中国安防市场经过30多年的发展,已经形成较为完整的产业链结构,呈现出了多元化、多层次的发展特征,而用户需求也逐渐趋向追求个性化和多样化。越来越多的生产厂家为了适应市场发展需要及终端用户的需求,将产品开发、销售、服务等重心向行业化应用推进,向客户提供个性化的安防产品及解决方案,而营销模式也由渠道销售向终端用户直销模式深化。观察国内外各大厂商,早在前几年就着力于此,特别是在近两年的深圳或北京安博会中体现得更明显,大家纷纷推出行业应用解决方案,建立项目部门切入行业市场,并快速在全国铺开业务据点。营销模式的改变,使得企业须转移品牌重点推广方向,将过去在工程商、代理商、经销商等通路中树立起来的品牌形象深入贯穿到行业应用当中,把企业的品牌价值传递给终端用户。因此,企业在品牌的建设及推广当中,应正确理解品牌及品牌价值,才能够在改变营销模式的情况下创新和传递企业或产品的品牌价值。 After more than 30 years of development, China’s security market has formed a relatively complete industrial chain structure, showing a diversified and multi-level development characteristics. However, user needs have also gradually tended to be individualized and diversified. More and more manufacturers in order to meet the needs of market development and end-user needs, product development, sales, service center to promote the application of the industry to provide customers with personalized security products and solutions, and marketing model from Channel sales to end-user direct sales model deepen. Observing major domestic and foreign manufacturers, as early as a few years ago to focus on this, especially in the last two years in Shenzhen or Beijing Anbo will be more evident, we have introduced solutions for industrial applications, the establishment of the project sector into the industry market, And quickly rolled out business locations throughout the country. The change of the marketing mode makes the enterprise transfer the key promotion direction of the brand and penetrate the brand image that was established in the way of construction companies, agents, distributors and other channels deeply into the application of the industry so as to transfer the brand value of the enterprise to the end users. Therefore, enterprises in the brand building and promotion, should a correct understanding of brand and brand value, in order to be able to change the marketing model in the case of innovation and transfer of brand value of the enterprise or product.