I 摘要 随着生物识别技术应用的快速推进，虹膜识别产品已经成功应用于矿山、公检法、 建筑、金融银行、赛事安保、区域安防、教育考试、移动终端、社保政务、互联网安 全等各大领域。北京Y公司作为一家虹膜产品的供应商，主要的客户是各大手机、电 脑等电子产品的厂商，以及用于采购楼宇安全认证、各大政府机关公司的考勤机、银 行安全认证等企事业单位等。近年来，北京Y公司虹膜产品营销虽订单不断增加、销 售业绩不断增长，但产品竞争日趋激烈，逐步从卖方市场向买方市场转变，因而，如 何制定正确的营销策略，以确保该公司在日趋激烈的市场竞争条件下求生存、谋发展， 不仅重要，而且迫切。 对北京Y公司虹膜产品市场营销策略的研究，运用了文献法、定性法和调查（案 例）分析法进行归纳总结。本文首先介绍了研究选题的背景和意义，理论基础，研究 方法、研究内容、研究路线等，为本文的深入研究提供背景和理论依据。其次，介绍 了北京Y公司的情况和以及虹膜产品的经营状况，总结了北京Y公司虹膜产品在产品、 价格、渠道和促销方面的现状，并深入剖析存在的问题。然后，运用pest分析法分 析了公司政治、经济、社会、技术所处的宏观环境，Porter的五力模型用于分析公 司面临的竞争环境，运用SWOT分析法对北京Y公司虹膜识别产品的外部机会、外部 威胁、内部优劣势进行了全面剖析。在以上的具体分析基础之上，结合北京Y公司的 经营状况，提出了北京Y公司虹膜产品的市场营销策略。在产品方面，在营销组合策 略上，产品策略主要是开展高质量个性化服务、分层满足客户需求；价格策略是根据 市场需求制定优质适合虹膜识别产品的定价策略、免费策略、竞争定价策略；渠道策 略是建议改进为直销为主代销为辅的销售模式、拓展网略销售渠道；促销策略是优化 传统促销策略，采取会议促销、人员推销策略、加大虹膜识别技术的宣传力度、扩大 媒体宣传力度。最后，本文提出了从组织、人员、资金、和制度四个方面为北京Y 公司虹膜产品在市场营销策略实施中的保障措施。 关键词：虹膜识别 营销策略 市场细分 Abstract II Abstract With the rapid development of biometric applications, iris recognition has been successively applied to various fields of mining, public security, construction, finance, banking, event security, education, examination, mobile terminal, social security, government affairs, and Internet security. Beijing Y company is a supplier for iris products, whose major customers include manufacturers of mobile phones, computers and other electronic products, as well as enterprises and public institutions for building safety certification, attendance machine, and bank security certification. In recent years, although the sales order and performance of iris products continuously increase, the product competition is becoming gradually fierce, which turns the company from sellers' market to buyer's market. Therefore, it is really important and urgent to design the correct marketing strategy to make the company survive and develop under the increasingly fierce market competition condition. This paper summarizes the marketing strategy of iris products of Beijing Y Company by using the methods of literature, qualitative analysis and investigation (case) analysis. Firstly, this paper introduces the background and significance of research topics, theoretical basis, research methods, research contents, research routes and so on, which provides the background and theoretical basis for the in-depth study of this paper. Secondly, it introduces the situation of Beijing Y Company and the operation of iris products, summarizes the current situation of Beijing Y Company’s iris products in terms of products, prices, channels and promotions, and deeply analyses the existing problems. Then, pest analysis is used to analyze the macro-environment of the company's politics, economy, society and technology. Porter's five-force model is used to analyze the competitive environment faced by the company. SWOT analysis is used to analyze the external opportunities, external threats, internal advantages and disadvantages of the iris products of Beijing Y Company. On the basis of the above specific analysis, combined with the operation conditions of Beijing Y Company, the marketing strategy of iris products of Beijing Y Company is put forward. In terms of products and marketing mix strategy, product strategy is mainly to carry out high-quality personalized service and meet customer needs at different levels; price strategy is to formulate high-quality pricing strategy, free pricing strategy and competitive pricing strategy according to market needs; channel strategy is to recommend improving the marketing model with direct sales as the main agent and expanding online sales channels; promotion strategy is to optimize the traditional promotion strategy, adopt meeting promotion personnel promotion strategy, increase the propaganda of iris recognition technology, and expand the media propaganda. Finally, this Abstract III paper puts forward the safeguard measures for the implementation of marketing strategy of iris products of Beijing Y Company from four aspects: organization, personnel, capital and system. Keywords: Iris Recongition，Marketing strategy，Market Segmentation 目录 目 录 摘要 .. I Abstract............................ II 1 绪论 ............................. 1 1.1 研究背景 .................. 1 1.2 研究目的和意义 ...... 1 1.2.1 研究目的 ....... 1 1.2.2 研究意义 ....... 3 1.3 国内外文献综述 ...... 4 1.3.1 国外研究现状 ............................. 4 1.3.2 国内研究现状 ............................. 6 1.4 研究内容及方法 ...... 7 1.4.1 研究内容 ....... 7 1.4.2 研究方法 ....... 8 1.5 论文研究路线 .......... 8 1.6 本章小结 .................. 9 2 相关概念和理论基础 .............................. 10 2.1 营销策略 ................ 10 2.1.1 市场营销的内涵 ...................... 10 2.1.2 营销策略的内涵 ...................... 11 2.2 营销策略的内容 .... 12 2.2.1 目标市场策略 ........................... 13 2.2.2 竞争策略 ..... 14 2.2.3 4P理论研究内容 ...................... 14 2.3 营销策略的分析方法 ............................ 15 2.3.1 PEST分析法 16 2.3.2 SWOT分析法 ............................ 17 2.4 本章小结 ................ 18 3 北京Y公司营销现状及问题分析 .......... 19 目录 V 3.1 北京Y公司简介 ... 19 3.2 北京Y公司虹膜产品营销现状 ........... 20 3.2.1 营销队伍 ..... 20 3.2.2 营销渠道 ..... 20 3.2.3 营销措施 ..... 21 3.3 北京Y公司虹膜产品营销问题分析 .... 21 3.3.1 营销策略定位不清晰 ............. 21 3.3.2 缺乏完善的品牌规划、品牌宣传力度不够 ... 22 3.3.3 缺乏有效的市场调研 ............. 23 3.3.4 价格优势不明显 ...................... 24 3.3.5 缺乏有效的沟通 ...................... 24 3.3.6 销售人员的能力有待提高 .... 24 3.3.7 资金少，融资困难 .................. 25 3.4 本章小结 ................ 25 4 北京Y公司虹膜产品营销环境分析 ...... 26 4.1 北京Y公司宏观环境分析 ................... 26 4.1.1 政治法律环境 ......................... 26 4.1.2 经济环境 ... 26 4.1.3 社会环境 ... 27 4.1.4 技术环境 ... 28 4.1.5 PEST分析结论 ........................ 28 4.2 北京Y公司微观环境分析 ................... 29 4.2.1 北京Y公司所在行业内的地位及能力分析 . 29 4.2.2 现有企业竞争分析 ................ 30 4.2.3 新进入者威胁 ......................... 30 4.2.4 替代品的威胁 ......................... 31 4.2.5 供应商讨价还价能力 ........... 31 4.2.6 购买者议价能力分析 ........... 32 4.2.7 五力模型分析结论 ................ 33 4.3 SWOT分析 ............. 33 4.3.1 优势分析 ... 33 4.3.2 劣势分析 ... 34 4.3.3 机遇分析 ... 35 目录 VI 4.3.4 威胁分析 ... 36 4.3.5 SWOT分析策略选择 .............. 38 4.4 本章小结 ................ 39 5 北京Y公司虹膜产品营销策略的制定 .. 40 5.1 STP战略分析 ......... 40 5.1.1 市场细分 ..... 40 5.1.2 目标市场选择 ........................... 42 5.1.3 市场定位 ..... 43 5.2 北京Y公司虹膜产品营销组合策略 .... 43 5.2.1 营销策略选择 ........................... 43 5.2.2 产品策略 ..... 44 5.2.3 价格策略 ..... 45 5.2.4 渠道策略 ..... 45 5.2.5 促销策略 ..... 46 5.3 北京Y公司虹膜产品营销策略的保障措施 ....................... 47 5.3.1 健全营销组织保障体系 ......... 47 5.3.2 优化人员结构健全人才机制 48 5.3.3 完善财务管理增强融资能力 49 5.3.4 加强管理机制畅通沟通渠道 49 5.3.5 提升品牌竞争力 ...................... 49 5.4 本章小结 ................ 50 6 结论与展望 ............... 51 6.1 结论........................ 51 6.2 展望........................ 52。。。