| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 100 === There are many developed countries、 developing countries and emerging nations that have already implemented economic liberalization. The gap between rich and poor increases. The social crime incident keeps pouring in. The governments 、 individual enterprises、public places and people's houses all begin to erect the apparatus with the surveillance system of electron. As market demand increases and key technology is ripe, the security system has been facing with networking, digitizing and development trend of open structure. IP camera acts an important product this period.
The global output value of security products is US$18.67 billion in 2010. The surveillance camera system accounted for 47.5% and estimated about US$3 billion dollars of IP camera output value in proportion. It is estimated to grow up about 20% in 2012. It reveals this industry is growing vigorously. The case V Company is a later(second) mover in IP camera industry. It had got fail several times for IP camera research and development. It did R&D(Research and Design) department reorganization and merged a company of related products under this huge business opportunity hastened in 2011. And plan to put out new IP camera products in 2012. It is expected to catch the business opportunity of this IP camera market.
This research takes V Company as an example, it probe into the marketing strategy difference before 2011 and after 2011 while V Company did R&D reorganization and a company of image storage equipment merger. And take internal IP camera leading manufacturer VI as benchmark and competitor to do strategy analysis. After five competitive forces analysis and corporate core competence analyze, finally propose five following suggestions on the case V company by“strategic marketing - 4C”: C1 Buyer cost/ Buyer utility: The case V company has core competence that Japanese parts supplier company develops new product together with and does PCB modularization design to reduce buyer's cost. It overcomes the system halted under high temperature、IVS (Intelligent Video System) and sound transmitted quality etc these buyer’s demands in the design to increase buyer's benefit. C2 Information searching cost: After social website setup, adds the mechanism of interacting with buyer. The product position is clear and identical for a long time, reduces information searching cost. C3 Moral hazard cost: The warranty is extended to 3 years or even longer, reduces the cost of moral hazard. C4 Asset specificity cost: Put IP camera CMS(Central Management System) software teaching films on social websites. The user interface and operation method of software are designed to like brand of the first market share, reduces the cost of users transfer and buy goods of V company. The international brand building: It regards niche market as the starting point, follows in steps such as the utility of brand cost、the awareness of brand position、the brand believing in, the asset specificity of brand to build up a benign circulation of the“brand wheel”.
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