AX Video Surveillance Business Marketing Strategy Research

The breakthrough in technology not only helps users to solve more difficult problems, and inspires them new demands, but also brings new chances and development opportunities to related enterprises. While followed by which is a new challenge. A revolutionary technological breakthrough in security video surveillance industry is in the bud. AX enters boldly into this new area by their own resources, and seeks for sustainable development of business diversification; Meanwhile, it hopes to use its effective diversification to expand its core competencies and competitive advantage, expects to capitalize on new opportunities pulse of the market, prospects higher levels of development.In this paper, a variety of marketing management research methodologies are used:macro PEST analysis, Five forces model, and target marketing theory, channel theory and other tools to analyze the new market opportunities AX are facing, macro-development environment, the competitive environment, significant changes in user needs, business strengths and weaknesses, marketing status etc. Those aspects are systematically and objectively dissected. Through in-depth analysis in AX Video Surveillance Division's internal and external environment, what problems the company is facing are found. They mainly lie in management, distribution channels,employess and product quality.After profound enquiry into the causes of these four aspects with their externally environmental reason and internally historical reasons, Four angles of solution is advanced to aim at AX Video Surveillance Division's actual market situation and the company status:A.perfect management system; B. perfect distribution channels system; C. system training of relevant personnel; D. improving product quality.By those means, AX's current four main problems of management, distribution channels, employees and product quality are expected to be figured out.This paper seeks to objectively and pertinently analyze what AX's Video Surveillance Division is confronted in internal problems, and various root of the problem lies, and finds a reasonable solution which hopefully drives the company to take a historical leap forward in the field of video surveillance.