比亚迪LED照明灯具在云南市场上的营销策略优化研究

发布时间：2018-05-10 11:20

本文选题：LED照明灯具 + 比亚迪公司　；参考：《云南大学》2013年硕士论文

【摘要】：灯是人类征服黑夜的一大发明。继传统照明之后,LED照明灯具因为其发光效率高、耗电量少、环保效果较好、相对较低的铺装费用及维护成本以及不含射线、无噪音、抗震性能好、无频闪、色彩丰富等一系列用于工作生活方面的优点,而在亮化工程辅助等公共场合,逐渐替代一些传统光源产品,2009年,LED照明开始在发达国家进入主照明普及。我国也将在2016年,彻底淘汰使用普通照明用白炽灯。在国家大力倡导节能减排和低碳经济的背景下,LED照明产业发展势头迅猛。 2003年比亚迪公司开始投产LED照明行业。在内部产业整合能力的作用下,已经形成高效的生产模式,不仅能为客户提供高性价比的产品,还能为客户提供最快捷、最周全的服务。文章通过对云南比亚迪公司和地区的调研,掌握比亚迪和竞争对手的相关情况之后,借助服务营销7P理论、客户关系管理、客户拓展、消费者行为理论,分析了LED照明灯具的发展和比亚迪公司LED照明产业在云南市场的现状后,对其在这块市场上的营销优化进行具体阐述。一方面以7P理论制定出符合云南比亚迪LED照明的相对细致的营销策略；另一方面,给出这些策略实施、落地的保障条件,包括政府政策的支持、公司与经销商之间的合作、公司内部管理等。通过研究比亚迪LED灯具在云南省范围内的营销优化策略,希望能够对新型节能LED照明产品的市场推广有一定的借鉴意义。
[Abstract]:The lamp is a great invention of man to conquer the night. After the traditional lighting, LED lighting lamps have high luminous efficiency, low power consumption, good environmental protection effect, relatively low cost of paving and maintenance, no noise, no noise, good seismic performance, and no stroboscopic. Color rich and a series of advantages used in work and life, and in public places such as lighting engineering assistance, gradually replacing some traditional light products, in 2009, LED lighting began to become popular in developed countries. China will also phase out incandescent lamps for general lighting in 2016. Led lighting industry is developing rapidly under the background of energy saving and low carbon economy. In 2003, BYD began production of LED lighting industry. Under the action of the internal industry integration ability, has formed the efficient production pattern, not only can provide the high performance price ratio product for the customer, but also can provide the fastest, the most comprehensive service for the customer. Based on the investigation of Yunnan BYD Company and the region, after mastering the relevant situation of BYD and its competitors, the article makes use of the 7P theory of service marketing, customer relationship management, customer development, consumer behavior theory, After analyzing the development of LED lighting and the current situation of BYD's LED lighting industry in Yunnan market, the marketing optimization of BYD lighting industry in this market is expounded in detail. On the one hand, based on the 7P theory, the author formulates a relatively detailed marketing strategy in line with Yunnan BYD LED Lighting; on the other hand, it gives the conditions for the implementation and landing of these strategies, including the support of government policies, the cooperation between the company and the dealers, Internal management, etc. By studying the marketing optimization strategy of BYD LED lamps in Yunnan province, it is hoped that it can be used for reference in the market promotion of new energy-saving LED lighting products.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

【参考文献】