近年来在国家政策的支持下，安防产业飞速发展，政府、企业、机关、城市、 社区都纷纷配合国家的安全工作部署，得益于平安城市和智慧城市的打造，安防产 业始终保持高增长态势。A商贸公司作为安防行业中的一员，其在个人防护和刑事技 术产品方面的销售己经取得了一定的成就，但随着市场环境的不断变化，其固有的 传统营销策略已经无法满足企业发展以及市场环境的需求，必须通过营销手段的优 化调整，增强其市场竞争力，实现企业的长远发展。? 本文以A商贸公司市场营销策略为研究对象，采用理论与实际相结合的研究方 法，运用组织市场营销、市场营销战略、市场细分、目标市场定位、7Ps营销组合等 现代营销管理理论，就A商贸公司营销现状做了诊断和分析，发现公司现行营销存 在产品类型单一、定价缺乏灵活性、品牌效益下降、销售力量及渠道缺乏竞争力等 问题，原因主要是：应对市场变化公司营销策略滞后，调整不及时。针对存在的问 题，对市场进行细分明确了市场目标，系统提出了营销组合策略：从大范围基础设 备向核心科技自主研发的转型、运用综合因素决定产品定价、 直销与发展经销代理 并举、树立公司大品牌夯实单品小品牌、培养专业化人员、提供专业系统化服务等。? 关键词??市场营销；安防行业；策略；竞争环境? ? ? ? ? ? ? ? ? ? ? ? ? ? ? III Abstract In recent years, with the support of national policies, the security industry has been developing rapidly. The government, enterprises, institutions, cities and communities have all cooperated with the national security deployment. Thanks to the construction of safe cities and smart cities, the security industry has maintained a high growth trend. As a member of the security industry, A trading company has made certain achievements in the sales of personal protective products and criminal techniques. However, with the changes of market environment, inherent traditional marketing strategy is unable to meet the needs of enterprise development and the market environment. Therefore, it is necessary to enhance its market competitiveness and achieving the long-term development of the enterprise by optimizing the marketing strategy. Selecting A trading company as the research object, this paper adopts the research method of integrating theory with practice, and applies the organization marketing, marketing strategy, market segmentation, target market positioning and 7Ps marketing mix. With the diagnosis and analysis of A trading company current marketing situation, it has been found that the company present marketing has certain problems, such as, single product type, lack of flexibility in pricing, declining brand efficiency, lack of competitiveness in sales force and channels. The main reasons are the lagging response to market changes and the lagging adjustment. In view of the existing problems, the marketing mix strategy has been put forward, such as, the transformation from large-scale infrastructure to independent research and development of core technologies, using integrated factors to determine product pricing, combination of direct selling and distribution agents, setting up the company's large brand and tamping small product brand, training of professional personnel, and providing professional and systematic services. ? Key words Marketing; Security industry; Strategy; CompetitiveEnvironment ? ? ? ? ? V 目 录 摘要 ?????????????????????????????????????????????????????????????????????????????????????????????????? I Abstract ???????????????????????????????????????????????????????????????????????????????????????????????? II 第1章 绪 论 ?????????????????????????????????????????????????????????????????????????????????????? 1 1.1 研究背景和意义 ???????????????????????????????????????????????????????????????????????????? 1 1.2 研究现状 ????????????????????????????????????????????????????????????????????????????????????? 2 1.2.1 国外研究现状 ????????????????????????????????????????????????????????????????????????? 2 1.2.2 国内研究现状 ????????????????????????????????????????????????????????????????????????? 2 1.3 研究思路及方法 ???????????????????????????????????????????????????????????????????????????? 4 1.3.1 研究思路 ??????????????????????????????????????????????????????????????????????????????? 4 1.3.2 研究方法 ??????????????????????????????????????????????????????????????????????????????? 5 第2章 相关概念及理论 ?????????????????????????????????????????????????????????????????????????? 7 2.1 市场营销的相关概念 ?????????????????????????????????????????????????????????????????????? 7 2.1.1 市场营销的概念 ?????????????????????????????????????????????????????????????????????? 7 2.1.2 市场营销策略概念 ??????????????????????????????????????????????????????????????????? 7 2.1.3 PEST分析模型 ??????????????????????????????????????????????????????????????????????? 8 2.1.4 7P营销理论 ??????????????????????????????????????????????????????????????????????????? 9 2.1.5 SWOT分析方法 ????????????????????????????????????????????????????????????????????? 10 2.2 本章小结 ???????????????????????????????????????????????????????????????????????????????????? 11 第3章 A商贸公司市场营销环境分析 ??????????????????????????????????????????????????????? 13 3.1 宏观环境分析 ?????????????????????????????????????????????????????????????????????????????? 13 3.1.1 社会需求分析 ???????????????????????????????????????????????????????????????????????? 13 3.1.2 经济背景分析 ???????????????????????????????????????????????????????????????????????? 13 3.1.3 市场空间分析 ???????????????????????????????????????????????????????????????????????? 13 3.1.4 技术环境分析 ???????????????????????????????????????????????????????????????????????? 14 3.2 行业环境分析 ?????????????????????????????????????????????????????????????????????????????? 15 3.2.1 行业发展环境分析 ?????????????????????????????????????????????????????????????????? 15 3.2.2 行业竞争环境分析 ?????????????????????????????????????????????????????????????????? 17 3.3 本章小结 ???????????????????????????????????????????????????????????????????????????????????? 19 第4章 A商贸公司市场营销现状 ????????????????????????????????????????????????????????????? 21 4.1 A商贸公司简介 ??????????????????????????????????????????????????????????????????????????? 21 4.2 A商贸公司产品营销现状 ??????????????????????????????????????????????????????????????? 21 ? VI 4.2.1 经营范围 ?????????????????????????????????????????????????????????????????????????????? 22 4.2.2 产品的定价 ??????????????????????????????????????????????????????????????????????????? 22 4.2.3 营销模式 ?????????????????????????????????????????????????????????????????????????????? 22 4.2.4 经销产品的选择方式 ??????????????????????????????????????????????????????????????? 23 4.3 A商贸公司市场营销存在的问题 ?????????????????????????????????????????????????????? 23 4.3.1 市场营销在问题 ????????????????????????????????????????????????????????????????????? 23 4.3.2 造成问题的原因分析 ??????????????????????????????????????????????????????????????? 24 4.4 本章小结 ???????????????????????????????????????????????????????????????????????????????????? 26 第5章 A商贸公司市场营销策略制定 ??????????????????????????????????????????????????????? 27 5.1 SWOT分析 ????????????????????????????????????????????????????????????????????????????????? 27 5.1.1 优势分析 ?????????????????????????????????????????????????????????????????????????????? 27 5.1.2 劣势分析 ?????????????????????????????????????????????????????????????????????????????? 27 5.1.3 机遇分析 ?????????????????????????????????????????????????????????????????????????????? 28 5.1.4 威胁分析 ?????????????????????????????????????????????????????????????????????????????? 30 5.2 A商贸公司市场营销策略目标 ????????????????????????????????????????????????????????? 31 5.3 A商贸公司市场营销策略STP定位 ??????????????????????????????????????????????????? 31 5.3.1 市场细分 ?????????????????????????????????????????????????????????????????????????????? 31 5.3.2 目标市场 ?????????????????????????????????????????????????????????????????????????????? 33 5.3.3 市场定位 ?????????????????????????????????????????????????????????????????????????????? 34 5.4 A商贸公司市场营销组合策略的制定 ????????????????????