三维公司LED灯具营销组合策略研究
发布时间：2018-09-09 12:05
【摘要】：在全球不可再生能源供应日趋紧张的今天,半导体照明无疑是节能领域的一颗明星,世界知名照明企业花大气力对LED灯具进行研发,中国的照明企业也不甘落后,大连三维科技有限公司就是其中之一。本文在阐述了LED的市场现状,发展趋势的基础上,以大连三维科技有限公司为例,探讨中国LED企业如何抓住历史机遇,通过制定准确有效的营销策略,最终成为国内LED著名品牌,在世界级照明企业中拥有一席之地。 本文综合研究了LED行业发展情况及趋势,并对研究对象做了比较周密详细的实地调研,找到其在营销工作中存在的相关问题,如产品定位模糊,重点渠道关注不够,品牌缺乏有效的推广手段等。文章首先使用波特价值链分析法,对企业的竞争力进行了分析,同时采用PEST分析法、波特五力分析法等,对企业所处的营销环境进行分析,随后使用STP分析法找准企业的目标市场和产品定位,借助4P理论为企业制定营销组合策略,并阐述了营销策略的实施保障,最后在结论中对整体策略进行了归纳汇总。 所谓酒好也怕巷子深,好的产品只有结合正确的营销策略,才能使科技力真正转化为生产力,支撑起企业的未来发展空间。本文希望在为三维公司解决营销策略问题的同时,为中国的LED企业提供良好的参考和借鉴,帮助他们探索出一条走向世界之路。
[Abstract]:Today, when the global supply of non-renewable energy is increasingly tight, semiconductor lighting is undoubtedly a star in the field of energy saving. World famous lighting enterprises have devoted great efforts to the research and development of LED lamps and lighting enterprises in China are not willing to lag behind. Dalian 3 D Science and Technology Co., Ltd. is one of them. On the basis of expounding the current market situation and developing trend of LED, taking Dalian 3D Science and Technology Co., Ltd as an example, this paper discusses how Chinese LED enterprises seize the historical opportunity and make accurate and effective marketing strategy. Finally become a famous brand of LED in China, in the world-class lighting enterprises have a place. This paper synthetically studies the development and trend of LED industry, and makes a thorough and detailed field investigation on the research object, and finds out the related problems in the marketing work, such as the product positioning is vague, the focus channel is not enough, The brand lacks the effective promotion means and so on. Firstly, the article uses Porter value chain analysis method to analyze the competitiveness of enterprises. At the same time, it uses PEST analysis method and Porter five forces analysis method to analyze the marketing environment in which the enterprises are located. Then STP analysis method is used to find the target market and product orientation of the enterprise. With the help of 4P theory, the marketing combination strategy is formulated for the enterprise, and the implementation guarantee of the marketing strategy is expounded. Finally, the overall strategy is summarized in the conclusion. The so-called good wine is also afraid of deep alleys, good products only combined with the correct marketing strategy, in order to make the real transformation of scientific and technological power into productivity, supporting the future development of the enterprise space. This paper hopes to solve the problem of marketing strategy for 3D company, at the same time, to provide a good reference and reference for LED enterprises in China, to help them explore a way to the world.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
本文编号：2232315
[Abstract]:Today, when the global supply of non-renewable energy is increasingly tight, semiconductor lighting is undoubtedly a star in the field of energy saving. World famous lighting enterprises have devoted great efforts to the research and development of LED lamps and lighting enterprises in China are not willing to lag behind. Dalian 3 D Science and Technology Co., Ltd. is one of them. On the basis of expounding the current market situation and developing trend of LED, taking Dalian 3D Science and Technology Co., Ltd as an example, this paper discusses how Chinese LED enterprises seize the historical opportunity and make accurate and effective marketing strategy. Finally become a famous brand of LED in China, in the world-class lighting enterprises have a place. This paper synthetically studies the development and trend of LED industry, and makes a thorough and detailed field investigation on the research object, and finds out the related problems in the marketing work, such as the product positioning is vague, the focus channel is not enough, The brand lacks the effective promotion means and so on. Firstly, the article uses Porter value chain analysis method to analyze the competitiveness of enterprises. At the same time, it uses PEST analysis method and Porter five forces analysis method to analyze the marketing environment in which the enterprises are located. Then STP analysis method is used to find the target market and product orientation of the enterprise. With the help of 4P theory, the marketing combination strategy is formulated for the enterprise, and the implementation guarantee of the marketing strategy is expounded. Finally, the overall strategy is summarized in the conclusion. The so-called good wine is also afraid of deep alleys, good products only combined with the correct marketing strategy, in order to make the real transformation of scientific and technological power into productivity, supporting the future development of the enterprise space. This paper hopes to solve the problem of marketing strategy for 3D company, at the same time, to provide a good reference and reference for LED enterprises in China, to help them explore a way to the world.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
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