Research Of The Target Market Strategy And Marketing Strategy Of DaHua Corporation

In recent years,the news about world social public safety accidents occurred around the world can be heard without end,and the events about international social security continue to emerge.Then public safety issues have caused the attention of governments.In China,it has been proposed by government to construct "safe city" and "intelligent city".At the same time,with the improvement of living standards,safety awareness of enterprises and the public is increasing,which has brought unprecedented opportunities to the development of security companies.But the development of Internet technology and artificial intelligence and the intervention of Internet enterprises and IT enterprises also put forward new requirements for the development of security enterprises in the new era.In this new era filling with opportunity and challenge,ZHE JIANG DA HU A TECHNOLOGY CO,LTD(DH),as the leading enterprise of security industry,should deal with the new requirements.This article tries to find the answer for it.The paper adopts the method of literature analysis and comparative analysis.Firstly,the background of the development of DH were analyzed,using PEST tools to make a deep understanding about the DH in the political,economic,social and technological environment.Next,applying the SWOT analysis model to discover the strengths,weaknesses,opportunities and threats of DH.Through analysis,we know that DH's advantages lie in its industry status,tax preferences,R&D and so on.At the same time,it also has problems in products,sales,personnel and operation.Then,we use the target market strategy analysis tool to segment the market faced by DH,analyze and select the target market and make precise market positioning for its products.First,the market is divided according to the main body of customers,regional market and product demand level.Next,it is sure to make clear that we should do well in some provinces,where the industry market should be done well while taking account of the civilian market and the counter-terrorism demand.Finally,because DH is "the leading hardware products suppliers to provide security monitoring software and for service providers to solve the problem",it is supposed to develop innovative products and excellent industry solutions through continuous investment in R&D to keep its leading industry.Next,on the basis of comprehensive and integrated analysis of the existing marketing strategy and tactics of DH,the paper puts forward the 4P marketing strategy of DH.On the aspect of product,enriching the product line,mastering the core technology,increasing investment in research to develop new products,developing more safe and effective solutions for the industry,and actively promote the combination of security products and the Internet of things to enter the market of network monitoring platform in advanced.On the aspect of price,adopting channel differential pricing strategy,pricing strategy and the difference between the number of bundles pricing strategy.On the aspect of channel,putting forward the channel giving consideration to both traditional indirect marketing channel and the direct marketing channels at the same time,On the aspect of promotion,it is supposed to take in security products Expo,offer product promotion,advertise by television network and make oriented publicity strategy for different industry.Finally,the paper proposes the implementation of security marketing strategy of DH,including the implementation of lean management,the increase of the technological innovation investment,the optimization of the integration of human resources,the enrichment of marketing system,and the strengthen of the construction of enterprise culture and so on.