The Research On Smart Fire Protection Business Marketing Policy For THA Group

As the growth rate of the estate industry slows down,the market capacity of the traditional fire alarm industry has shrunk sharply,and the market competition has gradually become more intense.As a star enterprise in the traditional fire alarm industry,THA Group,in order to get rid of this dilemma and continue to achieve rapid growth,must find a new industry breakthrough,that is,rapidly develop smart fire protection business.This paper takes THA Group as the research object,based on the domestic and international marketing strategy management research results,based on the actual problems faced by the group,based on the thought of from the analysis of the market environment of the fire protection industry to smart fire prevention NB-IoT business marketing strategy design to the guarantee for marketing strategy,and make an in-depth study of the marketing strategy of the Group's smart fire protection business.In this paper,the PEST analysis method is used to analyze the macro environment of the fire protection industry.Then,the five-force model analysis method is used to analyze the micro-environment of the fire protection industry.Then the SWOT analysis method is used to analyze the advantages and disadvantages of THA,the opportunities and threats faced by THA.Determine the new business direction of the company and formulate the marketing strategy for the new business of the company.Then,from the three aspects of promotion strategy,sales strategy and information strategy,the marketing strategy of smart fire prevention NB-IoT business is analyzed and designed.In the promotion and promotion strategy section,analyze and design from traditional channels(fire show,fire magazine)and new media channels(website construction,Baidu,WeChat,others).In the sales strategy section,from the scene sales(urban villages,construction sites,nine small places,cultural relics,campuses,nursing homes,park,seven major scenes)and channel sales(government,three CT providers,VIP customers,agents,ToC)analysis design.In the information strategy part,analysis and design from the selection and implementation of information tools.Finally,from the NB-IoT products,NB-IoT platform,human resources,financial resources,corporate culture five aspects,describe the guarantee to the implementation of the marketing strategy.The research in this paper not only has a strong guiding significance for the development of THA Group's smart fire prevention business,but also provides reference for other domestic fire protection enterprises in the business direction to help them develop.