ZM公司营销策略诊断与改进
发布时间：2018-09-04 16:11
【摘要】：随着LED半导体越来越被广泛的应用，其带动了LED的整个行业的迅速发展，从而导致了中国国内LED产业链中各个环节生产厂商的急剧加入，LED应用产品也日趋丰富，逐渐形成了一个激烈竞争的格局，在这个竞争中，虽然各个环节的生产厂家得到了机会，但与此同时，得到更多的是由于行业内的竞争而带来的挑战，因而迫使其厂家在加强技术研发的基础之外，除提高产品质量，增强产品核心竞争力的同时，还必须掌握科学的分析方法和运用正确的营销策略。LED半导体产业发展到今天，依然有很多人认为因为LED产业的技术含量主要集中在产业链的上游-外延片与芯片封装部分,就认为市场集中在前端，而忽略了中下游的产品及应用领域一样很有市场，其实，LED产业的促进销量关键是做市场，事实上也证明了因为中下游终端LED应用的需求，拉动了上游的发展，所以，本文首先对研究背景及意义、国内外对营销战略状况、研究内容、研究方法及技术路线做闸述,再引入以ZM司作为研究的对象，接着展开剖析公司在营销策略上的问题点，对其LED照明外部市场环境、国家政策作PEST分析，最后对公司自身内部情况及其商业模式进行SWOT分析，，通过这些基础的分析得出一个结论:该公司面临这些问题是暂时的，只要明确发展方向、选用适合自己的营销策略，正确市场定位、提高市场占有率，一定会走出困境，此结论为ZM公司营销的战略方向提供一些建议，帮助其摆脱目前在行业中的发展困境，在市场营销上取得成功，促进公司的长期稳定发展。
[Abstract]:With the more and more extensive application of LED semiconductors, it drives the rapid development of the whole industry of LED, which leads to the rapid addition of LED application products by domestic manufacturers in each link of the LED industry chain in China. Gradually formed a fierce competition pattern, in this competition, although the various links of the manufacturers were given the opportunity, but at the same time, get more because of the competition in the industry and bring challenges, Therefore, in addition to strengthening the foundation of technology research and development, the manufacturers must not only improve the quality of products and enhance the core competitiveness of products, but also master scientific analysis methods and apply the correct marketing strategy. Led semiconductor industry has developed to today. There are still many people who think that because the technical content of the LED industry is mainly concentrated in the upstream part of the industrial chain, the epitaxial chip and the chip package, they think that the market is concentrated in the front end, while ignoring the products and applications in the middle and lower reaches, there is a market as well. In fact, the key to promoting the sales volume of LED industry is to do the market. In fact, it also proves that because of the demand of LED application in the middle and lower reaches, it has pulled the development of upstream. Therefore, first of all, this paper is about the research background and significance, and the marketing strategy situation at home and abroad. The research contents, research methods and technical routes are described, and then the ZM department is introduced as the research object. Then, the problems in marketing strategy of the company are analyzed, and the external market environment of LED lighting and the national policy are analyzed by PEST. Finally, through the SWOT analysis of the internal situation of the company and its business model, a conclusion is drawn that the company is faced with these problems temporarily, as long as the direction of development is clear and the appropriate marketing strategy is chosen. The correct market positioning and increasing the market share will certainly get out of the dilemma. This conclusion provides some suggestions for the strategic direction of ZM marketing, and helps it to get rid of the current predicament of development in the industry and achieve success in marketing. Promote the long-term and stable development of the company.
【学位授予单位】：广东商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63
本文编号：2222682
[Abstract]:With the more and more extensive application of LED semiconductors, it drives the rapid development of the whole industry of LED, which leads to the rapid addition of LED application products by domestic manufacturers in each link of the LED industry chain in China. Gradually formed a fierce competition pattern, in this competition, although the various links of the manufacturers were given the opportunity, but at the same time, get more because of the competition in the industry and bring challenges, Therefore, in addition to strengthening the foundation of technology research and development, the manufacturers must not only improve the quality of products and enhance the core competitiveness of products, but also master scientific analysis methods and apply the correct marketing strategy. Led semiconductor industry has developed to today. There are still many people who think that because the technical content of the LED industry is mainly concentrated in the upstream part of the industrial chain, the epitaxial chip and the chip package, they think that the market is concentrated in the front end, while ignoring the products and applications in the middle and lower reaches, there is a market as well. In fact, the key to promoting the sales volume of LED industry is to do the market. In fact, it also proves that because of the demand of LED application in the middle and lower reaches, it has pulled the development of upstream. Therefore, first of all, this paper is about the research background and significance, and the marketing strategy situation at home and abroad. The research contents, research methods and technical routes are described, and then the ZM department is introduced as the research object. Then, the problems in marketing strategy of the company are analyzed, and the external market environment of LED lighting and the national policy are analyzed by PEST. Finally, through the SWOT analysis of the internal situation of the company and its business model, a conclusion is drawn that the company is faced with these problems temporarily, as long as the direction of development is clear and the appropriate marketing strategy is chosen. The correct market positioning and increasing the market share will certainly get out of the dilemma. This conclusion provides some suggestions for the strategic direction of ZM marketing, and helps it to get rid of the current predicament of development in the industry and achieve success in marketing. Promote the long-term and stable development of the company.
【学位授予单位】：广东商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63
【参考文献】
相关期刊论文 前10条
1 郑春蕊;;我国LED产业发展现状及前景展望[J];产业与科技论坛;2008年11期
2 颜重光;;2011年度LED照明行业的回顾与前瞻[J];电子产品世界;2012年02期
3 蔡明诚;;室内照明灯具节能分析与应用[J];福建建设科技;2009年03期
4 林燕;;国内LED产业概况及市场分析[J];电气时代;2011年05期
5 何光军;;广东LED产业发展战略及对策研究[J];广东经济;2012年02期
6 ;LED照明节电市场商机无限[J];节能与环保;2009年09期
7 李传伟;孙均平;;自动充电式LED照明系统的研制[J];节能;2012年03期
8 舒东明;;LED照明系统及应用[J];科技传播;2012年04期
9 姚芸芸;蔺楠;;我国新能源产业风险资本介入研究[J];科技进步与对策;2012年09期
10 陈中;;LED照明产业:问题及建议[J];建设科技;2009年18期
本文编号：2222682
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2222682.html
