文档介绍：摘 要
本文以 H 公司智能家居 2012 年营销计划作为研究对象，通过对 H 公司内外部行业
环境分析，根据 H 公司的优势与劣势，制订出 H 公司 2012 年智能家居营销目标，即完
成 13000 万元销售额。
本文通过对 H 公司智能家居系统在国内的市场环境和竞争态势分析，确立营销计划
的可行性；利用营销战略，细分市场，选择目标市场、目标顾客群，进行市场定位。运
用工商管理理论，找准企业的优势和核心竞争力，制定出相应独特的产品策略及价格策
略，走产品差异化、技术创新的发展道路，再配合有效的渠道策略和丰富多彩的促销策
略，将使 H 公司智能家居系统在 2012 年的营销中占据主动，并完成制定的营销目标。
根据人力资源管理理论，配设相应的管理机构和人员。选择风险与回报的平衡点，通过
实行产品差异化战略，实现市场占有率；采取现代化得企业管理，降低营销成本和营销
管理费用，使 2012 年的营销计划能顺利执行。
关键词：智能家居；营销环境；营销策略；营销计划
I
Abstract
The study object of the thesis is the marketing plan of H in home automation market in
2012. The sales target of H, ￥130 million, is made through analyzing current economic
situation and circumstance of H itself as well as weighing its advantages and disadvantages.
The feasibility of the marketing plan is confirmed by the analysis of domestic market
environment and competition situation of H’s home automation system. It applies marketing
strategy for subdivision of the market, choosing target market and customer, thus positioning
market. It utilizes business administration theory to find out the advantages and core
competitiveness of H and work out right product strategy and price strategy. With unique
products and technology innovation, efficient sales channel strategy and various promotion
methods, H will hold a favorable position in the market and achieve the sales goal.
The scale of administration organization and workers are determined in terms of human
resource management theory. It chooses the equilibrium point between risk and return and
adopts product differentiation strategy to realize market share. It also adopts modern
management and lowers marketing cost and management cost to guarantee the marketing plan
working well.
Key words ：Smart Ho