Security Marketing Exploration: Future Value-Added Effect is Leading

Undoubtedly, the purpose of security services is to provide effective security for security industry users, companies, and even individuals. Through visual means to improve the user's management efficiency of a certain business, or to improve the comfort of personal life. In fact, the service has always been accompanied by the development of security. From the perspective of the development trend of the security industry in recent years, the importance of services has been gradually highlighted, and the emergence of a service-centric marketing model marks the gradual maturity of the security industry.

From the perspective of customers, industry customers focus on products and solutions that meet the individual needs of the industry, and ensure delivery on demand. This means that in addition to providing products and solutions, companies need to consult solutions, deliver projects, and even maintain operations. Provide services and guarantees. Under the service marketing model, the user's focus will shift from products and solutions to services, and the products, solutions and services will be integrated and ultimately presented to users in the form of services. For security companies, services are not only conducive to improving the competitiveness of products and solutions, increasing the customer's degree of adhesion, and creating new marketing models, that is, products and solutions driven by services, providing new profits for security companies. Space for growth.

The connotation of security services is relatively rich. It not only includes pre-sales, sales and after-sales related basic services for products and engineering projects, but also includes security information consulting, security and alarm operations, security training, and security inspection and supervision services. For civil security, Internet-based security services are the root of its survival. For example, video, alarm, and information exchange are all civil security service contents, and they are provided to people through basic services free and value-added services. The type of user's needs.

For traditional security companies, the service marketing model brings new market opportunities. Security companies can selectively conduct service marketing according to their own characteristics, but at the same time they also need to pay attention to the following aspects:

First, choose the scope of services from the perspective of customer needs and business strategy. Nowadays, services based on products have been difficult to meet users' needs and can be extended to overall solutions. They provide one-stop services for customers in terms of preliminary consultation, planning and design, and project delivery, and they can also integrate some third-party service resources, such as System integrators and contractors jointly provide services to customers. For the government, enterprises and individuals, powerful traditional security companies can try to carry out security operation services. Security system construction, management, and maintenance are all undertaken by professional security companies. Users can purchase services from security companies and can achieve a win-win situation for security companies and users. Effect.

Followed by the construction of service resources guarantee and service system. The transition to service marketing requires companies to have resource guarantees involving human, financial and material resources, as well as technical strength. Otherwise it will be difficult to provide satisfactory services to users. Under the premise of resource protection, security companies can build a service marketing framework around the service marketing model. The difference between the service marketing model and the traditional marketing model is that service is the core, not the product as the core, and good service is based on a good product and service system. Enterprises need to achieve internal changes in organizational structure, performance indicators, etc., and optimize service processes from the service level to improve service quality.

Security services are also an important part of the information service industry. Security services and IT information services have the same features as system integration, operation and maintenance, and bring many ideas for security services. They also have differences. Security services have their own Content, we can explore more abundant services around video, alarm, access control and other information content.

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At present, the Chinese government has also continuously introduced relevant policies to support the development of the information service industry, which is conducive to the long-term development of security services. Security companies should focus on service exploration to meet the needs of users and their own business characteristics of the marketing model, reflecting the added value of services.

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