Research On Marketing Strategy Of Security Products Of GC Company

With the rapid development of the national economy and the decisive victory of building a moderately prosperous society in an all-round way,the 13^th and the 14^th Five-Year-Plan for Economic and Social Development have been successively promoted and implemented,as well as the continuous promotion of national key projects such as Golden Shield Project,Xue-Liang project and Ping-An-City project,the demand of security products increases day by day,and the scale of the security market is about to break through the trillion mark.It also requires traditional security enterprises to deliver higher standards and intelligent products and services.After more than ten years of growth,the domestic security industry has entered a period of rapid development,and penetrated into all aspects of the national economy and people’s daily life.The industry competition has turned white hot.In order to maintain a sustained growth in the highly competitive domestic security market,enterprises must have product positioning and marketing strategies in line with the competitive environment to help customers realize business value and empowerment.Firstly,this paper studies the basic theories and common analysis models of foreign product marketing strategies.Combined with the related research and application of domestic security product marketing,it analyzes the advantages and disadvantages of traditional security enterprises in using these theories and models,as well as some core problems to be solved.Especially with the support of Internet and AI technology,security enterprises can complete the upgrading of marketing system in the process of marketing strategy formulation and implementation in the process of marketing and service,so as to achieve cost reduction and efficiency of key customer management and relationship marketing.Founded in 1997,GC company is a high-tech enterprise focusing on security product R&D and industry application,serving 1000+customers around the world,and committed to promoting the informatization and intelligent transformation process of public security.In the increasingly fierce competition in the domestic security market,GC company,as a catcher of the industry,wants to occupy a favorable position.It must establish a scientific and reasonable product marketing strategy in line with the market demand and competition needs,and provide strong guarantee measures for the efficient implementation of marketing strategy.Therefore,this paper expounds the development process,market share,marketing status,user demand and problems existing in product marketing of GC company,and analyzes the political,economic,social,cultural and technical environment of the company through PEST tool,so as to clarify the macro marketing environment and influencing factors of the company.Secondly,Porter’s Five-Forces-Model and SWOT model are used to analyze the specific competitive environment of the company’s competition,suppliers,buyers,opportunities and threats,in order to clarify the opportunities,threats and advantages and disadvantages of the company in the security market.According to the marketing objectives and plan of GC company,this paper uses STP target market theory to analyze its target market and segment customer group,and makes clear its segment market,target customer and product positioning,in order to formulate reasonable suggestions on the price,channel,promotion and other aspects of the marketing strategy of its security products.In addition,in order to help company build a moat of product marketing and upgrade its marketing services,this paper proposes a marketing system upgrading solution based on key customers and relationship marketing.On one hand,this solution can help the company manage key customers and marketing process more efficiently,and complete the transformation from traditional marketing mode to digital direction;on the other hand,it can also help the company improve its organizational structure and department management.In order to ensure the effective implementation of the marketing strategy,we provide measures for improvement and optimization in department cooperation,talent echelon,management training and data-driven marketing.In this paper,GC company security product marketing strategy and marketing system upgrading suggestions are also valuable for the same type of security enterprise,which launches product marketing and service digital transformation.