【作者】 何静；

【导师】 赖静雯；

【作者基本信息】 西南财经大学 ， EMBA（专业学位）， 2021， 硕士

【摘要】 随着人脸识别技术的成熟,市场应用范围正持续扩大。仅在中国大陆,在未来十年内有望形成年销售额过千亿的市场规模。CDZS公司是一家在深圳证券交易所中小企业板挂牌上市的国家级高新技术企业。目前公司正在积极布局人脸识别技术行业,公司已有2D识别产品和很好的3D识别技术储备,并在金融、交通、教育等市场取得了一定的成绩。但随着近年来人脸识别行业的爆发,大量企业涌入这一行业,竞争对手越来越多。公司人脸识别产品的市场占有率和市场销售额偏低,市场营销成效不显著,发展空间受到挤压,一直处于被动竞争的局面。公司需要快速制定出帮助企业发展的市场策略,解决竞争颓势,抢占行业市场。本文采用案例研究法和文献研究法等,结合笔者长期担任公司营销高层所掌握的丰富的业务资料,对CDZS公司人脸识别业务的营销策略进行研究。论文首先分析了CDZS公司STP战略现状及存在的问题,识别出公司在客户市场细分和选择目标市场战略方面存在的问题。其次对营销组合策略现状进行了分析,发现公司面临产品同质化严重,缺乏核心竞争力产品,3D识别的技术优势无法转化成有利公司发展的商业价值。同时,公司存在产品定价不合理,渠道建设和管理不足,促销手段较为单一等问题。这些问题已成为了制约公司营销推广及营销工作正常开展的重要因素。基于公司现状,结合目前国内市场的宏观、经济、技术、社会环境及公司内外部环境,论文总结出公司竞争的优劣势,以及CDZS目前在人脸识别市场面临的机遇和挑战。最后,针对公司现有营销策略存在的问题,笔者提出了改进计划和建议。本文的研究一方面可以为CDZS公司走出人脸识别业务板块营销策略的困境提供思路,另一方面也可为行业内其它企业制定营销策略提供参考。更多还原

【Abstract】 With the maturity of face recognition technology,the scope of market applications is continuing to expand.In mainland China alone,the market with annual sales of over 100 billion RMB is expected to be formed in the next ten years.CDZS is a national high-tech enterprise listed on the SME of the Shenzhen Stock Exchange.At present,the company is actively deploying the face recognition technology industry.The company has 2D recognition products and a good 3D recognition technology and has made certain achievements in financial,transportation,education and other markets.However,with the rapid development of the face recognition industry in recent years,many companies have poured into this industry,and there are lots more competitors.The company’s face recognition products have low market share and market sales,and the marketing effect is not significant.The development space is squeezed,and it has been in a passive competition situation.CDZS needs to quickly formulate market strategies to help the development,solve the decline in competition,and seize the industry market.This article adopts case study method,literature study method and combined with the rich business information that the author has mastered for a long time as a company’s marketing executive,to study the marketing strategy of CDZS’s face recognition business.The thesis first analyzes the current situation and existing problems of CDZS’s STP strategy and identifies the company’s problems in customer market segmentation and selection of target market strategies.Secondly,it analyzed the current situation of marketing mix strategies and found that the company faces serious product homogeneity and lacks core competitiveness products.The technical advantages of 3D recognition cannot be transformed into commercial value.At the same time,the company has problems such as unreasonable product pricing,insufficient channel construction and management,and single promotion methods,etc.These problems have become an important factor restricting the company’s marketing promotion and the normal development of marketing work.Based on the company’s current situation,combined with the current domestic market’s macro,economic,technological,social environment and the company’s internal and external environments.The paper summarizes the advantages and disadvantages of the company’s competition,as well as the opportunities and challenges that CDZS currently faces in the face recognition market.Finally,in view of the problems of the company’s existing marketing strategy,the author puts forward plans and suggestions for improvement.Not only the research in this article can provide ideas for CDZS companies to step out of the face recognition business sector marketing strategy facing difficulties.It can also provide reference for other companies in the industry to formulate marketing strategies.更多还原