中辉LED照明公司营销策略研究

发布时间：2018-05-03 06:02

本文选题：LED照明 + SWOT分析　；参考：《中国海洋大学》2013年硕士论文

【摘要】：基于提振经济、节约能源及保护环境的诉求，世界各国日益重视LED产业带来的经济与社会效益。LED的应用越来越普遍，众多厂商也抓住这次照明革命的商机纷纷投入。经过近几年的发展和国家政策的扶持，我国的LED产业步入了快速发展的阶段，但企业大多处在产业链的下游，缺乏核心竞争力，且规模普遍较小，企业在营销策略的制定与实施方面也存在缺陷。造成这种现状的原因，除了我国在技术上缺乏创新之外，企业的营销能力差也是制约其发展的重要因素。本研究选择业界领先的中辉LED照明公司作为研究对象，分析公司在新的市场环境下市场营销方面出现的问题和不足，探讨适合中辉LED公司发展的营销组合策略，并为整个LED产业的发展提供有价值的借鉴。论文运用营销组合策略理论、企业可持续发展理论和绿色营销等理论等，系统分析了LED产业概况，，并进一步利用SWOT工具深入剖析了中辉LED照明公司的经营现状，现阶段面临的市场机会、市场威胁以及公司的优势和劣势。在此基础上，笔者结合中辉LED照明公司的实际情况制定了企业的产品策略、价格策略、渠道策略和品牌推广策略。然后，论文针对所制定的营销策略组合提出了相应的实施控制方案，确保该营销策略组合的顺利实施。在研究中，笔者把绿色营销和可持续发展理论引入了行业分析和中辉LED照明公司的营销分析中；并根据行业特色和公司产品特色提出了有针对性的营销组合策略，具有一定的理论创新价值和现实指导意义。同时，也希望研究结论能够对其它LED企业及LED行业的整体发展提供借鉴和指导。
[Abstract]:Based on the demand of boosting economy, saving energy and protecting environment, many countries in the world pay more and more attention to the economic and social benefits brought by LED industry. After the development of recent years and the support of national policies, the LED industry of our country has stepped into the stage of rapid development, but most of the enterprises are in the downstream of the industrial chain, lack of core competitiveness, and the scale is generally small. The enterprise also has the flaw in the marketing strategy formulation and the implementation aspect. In addition to the lack of technological innovation in our country, the poor marketing ability of enterprises is also an important factor restricting their development. This study selects Zhonghui LED Lighting Company, a leading industry company, as the research object, analyzes the problems and shortcomings of the company's marketing in the new market environment, and probes into the marketing mix strategy suitable for the development of Zhonghui LED Company. And for the development of the entire LED industry to provide valuable reference. Based on the theory of marketing combination strategy, sustainable development of enterprises and green marketing, this paper systematically analyzes the general situation of LED industry, and further analyzes the management status of Zhonghui LED Lighting Company by using SWOT tools. The current market opportunities, market threats and the company's strengths and weaknesses. On this basis, the author makes the product strategy, price strategy, channel strategy and brand promotion strategy according to the actual situation of Zhonghui LED Lighting Company. Then, the paper puts forward the corresponding implementation control scheme to ensure the smooth implementation of the marketing strategy combination. In the research, the author introduces the theory of green marketing and sustainable development into the industry analysis and the marketing analysis of Zhonghui LED Lighting Company, and puts forward the targeted marketing combination strategy according to the characteristics of the industry and the products of the company. It has certain theoretical innovation value and practical guiding significance. At the same time, we also hope that the conclusions can provide reference and guidance for the overall development of other LED enterprises and LED industries.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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