究方法 ................ 7 1.5本文创新点.................... 7 第2章营销策略相关理论研究.......................... 9 2.1营销的发展.................... 9 2.1.1营销1.0到营销4.0 . 9 2.1.2物联网工业品企业营销适用4R营销理论 ........................ 10 2.2营销策略4R理论概述 .11 2.2.1 关联策略 .............. 11 2.2.2 反应策略 .............. 13 2.2.3 关系策略 .............. 13 2.2.4 回报策略 .............. 15 第3章 AD公司物联网环境下RFID标签营销环境分析 .............16 3.1子公司外部环境因素分析——PEST分析模型 ........................16 3.1.1政治环境因素 ....... 16 3.1.2经济环境因素 ....... 17 3.1.3技术环境因素 ....... 18 3.1.4社会环境因素 ....... 18 3.2 AD公司SWOT分析 ...19 3.2.1 竞争优势分析 ...... 19 3.2.2 竞争劣势分析 ...... 21 3.2.3 机会分析 .............. 21 3.2.4 威胁分析 .............. 22 第4章 AD公司RFID市场营销现状及问题分析 .........................24 4.1 AD公司介绍及RFID产品概述 .................24 4.1.1 AD公司介绍及产品应用概况 ............ 24 4.1.2 RFID概述及业绩分析 ......................... 26 4.2客户满意度调研及分析 ..............................29 4.2.1 客户满意度调研 .. 29 4.2.2 客户满意度分析 .. 30 4.3AD公司营销问题分析 .34 4.3.1 客户关系不紧密 .. 34 4.3.2 市场反应速度慢 .. 35 4.3.3 不重视与客户的互动关系 .................. 36 4.3.4 不注重营销回报 .. 36 第5章基于物联网环境的AD公司4R营销策略解决方案 ...........38 5.1基于物联网的关联策略 ..............................38 5.1.1专业化产品开发 ... 38 5.1.2树立品牌影响力 ... 39 5.2基于物联网的反应策略 ..............................40 5.2.1便利销售渠道 ....... 40 5.2.2提高产品质量 ....... 41 5.3基于物联网的关系策略 ..............................41 5.3.1建立CRM系统 .... 41 5.3.2紧密联系客户 ....... 42 5.4基于物联网的回报策略 ..............................43 5.4.1 满足供货需求 ...... 43 5.4.2提高产品性价比 ... 44 第6章 AD公司营销策略实施的保障 ............45 6.1资源保障 ......................45 6.1.1人才保障 ............... 45 6.1.2资金保障 ............... 46 6.1.3文化建设保障 ....... 46 6.2信息技术保障 ...............47 6.2.1 信息系统保障 ...... 47 6.2.2 营销渠道保障 ...... 48 第7章 结论 ......................49 7.1基本结论 ......................49 7.2展望 ..............................50