-I- 摘要 随着移动互联网技术的快速发展，人们在室内环境中度过时间的增多，对于 室内定位的需求也在增多，除了大众熟悉的WIFI、红外线、ZigBee等定位技术， 基于无线网络的UWB超宽带定位技术这几年也呈现了快速发展的势头，具有很 大的市场发展前景。本文的主要研究意义在于指导企业如何在竞争异常激烈的经 济形势下保持竞争优势，不被市场所淘汰。 本文从B公司超宽带室内定位技术在电力行业中的实际应用出发，逐步展 开分析。首先深入B公司内部，对B公司的经营现状和现行营销策略进行了详 细阐述，并针对B公司的渠道政策、产品、售后服务等方面的具体问题展开了 调研诊断。接着对国内室内定位市场的营销环境进行PEST分析，基于五力模型 对室内定位市场进行了行业分析，并对主要竞争对手进行了详细分析。然后对B 公司聚焦电力行业的机会与优势做了详细分析，接着在针对电力行业SWOT分 析的基础上，提出了B公司面向电力行业的营销策略。最后从组织保障、财力 保障和人员保障三个方面提出了营销策略的实施保障。 本文的研究意义在于完善B公司的现行营销策略，提升其在电力行业的整 体竞争力。本文的研究成果不仅对其他同类企业提供有益的参考，而且还为其他 处于类似环境下的企业能有所借鉴。 关键词：室内定位系统；电力行业；营销策略 Abstract -III- Abstract With the rapid development of mobile internet technology, people spend more time in indoor environment, and the demand for indoor positioning is also increasing. In addition to WIFI, infrared, ZigBee and other positioning technologies familiar to the public, UWB positioning technology based on wireless network has also shown a rapid development momentum in recent years, which has a great market development prospect. The main research significance of this paper is to guide enterprises how to keep competitive advantage and not be eliminated by the market. Based on the practical application of B company's ultra-wideband indoor positioning technology in the power industry, this paper analyzes step by step. Firstly, go deep into B company, B company's operating status and current marketing strategy are described. At the same time, the paper makes an investigation and diagnosis on the channel policy, products, after-sales service and other specific problems of B company. Secondly, it analyzes the marketing environment of domestic indoor positioning market by PEST analysis, analyzes the industry of indoor positioning market based on five forces model, and analyzes the main competitors in detail. Then it analyzes the opportunities and advantages of focusing on the electric power industry of B company in detail. Then, based on SWOT analysis of the electric power industry, it puts forward the marketing strategy of B company for the electric power industry. Finally, through organizational guarantee, financial guarantee and human guarantee to ensure the implementation of marketing strategy. The important research significance of this thesis was to improve B company current marketing strategy and enhance its overall competitiveness. The research provided useful reference for other similar enterprises and many analytical ideas for other industries’ enterprises in similar environment. Keywords: UWB; Electric Power Industry; Marketing Strategy 目 录 -V- 目 录 摘要 ............................................................................................................................. I Abstract ........................................................................................................................ III 第1章 绪论 ................................................................................................................ 9 1.1 研究背景 ......................................................................................................... 9 1.1.1 室内位置服务市场潜力巨大 .............................................................. 9 1.1.2 室内定位行业竞争日益加剧 ............................................................ 10 1.1.3 B公司现行营销策略难以为继，亟待创新 ..................................... 11 1.2 研究的意义与方法 ....................................................................................... 11 1.2.1 研究的意义 ........................................................................................ 11 1.2.2 研究的方法 ........................................................................................ 12 1.3 研究内容与技术思路 ................................................................................... 12 1.3.1 研究的主要内容 ................................................................................ 12 1.3.2 研究的技术路线 ................................................................................ 13 第2章 相关理论与分析方法 .................................................................................. 16 2.1 营销组合理论 ............................................................................................... 16 2.2 目标市场战略理论 ....................................................................................... 17 2.3 PEST分析法 ................................................................................................. 18 2.4 五力分析模型 ............................................................................................... 18 2.5 SWOT分析法 ............................................................................................... 19 2.6 本章小结 ....................................................................................................... 20 第3章 B公司营销策略现状与问题诊断 .............................................................. 22 3.1 B公司概况 .................................................................................................... 22 3.1.1 公司创建与发展 ................................................................................ 22 3.1.2 UWB的概念及应用领域 .................................................................. 22 3.1.3 业务架构与目标客户 ........................................................................ 24 3.1.4 行业地位与影响力 ............................................................................ 26 3.2 B公司营销策略现状 .................................................................................... 28 3.2.1 产品线及其特点 ................................................................................ 28 3.2.2 产品定价策略 .................................................................................... 30 3.2.3 采用的销售渠道模式 ........................................................................ 32 北京工业大学工商管理硕士学位论文 -VI- 3.2.4 品牌传播与销售促进方式 ................................................................ 35 3.3 B公司营销问题的调研诊断 ........................................................................ 36 3.3.1 调研设计 ............................................................................................ 36 3.3.2 调研实施过程 .................................................................................... 37 3.3.3 调研结果统计与主要发现 ................................................................ 38 3.3.4 B公司营销方面存在的问题 ............................................................. 46 3.4 本章小结 ....................................................................................................... 48 第4章 国内室内定位产品的营销环境与竞争分析 .............................................. 50 4.1 国内室内定位产品营销环境的PEST分析 ............................................... 50 4.1.1 政治环境 ............................................................................................ 50 4.1.2 经济环境 ............................................................................................ 51 4.1.3 社会环境 ............................................................................................ 52 4.1.4 技术环境 ............................................................................................ 53 4.2 基于五力模型的行业竞争分析 ................................................................... 54 4.2.1 行业竞争者的竞争状况 .................................................................... 54 4.2.2 新进入者的威胁 .........................