EMBA学位论文作者：王毅
安鑫公司门控设备产品营销策略优化研究
安鑫公司门控设备产品营销策略优化研究
中文摘要
随着现代化社会的到来，我国已经加大了建设智慧城市的力度，所以，许多
城市都增加了智能建筑，当这种建筑越来越多的时候，就会对科学技术提出更高
的要求，同时对智能的设备需求越来越大。作为建筑和生活场所的出入口，自动
门是必不可少的一部分。安鑫门控公司是深圳一家自动门和门禁设备的代理商。
自从 2016年成立以来，主要为写字楼，办公区域，银行和商场等公共场所建筑
的出入口，提供自动门的销售，生产和安装服务。并且和当地一些企业和装饰设
计公司达成合作伙伴关系。
但是作为一家传统行业的销售型公司。在经营过程中也存在着很多问题：由
于产品技术门槛较低，所以在市场中会面临着产品同质化，市场竞争激烈等问题，
这些问题也会导致公司对客户的议价能力差，从而会进一步削弱了公司的盈利能
力。同时由于公司的营销渠道和促销策略相对比较传统，网络方面的渠道和策略
也需要更新和拓展。所以导致了公司销售量的增长缓慢、利润和业绩下滑等问题。
为了解决这些存在的问题，营销策略的优化就成了必不可少的重要的部分。
本篇文章是以安鑫公司所代理的门控设备产品和生产的门控产品为例，通过
理论联系实际的研究方法，对安鑫公司目前销售的产品进行分析，对目前的营销
现状进行分析，对营销中存在问题进行归纳总结，对问题背后的原因总结分析。
在此基础上对营销环境进行分析，对竞争对手营销策略进行分析，同时分析客户
特征和需求，对市场定位进行分析。最后优化公司营销策略，在产品、价格、渠
道、促销策略四个方面提出优化对策。同时通过人员制度、资金、公司文化支持、
技术支持、风险防范这五个方面提出保障措施，支持营销策略优化的实施落地。
笔者写这一篇文章的目的主要是希望可以将所学的知识运用到实践。通过分
析市场，分析产品，分析竞品的基础上，优化营销策略，最后增加公司产品销售
额。除此之外，在客观层面上，还是希望本篇文章能够在自己所在企业的发展过
程中，能起到一定的帮助和改善作用，达到提升市场份额和公司销售额的目的，
最终实现产品销量和产品利润率双双提升的良好效果。通过本文的研究分析，也
可以帮助许多中小型的销售导向的企业能立足于市场，提升销量。
关键词：门控设备，网络营销，营销策略
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EMBA学位论文作者：王毅
安鑫公司门控设备产品营销策略优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF DOOR CONTROL EQUIPMENT
PRODUCT OF AnXin COMPANY
Abstract
With the advent of modern society, my country has increased its efforts to build
smart cities. Therefore, many cities have added smart buildings. When there are more
and more such buildings, higher requirements for science and technology will be put
forward. At the same time, the demand for smart devices is increasing. As the
entrance and exit of buildings and living places, automatic doors are an essential part.
Anxin Door Control Company is an agent of automatic doors and access control
equipment in Shenzhen. Since its establishment in 2016, it mainly provides sales,
production and installation services of automatic doors for the entrances and exits of
public buildings such as office buildings, office areas, banks and shopping malls. And
it has reached a partnership with some local enterprises and decoration design
companies.
But as a sales company in a traditional industry. There are also many problems in
the operation process. Due to the low technical threshold of products, there will be
problems such as product homogeneity and fierce market competition in the market.
These problems will also lead to the company's poor bargaining power with customers,
which will lead to further weakened the company's profitability. At the same time,
there will be problems such as rough sales model in daily operation and slow growth
of the company's sales volume. In order to solve these existing problems, the
optimization of marketing strategies and the development of the Internet side have
become an indispensable and important part.
This article takes the door control equipment products and door control products
produced by Anxin Company as an example. Through the research method of
combining theory with practice, it analyzes the products currently sold by Anxin
Company and the current marketing status. , Summarize the problems in marketing,
and summarize and analyze the reasons behind the problems. On this basis, it analyzes
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EMBA学位论文作者：王毅
安鑫公司门控设备产品营销策略优化研究
the Internet marketing environment, analyzes the marketing strategies of competitors,
analyzes customer characteristics and needs, and analyzes market positioning. Finally,
optimize the company's marketing strategy, and propose optimization strategies in
four aspects: product, price, channel, and promotion strategy. At the same time,
through the five aspects of personnel system, capital, corporate culture support,
technical support, and risk prevention, safeguard measures are put forward to support
the implementation of marketing strategy optimization.
The purpose of the author writing this article is mainly to hope that the
knowledge learned can be applied to practice. By analyzing the market, analyzing
products, and analyzing competing products, optimize the marketing strategy, and
finally increase the company's product sales. In addition, on an objective level, I still
hope that this article can play a certain role in improving the development of my own
company, so as to achieve the purpose of increasing market share and company sales,
and finally achieve product sales. And the good effect of both improving product
profit margins. Through the research and analysis of this paper, it can also help many
small and medium-sized sales-oriented enterprises to gain a foothold in the market
and increase their sales.
Key words: Gating equipment, internet marketing, marketing strategy
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