LKT公司的营销策略研究

发布时间：2018-07-10 10:50

本文选题：定位 + 市场营销　；参考：《河北大学》2013年硕士论文

【摘要】：伴随着经济全球化和环保节能意义凸显，我国的LED照明灯具行业发展迅猛。产能严重过剩，，竞争的日益激烈，市场的无序混乱也同时给LED照明行业的企业带来了机遇和挑战。LKT公司作为一个中小型制造业企业，在很多企业纷纷倒闭，又出现很多新进的竞争对手的环境中，举步维艰，濒临破产。本文便是在如此情况下，从营销管理方面入手对LKT公司进行相关问题的分析研究并提出解决办法。首先对相关市场营销方面的理论进行分析筛选，然后对行业，市场，竞争对手做出调查，分析公司的现状，发现公司存在的问题，并针对问题，结合实际情况提出解决办法。运用STP理论进行了市场的细分和产品的定位。以4P为框架结合4C,4R的相关理论，制定了公司的营销策略组合。
[Abstract]:With the economic globalization and the significance of environmental protection and energy conservation, LED lighting industry in China is developing rapidly. Serious overcapacity, increasingly fierce competition, the chaos of the market has also brought opportunities and challenges to LED lighting industry enterprises. LKT, as a small and medium-sized manufacturing enterprise, has closed down in many enterprises. There are many new competitors in the environment, difficult, on the verge of bankruptcy. Under such circumstances, this paper analyzes and studies the relevant problems of LKT Company from the aspect of marketing management and puts forward some solutions. Firstly, we analyze and screen the relevant marketing theories, then investigate the industry, market and competitors, analyze the current situation of the company, find the problems in the company, and put forward solutions to the problems combined with the actual situation. STP theory is used for market segmentation and product positioning. Taking 4P as the frame and combining the theory of 4CX 4R, the marketing strategy combination of the company is established.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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