| In the modern society with rapid development of science and technology,5g,big data,Internet of things,artificial intelligence and other advanced technologies are used in various fields of society widely,and promote the transformation and upgrading of many traditional industries.Fire safety construction is a necessary guarantee to maintain the safe of the city.Smart fire-fighting will integrate the traditional fire-fighting industry with advanced information technology deeply,which will become the only way for the transformation and upgrading of the traditional fire-fighting industry.Taking L company as the research object,based on the research results of industrial products marketing at home and abroad,this paper analyzes the current situation of L company’s traditional fire-fighting marketing by using the methods of interview and enterprise visit research,summarizes the marketing characteristics of fire-fighting business and the marketing problems.Based on the analysis of macro marketing environment and marketing environment of fire-fighting industry,this paper proposes to solve the problems by developing the new business of smart fire-fighting protection,Finally,it puts forward the marketing strategic planning,marketing strategy design and guarantee strategy of smart fire-fighting new business.Taking various favorable national policies on smart fire-fighting as opportunities,this paper uses PEST analysis method and Porter’s five forces competition model to analyze the marketing environment and industry environment of L company,and uses SWOT analysis method to analyze the advantages and disadvantages,threats and opportunities of L company,so as to determine the strategic development direction of L company,that is,the transformation to smart fire-fighting,And use STP marketing theory and 4Cs marketing theory to formulate the marketing strategy combination of smart fire-fighting business for enterprises.After the smart fire-fighting marketing strategy planning is the target market positioning,the marketing strategy is designed from four aspects: meeting customer value needs,cost management,convenience service marketing and organization communication management.Finally,it puts forward the guarantee of implementing marketing strategy from the aspects of smart fire-fighting products,human resources,finance and corporate culture.According to the relevant theories of industrial products marketing,this paper focuses on the emerging industry of smart fire-fighting protection,takes L company,a typical small and medium-sized fire-fighting enterprise,as the research object,carries out the marketing strategic planning of L company’s smart fire-fighting business,designs the 4Cs marketing strategy of smart fire-fighting business with customers as the center,and shows the marketing characteristics of the fire-fighting market.At present,there is little research in this field.This study has reference significance for other small and medium-sized fire-fighting enterprises. |
