Research on the Marketing Mode of China's Security Enterprises at the Present Stage

The basic purpose of marketing is to meet customer needs and realize product value. It is the source of business life. After more than two decades of development, the security industry has gone from being obscure to the prestige of today and experiencing an entire industry from scratch, from production to power. The experience and baptism of the market that security companies have undergone deserves our excavation and research. The environment is changing and the market is changing. Let us use the perspective of development to explore the success of the marketing model of security companies in the process.

1. The earliest formation of the security of agency distribution should be in the early 1980s. It was first applied in the national key organs and key key departments, but most of them were based on air defense and physical defense. Technical prevention has just begun to sprout, one poor and two white, no product, no technology, although the public security system research institutes independently research and development of a product, but also stay on the alarm equipment, far from meeting demand, need to purchase a large number of imported monitoring equipment. At this time, the reform and opening up, the market demand has brought a large influx of foreign security products, to make up for the gap in domestic products. Foreign product manufacturers entered the Chinese market early, because they do not have their own offices, so they must cooperate with domestic enterprises, establish an agency and distribution system in the country, set up a general agent, and the general agent is responsible for the domestic business. The agency and distribution system are also important means for the establishment of marketing channels and the only way for foreign companies to enter the country. The agency system satisfies the highest efficiency theory of middlemen. At the same time, foreign product manufacturers do not understand the Chinese market, and do not know how to set up their own marketing channels. They are even less likely to provide the same standard of investment and services in their home countries. The channel construction depends on the general agent only. Go to implement. It is also necessary for the distributor to succeed in the early channel operation model. Its development methods are divided into two types; one is the distributor-distributor-engineer model, which develops its own distributors directly in the name of its own offices and branches; the other is the distributor-regional agent-distributor. - The project model of the project, agents of the general agent development area, and the development of distributors by regional agents. One of the most important tasks of marketing is to establish and control marketing channels. In the early days of security development, due to information asymmetry, in addition to international brands such as Panasonic and Sony, which have certain brand influence, other products are obscure. Marketing channels are in the development stage, and they have not yet formed a relatively fixed channel. Agents and distributors have just developed and have not formed scale, thus creating a bottleneck between products and users. The cooperation between product distributors and agent distributors is only at the stage of mutual exploration. Product vendors will not easily assign general agency rights to a company. At the same time, channel distributors are not sure of the product, nor will they only represent one company’s products. Formed a product business to find a number of agents, an agent to represent the status of several products. The security market was in such a relatively chaotic phase in the early days. There was no market positioning and what to do with money.

2. The establishment of the general agency system adopts the general agent system which is generally adopted by foreign manufacturers. The general agent promises a certain amount of sales and honors certain payments. The development of market channels is completed by the general agent, and the manufacturers provide market promotion and brand promotion. jobs. The construction of Panasonic’s early marketing channels was relatively successful. Guanlin was the general agent to promote Panasonic products. It established crown forests and unified channel brands. Although there was no ownership relationship between them, it created a new one. The marketing model is similar to the popular franchising model. In addition to Guanlin, other manufacturers have not formed a relatively uniform agency distribution system nationwide. This is directly related to Panasonic's relatively direct support for Guanlin's support and product lines. In addition, the American AD is also a typical case. Its product line and specialization are more advantageous than Panasonic. AD has not established a complete system of agency and distribution. Although AD has also set up a general agency, it has not completed the establishment of a regional market channel. It seems that everyone is doing and no one is doing it, leading to an unclear overall positioning. This is where AD is relatively unsuccessful. Later, Sony and Samsung also adopted the general agency system. They paid great attention to promoting the construction of the regional agency system, assisted the general agent in completing the coverage of the next-level market, and added relatively flexible marketing strategies to allow agents and distributors to have enthusiasm. At the same time, the market share gradually expanded. The agency distribution system played a decisive role in the early stage of market promotion because information asymmetry and price are not transparent. The general agent, regional agency and distributor have obtained a large amount of profits in the process of establishing marketing channels, which also proves the agency distribution system. Is suitable for the needs of the development of the market at that time, marketing channels from scratch, from the disorder to the orderly process gradually established, and begun to take shape.

3. Direct sales of domestic product manufacturers due to relatively late to enter the market, the agency and distribution system has been initially formed, in the simulation era, after all, our products and foreign products have a certain gap, agents and distributors of foreign brands are also not willing to distributors The main push of domestic products is only to help sell, it is difficult to make a difference. There is obvious inequality between domestic product distributors and agent distributors. Acting distributors have a relatively stable customer base due to years of channel construction and are in a dominant position. Because product vendors do not have a stable customer base and market control ability, they are often in a passive position in the negotiations. The power of decision-making is determined by the agent distributors. Product manufacturers want to change this situation, only to set aside distributors, through the media, exhibitions to enhance brand influence, direct products to do the project, through the direct sales model to establish their own marketing channels, we are talking about the direct sales is B2B (Business To Business) direct sales. Distribution to direct sales, product manufacturers do not need to look at the face of agent distributors, can occupy the market in accordance with their marketing strategy. On the other hand, in addition to front-end devices with relatively low service volumes such as CCDs and lenses, the technical content of central control and transmission equipment is relatively high, and it is difficult for distributors to provide corresponding technical support and services. They can only be implemented by manufacturers. Established a bridge between manufacturers and project providers, and thus promote the development of the vendor self-selling model. Distribution to direct sales, this change in marketing model is a model widely adopted by domestic product manufacturers, and is the key to success. Through the above analysis, we can see such a pattern, foreign product manufacturers generally use the distribution system, and domestic product manufacturers generally use direct sales system, which is the current market structure of the security industry. Then we will ask: Will a business model like Dell that is directly aimed at end users emerge in the security industry? It depends on whether the product target customers, whether they are industrial customers or individual customers, can realize their own DIY (Do It Yourself), that is to say, they do not need engineering services. If necessary, they need to be completed by an engineering service company. A complete B2C (Business To Consumer) cannot be achieved. The end user can only specify between the brand and the manufacturer. Finally, it is implemented by an engineering firm. With security products gradually facing the mass consumer market, the development and progress of technology, installation and services are more and more convenient, and B2C direct sales are possible.