I 摘要 所谓智能家居是泛指通过物联网的技术将建筑环境中的各种设备如照明、窗帘、 安防、音频影院、网络家电等通过控制系统实现多功能自动化控制的系统集成。随着 科技的不断进步以及社会的不断发展，至今人民生活已基本解决温饱问题，开始注重 生活品质，因此安全、舒适、便捷、可控的生活被大众所追逐，智能家居发展也因此 具有较大的潜力。HB 是一家智能家居公司，是以智能家居控制系统为主要产品的供 应商。该公司位于广州，在 2012 年开始着手经营该项目，在市场具有一定的地位，但 产品繁杂，市场纷乱，所以该公司在企业运营以及产品营销方面带来机遇的同时也带 来了挑战，这就需要 HB 公司要不断地根据市场情况、公司自身发展情况以及产品的 特殊性对营销活动进行一定的管理修正，从而拓宽营销渠道，稳固市场地位。 本文首先运用了波特五力模型以及 PEST 分析法对 HB 公司的宏微观环境以及企 业的营销进行了分析，论述了一个企业的外部环境对于企业的营销战略起着很重要的 客观影响；又运用了 SWOT 分析法找出了公司的优劣势，以及所面临的机遇与挑战， 通过以上分析为 HB 公司营销策略提供了一定的战略依据。通过以上整体分析后运用 营销学 STP 方法进行市场细分，从最初的目标市场选择到最后的市场定位，将智能家 居控制系统的目标客户群体锁定在 20-50 岁的中高产阶级，注重品质化生活的消费人 群，通过问卷调查了解到 30-40 岁为购买主力军。由于智能家居的外部市场环境在不 断的变化，技术含量也在以惊人速度提高，对于调整产品自身，拓宽营销渠道，提高 客户满意度成为了营销策略制定的重难点。 本文以 HB 智能家居营销公司为研究对象，深入分析了 HB 公司智能家居营销现状及 在营销过程中存在的问题，进而从产品品质、产品价格、产品营销渠道、产品促销方 式四个方面提出了适合 HB 公司实际操作且从消费者需求角度出发的 4Ps 营销策略。 为了保证营销策略的顺利实施，进而制定了 HB 公司智能家居营销策略实施保障措施， 为 HB 公司构建适合本公司智能家居的营销策略有一定的参考价值。 关键词 智能家居 HB 公司 营销策略河北大学硕士学位论文 II Abstract The so-called smart home refers to the system integration of various equipment such as lighting, curtains, security, audio theaters, and network appliances in the building environment through the Internet of Things technology to achieve multi-functional automatic control through control systems. With the continuous development of science and technology and the continuous progress of society, the people's lives have basically solved the problem of food and clothing and began to pay attention to the quality of life. Therefore, safe, comfortable, convenient and controllable life has been chased by the public, and the development of smart homes has thus become larger. Potential. HB is a smart home company that uses smart home control systems as its main product supplier. The company started operating the project in Guangzhou in 2012, occupying a certain market, but the products are complicated and the market is chaotic. The operation and marketing of the company not only brings opportunities but also challenges. This requires HB companies to manage marketing activities according to the market conditions, the company's own development conditions, and the characteristics of the product, thus broadening sales channels. Secure market position. Firstly, this paper analyzes the marketing of HB's macro and micro environment by using the Porter Five Forces model and PEST analysis method, and discusses that the external environment of an enterprise plays an important role in the marketing strategy of an enterprise. The SWOT analysis method is also used to find out the advantages and disadvantages of the company and the opportunities and challenges it faces. Through the above analysis, it provides a certain strategic basis for HB's marketing strategy. After the above overall analysis, the marketing method STP was used to segment the market, and from the initial target market selection to the final market positioning, the target customer group of the intelligent home control system was locked in the 20-50 years old, and the high-yielding and quality-oriented consumer population., Through the design survey questionnaire, we learned that 30-40 years old is the main force for purchasing. As theAbstract III external market environment of intelligent home is constantly changing, the technology content is also increasing at an amazing speed. It has become a difficult point for adjusting the product itself, widening sales channels, and improving customer satisfaction. Based on HB company as the research object, intelligent household camp in-depth analysis of the smart home marketing present situation and existing problems of HB company, illustrate the smart home marketing existence question, and the product quality, product prices, product sales channels, product promotion way four aspects put forward practical and suitable for HB company from the perspective of consumer demand of the 4 ps marketing strategy. Finally, this paper also puts forward a series of safeguard measures to implement the marketing strategy of HB company's smart home, as well as the expectation and prospect of the marketing of HB company's smart home. Through the research of this paper, it provides some ideas for the marketing development of HB smart home company, and provides theoretical basis and practical reference and reference for HB company to construct the marketing strategy suitable for the company's smart home. Key words Smart home HB Company marketing strategy河北大学硕士学位论文 IV 目 录 第一章 绪 论........................1 1.1 研究背景 .................... 1 1.2 研究目的和意义 ........ 3 1.2.1 研究目的 ........... 3 1.2.2 研究意义 ........... 4 1.3 国内外相关研究现状 4 1.3.1 国外研究现状 ... 4 1.3.2 国内研究现状 ... 5 1.3.3 国内外研究综述 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 1.4.3 研究框架............ 8 1.5 创新点 ........................ 9 第二章 相关理论概述.......10 2.1 智能家居相关理论概念界定 ................. 10 2.1.1 智能家居概念界定 ........................ 10 2.1.2 智能家居分类 . 10 2.2 相关理论基础........... 11 2.2.1 波特五力模型.. 11 2.2.2 PEST 分析法.... 11 2.2.3 SWOT 分析法.. 12 2.2.4 STP 理论 .......... 12 2.2.5 4PS 营销策略 ... 13 第三章 HB 公司智能家居营销现状及存在问题..........................14目 录 V 3.1 HB 公司简介............. 14 3.2 HB 公司营销现状..... 15 3.2.1 产品现状 ......... 15 3.2.2 产品价格现状 . 15 3.2.3 营销渠道现状 . 15 3.2.4 促销策略现状 . 16 3.3 HB 公司营销中存在问题........................ 17 3.3.1 产品存在问题 . 17 3.3.2 价格上存在问题 ............................ 18 3.3.3 营销渠道存在问题 ........................ 18 3.3.4 促销策略方面存在问题 ................ 19 第四章 HB 公司智能家居营销环境分析.......21 4.1 HB 公司智能家居的波特五力分析........ 21 4.1.1 供应商讨价还价能力 .................... 21 4.1.2 购买者的讨价还价能力 ................ 22 4.1.3 潜在竞争者进入能力 .................... 22 4.1.4 替代品的替代能力 ........................ 22 4.1.5 行业内竞争者现在的竞争能力 .... 23 4.2 HB 公司智能家居的 PEST 分析 ............ 23 4.2.1 政治因素分析 . 23 4.2.2 经济因素分析.. 23 4.2.3 社会因素分析.. 24 4.2.4 技术因素分析.. 24 4.3 HB 公司智能家居的 SWOT 分析 .......... 24 4.3.1 HB 公司内部的优势分析............... 24 4.3.2 HB 公司内部的劣势分析............... 25 4.3.3 HB 公司外部的机会分析............... 26 4.3.4 HB 公司外部的威胁分析............... 27河北大学硕士学位论文 VI 4.4 本章小结 .................. 28 第五章 HB 公司智能家居产品营销策略.......29 5.1 HB 公司智能家居产品 STP 营销策略... 29 5.1.1 市场细分 ......... 29 5.1.2 目标市场.......... 30 5.1.3 市场定位.......... 30 5.2 HB 公司智能家居产品 4PS 营销策略.... 31 5.2.1 产品策略 ......... 31 5.2.2 价格策略 ......... 32 5.2.3 渠道策略 ......... 33 5.2.4 营销策略 ......... 34 5.3 本章小结 .................. 35 第六章 HB 公司智能家居营销实施保障措施..............................36 6.1 人才保障 .................. 36 6.2 服务保障 .................. 37 6.3 企业政策保障 .......... 37 6.4 企业文化保障 .......... 37 6.5 本章小结 .................. 38 第七章 结论与展望.........40 7.1 结论 .......................... 40 7.2 不足与展望 .............. 41