对于营销渠道的建设和管理，是企业营销管理的一项重要内容，关系到企业
能否成功地将产品打入市场、满足目标市场的需求、扩大产品销售、获得可持续
的竞争优势。当今的市场环境，要获得持续的竞争优势越来越困难，营销渠道的
建设和管理在企业中的地位也越发的重要，它已逐渐被看成是企业获取竞争优势
的一个战略要素，在这样的市场环境下，也正值 ZXLW 公司正逐步开拓自身的全
国渠道网络之际，作为身处其中的一员，选取了 ZXLW 公司在东北地区安防产品
的营销渠道建设问题为研究对象，总结 ZXLW 公司安防产品的营销现状，渠道现
状和发展状况，分析发展中遇到的阻碍，和导致困难的不足及其原因，研究并制
定 ZXLW 公司安防产品东北地区的渠道市场营销策略和实施保障。在研究中，不
仅可以对当下的公司工作开展提供理论指导，指明发展方向和目标，对从事安防
产品生产和渠道营销行业的其他企业也有一定的参考价值和借鉴意义，相信本文
对对相关领域的营销渠道研究也有较强的理论意义。
关键词：
营销策略，安防，渠道，ZXLW 公司
ABSTRACT
In recent years, the market competition of the domestic security monitoring
product is fierce, the major international brands, such as Honeywell, Bosch, Pelco,
Panasonic, Sony and other high-end market has much to offer, channel strength in the
country is also very strong; At the same time, The famous companies such as
Hikvision, Dahua, H3C, Jin Sanli, Yaan, and other enterprises also added to the ranks
of competitive race according to the characteristics of their own advantages , the
category of the products is abundant from high-end to low-end , and have a strong
competitive force in the domestic customer base, the infighting led to the decrease in
the profits of the whole industry, the products prices decline and transparency gradually,
competition has been upgraded from the multiple levels of brand, technology, service,
price, channels, the companies must strengthen themselves from these areas in order
to come to the fore gradually. The ZXLW company was into the security market
independently since 2005 , there has been many outstanding performances in the
cooperation with telecom operators and in the construction of the National Safe City
projects, and in public security、military、transportation、energy、 water conservancy、
finance、 education、 medical treatment and other industries has gotten acceptances
from the Users. The development of the international market is more mature, ZXLW
company has entered into high-end market of the European successfully. We have built
Marseille smart city project in 2011, and also had extensive experience in project
construction in Africa. Because of the rapid development of industry projects and the
building needs of national social security, ZXLW company needs to extend the
products to the greater market, and cooperation with the regional channels. This
requires a development strategy with suitable marketing channels.
The construction and management of marketing channels is an important element
of the marketing management for the enterprise, it relate to the enterprise make the
products into the market successfully or not. In today's market environment, it is more
and more difficult to obtain a sustainable competitive advantage, the status of the
construction and management of marketing channels in the enterprise is increasingly
important, it has been viewed as a strategic element to obtain a competitive advantage
increasingly. In this market environment, ZXLW company is opening up its own
national channel network gradually, precisely because of this reason, we select the
marketing channel construction issues about security products of ZXLW company in
the Northeast region as the research object. We summed the status quo of the marketing
about the security products of ZXLW company , and analysed of the obstacles in the
development that we have encountered, Research and develop the channel marketing
strategy about security products of ZXLW company in the northeastern region. In the
study, it can not only provide theoretical guidance for this work, but also believe that it
have a strong theoretical significance in the marketing channels of related fields.
Key words：
Marketing strategy，Security，Channel，ZXLW company
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