What is the "killer" of security marketing in the IP era?

Digital, analog signals have become digital signals, which means that the communication between information is more convenient and information is more widely shared;

Networked, digital signals are transmitted through the network, and the network connects more products together, which has improved the obvious separation of security products such as access control, monitoring, and intercom.

Integration, the establishment of the network makes more security products integrated together, making the security system management more simple and convenient. At present, the security management platform exchanges information with other platforms in a linkage manner. The future security platform will be embedded into the entire system as an element. Even though the security system will be “small,” the entire world will be “large”. ".

Industry-oriented, each industry's demand for integrated security systems will not be stereotyped, there must be their own specific needs, so the industry will be the inevitable entry of the market competition.

Security Enterprise Marketing "killer" is what security companies, including management, operating in the service, security corporate marketing "killer" is the service. In the course of more than 30 years of history in the management and development of the security industry, many security companies have experienced profound changes from "managed" to "service-oriented." Therefore, security companies should introduce the concept of security service marketing based on the particularity of the service, conduct service marketing, and establish and improve customer satisfaction and loyalty.

Service marketing is a new field of modern marketing. With the continuous development of the service industry, the focus of market competition is gradually shifting from the center of the commodity. A new discipline that is independent from marketing is to study how the company is consumer-oriented. A series of activities and their laws. Security service marketing refers to the company's marketing activities, the use of personnel, equipment, facilities, etc. to provide a series of service activities for customers, so that customers in the use of security products in the process of material and psychological satisfaction of marketing activities. It is the most direct manifestation of consumer-centric modern marketing concepts, and it is an important strategy for companies to differentiate their marketing from competitors. Security service marketing is a concept, with customer satisfaction and loyalty as the core, through the acquisition of customer satisfaction and loyalty to promote mutually beneficial exchanges, and ultimately obtain appropriate profits and the company's long-term development.

The way in which security companies implement service marketing concepts Security companies must focus on users and provide integrated services. The domestic security industry is largely separated from products, sales, engineering, and services. There are relatively few integrations. These aspects are integrated in foreign countries. of. It is often abroad that security companies provide engineering and system maintenance services. The concept of foreign products is different from domestic ones. In China, products are usually single-fingered equipment or engineering services, while foreign countries are the entire package services.

There is also a separate product manufacturer in foreign countries, but generally it is not directly aimed at end users, but is a supplier of security companies. This is the difference between the domestic and foreign security markets. Due to this difference, it will bring a lot of differences. In terms of user-centered and human-oriented services, we are not far behind the developed countries.

Security companies transition from product supply to services After years of development, the total volume of the security industry has formed a certain scale. The systems that have been installed and operated form a new secondary market, such as product and system maintenance and system operations. , upgrades, etc. In addition, the industry has also been exploring how to implement socialized service functions based on existing security systems, which will become new potential markets for the security industry. At present, some companies in the industry have already seen the huge potential of this market, gradually transforming from product suppliers to system integrators and integrated service providers, and some companies are working with operators and system integrators on the basis of existing products. The close cooperation between the alarm service providers and the development of service business.

Many companies in China have been shifting from product providers to digital city service providers with R&D capabilities. In fact, the emergence of new business models is not only due to changes in market demand, but also the result of the current intense price competition in the security industry. When competition becomes more and more fierce and product profits become thinner and thinner, the business model centered on product profits will inevitably change. Therefore, many companies agree that in the future, the security industry will gradually evolve from product-centric to service-oriented and even operation-centric.

In short, in the future, the IP era has brought many opportunities for innovation and development of the security industry. Security companies can only be fundamentally changed their concepts, improve service awareness, and strengthen service marketing to be invincible.