Physical Security Products Buying Behavior Research, And Marketing Strategy

Since 9/11, the date of the attacks on the World Trade Center and the Pentagon in the US in 2001, Security and Guarding service have became the focus of the whole world. With the coming Beijing Olympic Game in 2008 and World Expo Shanghai in 2010, just like forecasted by some experts, China is growing to be the Second large market of the security products, just after the United States. Nowadays, many multinational security corporations have entered into China market and the competition became more international than before. As one of the important parts of security industry, the companies operating physical security products have to face all of these tribulations and challenges. The author takes Gunnebo Group and Company A as a research object. By researching and analyzing on the buying center of Banks, which are the main customer groups of the majority physical security companies, the author tries to reveal the decision making traits of banks'buying center. And then the author raises some recommendation about marketing strategies.After reviewing related classical theories about buying center and marketing strategies, the author lists some hypothesis. All of these hypothesis are about the decision making process of banks, the structure of buying centers, the diversity of requirements, and some marketing strategies, for instance, the marketing solutions in physical security industry.The author applies many marketing theories with the caseanalysis of Gunnebo Group and Company A in this thesis. And finally the hypothesis has been approved. At the same time, the author would like to offer or remind some valuable marketing hints, so that it could help the operators in physical security industry to set up their own effective marketing strategies.