Research On Marketing Strategy Of Tyco Security Products In China Market

With the improvement of living standards and family property, the increase in serious crime of burglary in the form led to the warming of the home security market. The home security market is a mature market in foreign countries, according to statistics,70 percent of home users have installed the home burglar alarm system. This industry is a new blue ocean market in China, With the warming of the home security market, Some domestic small and medium enterprises have begun to penetrate the domestic security market, And have developed a number of security products for family use.Tyco is the world's leading electronic security and anti-theft alarm service providers, Occupy the largest market share of the home security market, Is the home security market leader, Already in the home security market has formed a certain degree of competitiveness and visibility. Against the current market competition environment, To develop the company's marketing mix strategy, How to improve the marketing ability of the company, To speed up the development of the company's business has important significance.This paper will use PEST macro environment analysis method, Michael Porter's five forces competitive environment analysis method,SWOT analysis method to conduct External and internal environment analysis.At the same time use the STP analysis company market segment, target market and market positioning is analyzed. And then formulate the marketing mix strategy of the company's home security business:Product portfolio strategy,Channel strategy,Promotion strategy and Price strategy.