智能家居产品市场拓展难题及营销策略-以格拉夫有限公司为例_英语论文                

Market Development Challenges and Marketing Strategies of Smart-home Products —A Case Study of GARRAF Co. ,Ltd                             

摘要

智能家居是在物联网影响下的物联化体现。与普通的家居相比，智能家居不仅具有传统的居住功能，还有网络通信、信息家电、设备自动化等功能，是集系统、结构、服务、管理于一体的高效、舒适、安全、环保的居住环境。它在为人们提供全方位信息交互功能的同时，还能帮助家庭与外部保持信息的交流畅通；既增强了人们家居生活的时尚性、安全性和舒适性，还为各种能源费用节约了资金。

智能家居行业虽然不是最新的概念，但是在市场的发展中还是近年来才兴起 的新产业。智能家居是国家大力推进的物联网产业的可落地项目，具有广阔的市场潜力。随着中国经济的高速发展，人民对生活品质的要求也越来越高，智能家居行业必将有巨大的发展。然而，智能家居产品一直未能全面打开中国市场，一方面在于前期市场的不成熟，另一方面还是产品的市场分析及营销策略设计的不当等，因而智能家居产品未来市场拓展道路上困难重重。本文将以格拉夫有限公司为例，重点分析出智能家居产品国内为未来市场发展的挑战，并结合科学的营销理论研究得出具有针对性的营销策略。

关键词：智能家居产品,拓展难题,营销策略格拉夫

Abstract

Smart home is embodied in the context of the Internet of things. Compared with traditional home, smart home has not only traditional residential function, but also network communications, information appliances, equipment automation and other functions. It is an efficient, comfortable, safe and environmentally friendly living environment that assembles system, structure, service and management. Smart home provides users with comprehensive information service and, at the same time, ensures the unblocked communication exchange with the external. In this case, people can enjoy the fashion, safety and comfort of their home life.

Though smart home is not the latest concept, it is an emerging industry in the process of market development in the recent years. Due to its huge market potential, smart home is the feasible project which our country actively promotes. With the rapid development of the Chinese economy and people's demands for the quality of life also getting higher and higher, the smart home industry is bound to have a bright future. However, smart-home products are unable to fully open the Chinese market now. As a result, it can be inferred that there must be many difficulties in the future development of the smart-home products. This paper firstly will point out the characteristics of the smart home industry and analyzes its current development situation. At the same time, the market development challenges and market strategies of GARRAF’s smart-home products at home and broad market will be compared in this thesis. Based on the reasonable analysis of the company, we can learn the challenges of the whole smart home market. Finally, combining the analysis of the successful market cases and scientific marketing theory, the marketing strategies aimed at the smart-home products will be put forward paper in this paper.

Key words: smart-home products, market development challenges, marketing strategies, GARRAF

Contents

Chapter 1 Introduction 3

Chapter 2 Development Status of Smart Home Market 5

2.1 Origin of Smart Home 5

2.2 Definition of Smart Home 5

2.3 The Development Status of Foreign Smart Home Market 5

2.3.1 Operators Bundling Self-owned Business after Integration 6

2.3.2 Terminal Enterprises Pushing Platform Operation 7

2.3.3 Internet Companies Accelerating the Layout 7

2.4 The Development Status of Domestic Smart Home Market 8

2.4.1 Slow Layout and Few Heavyweight products 8

2.4.2 Enterprises Building Smart Home Platform 8

Chapter 3 Marketing Strategies of GARRAF Co. ,Ltd 10

3.1 Introduction of GARRAF 10

3.2 Marketing Strategy of GARRAF 11

Chapter 4 Smart Home Market Development Challenges 12

4.1 Theoretical Smart Home Products 12

4.2 Insufficient Interconnection 12

4.3 Serious Homogenization 13

4.4 Unstable System 14

4.5 High Price 14

4.6 Tedious Operation Ignoring User Experience 14

4.7 Information Security Vulnerabilities 15

Chapter 5 Smart Home Marketing Channels 16

5.1 Cooperating with Real Estate 16

5.2 Cooperating with the Decoration Company 17

5.3 Cooperating with System Integration 17

5.4 Setting up Sales Points in the Professional Market 17

5.5 Opening Smart Home Store 17

Chapter 6 Conclusion 18

Acknowledgments 19

References 20