Marketing Strategy Of AJ Company's Intelligent Security Access Control System

The "new economy" has swept the world with the rapid development of the third time scientific and technological revolution,information technology and economic globalization are changing quickly.Application of “Internet +”,“Artificial Intelligence” and “Internet Of Things” provide infinite possibilities for the upgrades of traditional industries.At the 18 th national congress of the Communist Party of China(CPC),the principal contradiction in Chinese society at the present stage is the contradiction between the people's growing needs for a better life and unbalanced and inadequate development.People's demand for a better life covers all aspects.Safer and smarter products have become the new "demand".In such background,the security access control industry is undergoing unprecedented changes,the access control system from the past simple security door lock to the city security integrated system evolution,security technology is constantly iterating,the market space is constantly expanding,leading to a good opportunity of rapid development for relevant enterprises in the industry.How to grasp the development opportunity of the industry and figure out new development,the security enterprises need to explore and constantly think about operation and management.AJ is a small and medium-sized technology start-up enterprise,mainly in research&development and production and sales of intelligent security access control system.This paper mainly focuses on the problem of limited development of AJ,based on relevant theories and literatures,and using PEST,Porter's five forces model and SWOT to analyze the internal and external environment of AJ's based on a full understanding of the enterprise's own situation and the overall market environment and competition,to find out the opportunities and challenges AJ faces.Then,based on the analysis of the marketing status of STP and market segmentation,target market and product positioning of AJ company's intelligent security access control system are made clear,found out the existing problem about marketing strategy,such as insufficient product style,defective service,unreasonable pricing structure,imperfect channel management and weakpromotion awareness.On this basis,this study puts forward the marketing optimization plan of AJ company's intelligent security access control system,emphasizes the optimization of the existing marketing strategy from the aspects of product innovation design,differentiated services,pricing structure,channel management,and promotion awareness,and expounds the implementation steps of the marketing optimization plan.At the same time,this study also put forward targeted safeguard measures from the organizational structure of marketing department,marketing human resource investment,marketing personnel incentive mechanism,in order to ensure the smooth implementation of marketing optimization plan.The research conclusion is helpful for AJ company to crack the development bottleneck of "the product has certain technical advantages,but the market reaction is not so good".Meanwhile,it can also provide some references for the market development behavior of small and medium-sized enterprises with new technology similar to AJ company in the domestic intelligent security industry.