随着互联网技术的发展，基于互联网技术支撑的智能家居应运而生，并逐步深入人们 的日常生活，提升了人们的生活品质。由于智能家居市场利润庞大，很多企业蜂拥而至， 市场竞争日益激烈。如何造极、开拓及稳固目前企业的市场份额，制定科学的，有效的， 完善的营销策略是每个企业所面临的主要研究内容和严峻挑战。 全球 500 强的苏宁公司是本文的研究对象，通过简述企业基本概况以及智能家居产品 发展成效，并在智能家居产品营销相关概念及理论的基础上，对企业营销环境进行分析， 包括：宏观环境分析、行业环境分析和竞争环境分析。接着以 STP 营销理论为主要线索， 围绕 4P 营销理论对营销策略进行深入分析，运用 4P 营销理论分析产品、价格、渠道和促 销策略，并发现市场营销存在的问题，最后提出推进营销策略实施的保障措施，保障产品 营销组合策略的实行。 本文认为，目前智能家居市场营销具有良好的政策支持，发展前景好，机遇多，但也 面临严峻挑战。SN 企业虽已在智能家居领域布局多年，优势明显，但仍面临多种问题，如： 智能产品种类单一，产品研发实力较弱，产品成本高，价格定价过高，缺乏差异性、营销 渠道单一，网络渠道应用不足等。本文认为，SN 企业市场营销策略，应该从产品、价格、 渠道和促销四个维度，对智能家居产品进行全面升级，打造完整的智能家居生态链。产品 维度，凭借互联网思维，采用“高质价比”方式及“孵化+投资”的策略由近及远向周边 产品、智能家居不断延伸产品线，打造物联网生态体系。技术维度，重视专利保护、加大 研发力度、提高创新能力。渠道维度，“苏宁小店”线下体验店与“苏宁易购商城+极物 有品”线上电商平台，形成线上线下互通的新零售模式。商业模式上，“ BIU+生态联盟” 模式通过低的净利润的模式，延长用户生命周期来获取更多服务和内容方面的附加增值需 求，建立独特的商业模式。 关键词：智能家居；营销策略；4P 营销理论；STP 理论II Abstract With the development of Internet technology, smart homes based on Internet technology have emerged at the historic moment, and gradually penetrate into people's daily life, improving people's quality of life. Due to the huge profits of the smart home market, many companies have flocked to the market and the market competition is becoming increasingly fierce. How to develop and stabilize the current market share of enterprises, and develop scientific, effective and perfect marketing strategies are the main research content and severe challenges faced by each enterprise. The top 500 Suning companies in the world are the research object of this article. They briefly describe the company's basic profile and the development effectiveness of smart home products. Based on the concepts and theories of smart home product marketing, the company's marketing environment analysis, which mainly reflects Aspects: macro environment analysis, industry environment analysis and competitive environment analysis, followed by STP marketing theory as the main clue, in-depth analysis of marketing strategies around 4P marketing theory, using 4P marketing theory to analyze product, price, channel and promotion strategies, and found Problems in marketing, and finally promote the implementation of marketing strategies to ensure the implementation of product marketing mix strategy. This article believes that the current smart home marketing has good policy support, good development prospects, many opportunities, but also faces challenges. Although SN companies have been deployed in the field of smart home for many years and have obvious advantages, they still face a variety of problems: such as the single type of smart products, weak product research and development strength, high product costs, high price pricing, lack of differentiation, and single marketing channels. Insufficient application of network channels. This article believes that the marketing strategy of SN enterprises should comprehensively upgrade smart home products from the four dimensions of product, price, channel and promotion to create a complete smart home ecological chain. Product dimensions, relying on Internet thinking, adopting the "high quality-price ratio" method and "incubation + investment" strategy from near and far to peripheral products and smart homes continue to extend product lines to create an IoT ecosystem. In the technical dimension, we attach importance to patent protection, increase research and development, and improve innovation capabilities. In the channel dimension,III the “Suning Small Store” offline experience store and the “Suning Tesco Mall + Jiwu Youpin” online e-commerce platform form a new retail model of online and offline communication. In terms of business models, the "BIU + Ecological Alliance" model establishes a unique business model through a low net profit model that extends the user's life cycle to obtain additional value-added requirements in terms of services and content. Key words: smart home; marketing mix strategy; 4P marketing theory; STP theoryIV 目录 摘要..................................................................................................................................................I 一、绪论.........................................................................................................................................1 （一）选题背景及研究意义.................................................................................................1 1.选题背景.....................................................................................................................1 2.研究意义.....................................................................................................................2 （二）国内外研究综述.........................................................................................................2 1.国外研究现状和水平.................................................................................................2 2.国内研究现状和水平.................................................................................................4 3.文献述评.....................................................................................................................6 （三）研究内容和研究方法.................................................................................................7 1.研究内容.....................................................................................................................7 2.主要的研究方法.........................................................................................................7 （四）创新点和不足.............................................................................................................8 1.创新点.........................................................................................................................8 2.不足之处.....................................................................................................................8 二、智能家居产品营销相关概念及理论基础.............................................................................9 （一）智能家居产品定义与分类.........................................................................................9 1.智能家居产品定义.....................................................................................................9 2.智能家居产品分类.....................................................................................................9 3.智能家居产品用途...................................................................................................10 （二）智能家居产品营销相关概念...................................................................................10 1.智能家居产品绿色营销的概念...............................................................................10 2.智能家居产品绿色营销的特点...............................................................................11 （三）智能家居产品营销相关理论基础...........................................................................11 1.STP 营销理论............................................................................................................11 2.4P 营销理论..............................................................................................................12 （一）SN 企业基本概况.........