S公司广东区域LED产品营销策略研究

发布时间：2018-03-08 05:19

本文选题：S公司　切入点：LED灯管　出处：《西南交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：最近几年,随着国际市场的疲软和不振,照明产品价格也逐渐下滑,国内很多LED企业利润降低,发展速度趋缓甚至走向亏损。而要改变这种局面,拓展市场的覆盖面,做大做强提升竞争能力,除了要加大核心技术的研发,加大创新力度外,狠抓市场营销,强化营销战略的研究就显得十分关键和重要。只有抓住的市场才能在业界处于一流水平和地位,才能有大的发展和未来。S公司是一家高科技LED企业,要使得其快速发展,能够在激烈的市场竞争中取得胜利,强化市场营销策略就显得尤为重要。论文运用文献研究法、案例研究法、对比分析法、STP分析等方法,依据相关理论知识,在现有理论成果的基础上进行了深入研究,以S公司LED灯管广东区域市场营销策略研究为研究课题,从中总结出以下几点:(1)运用STP分析和SWOT分析,从S公司的政治环境、经济环境、社会环境以及技术环节出发,并通过对S公司优势、劣势、机遇和威胁等四个方面进行了分析阐述。通过分析,发现S公司LED灯管广东区域市场营销策略的机遇与挑战并存。(2)针对上述文章中所总结出的问题,并进行STP分析和SWOT分析,作者在学习研究了相关理论资料之后,通过对实际工作经验的总结以及对市场环境的考察,提出了 S公司LED灯管广东区域市场营销策略的保障举措。主要分以下几个方面:一、加大对经销商支持力度;二、改进营销服务流程;三、提升营销人员素质;四、健全营销管理制度;五、强化营销绩效考核。随着我国经济发展速度的持续增快,环境保护的意识逐渐被社会所认同,社会经济的发展不能离开环境的支撑,这样才能实现经济的可持续增长,由此可见,LED灯的市场需求前景很大,国家政府应当提高对其的重视程度。因此,无论是从政府角度还是从企业角度出发,都应该积极制定科学合理的市场营销策略。论文研究为全国LED灯具市场营销提供了研究方向,为国内其他行业的企业市场营销战略的实施起到一定的借鉴和参考作用。
[Abstract]:In recent years, with the weakness and depression of the international market, the prices of lighting products have also gradually declined, and many domestic LED enterprises have seen their profits decline, the development rate slowed down and even went towards losses. However, it is necessary to change this situation and expand the market coverage. In addition to increasing the research and development of core technologies and increasing the intensity of innovation, we should pay close attention to marketing. It is very important and crucial to strengthen the research of marketing strategy. Only by grasping the market can we be in the first-class level and position in the industry. Only then can we have a great development and the future of .S company is a high-tech LED enterprise, to make it develop rapidly. To be able to win in the fierce market competition, it is very important to strengthen the marketing strategy. This paper uses the literature research method, the case study method, the comparative analysis method and the STP analysis method, according to the relevant theory knowledge, the paper uses the literature research method, the case study method, the contrast analysis method and so on. On the basis of the existing theoretical results, this paper takes the research of the regional marketing strategy of S company LED lamp tube in Guangdong as the research topic, and summarizes the following points: 1) using the STP analysis and SWOT analysis, from the S company's political environment, Starting from the economic environment, social environment and technological links, and by analyzing the strengths, weaknesses, opportunities and threats of S Company, It is found that the opportunity and challenge of LED regional marketing strategy of S company exist side by side. (2) aiming at the problems summarized in the above article, STP analysis and SWOT analysis are carried out. After studying the relevant theoretical data, the author studies and studies the relevant theoretical data. Through summing up the practical work experience and investigating the market environment, this paper puts forward the safeguard measures of the LED lamp tube Guangdong regional marketing strategy of S Company. The main points are as follows: first, increase the support to the dealers; second, Improve the marketing service flow; third, improve the quality of marketing personnel; fourth, perfect the marketing management system; fifth, strengthen the marketing performance appraisal. With the sustained increase of the speed of economic development in China, the awareness of environmental protection is gradually recognized by the society. Social and economic development can not be separated from the support of the environment, so as to achieve sustainable economic growth, it can be seen that the market demand for LED lamps is very promising, and the national government should pay more attention to it. Whether from the angle of government or from the angle of enterprise, we should actively formulate scientific and reasonable marketing strategies. The research of this paper provides a research direction for the marketing of LED lamps and lanterns in China. It can be used for reference and reference for the implementation of marketing strategy of other industries in China.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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