M公司LED照明产品整合营销传播策略研究

发布时间：2018-04-02 17:08

  本文选题：LED照明产品　切入点：整合营销传播　出处：《华东理工大学》2015年硕士论文

【摘要】：在全球能源日趋紧张、环境问题不断突出的今天,LED照明以其低碳环保、节能高效等优越性能成为替代传统照明的不二之选,LED照明行业呈现出蓬勃发展的光明前景。但是,LED照明的发展之路也并非一帆风顺,大多数LED照明企业将注意力过分集中在产品自身上,不注重产品品牌的塑造,不注重营销传播和推广工作,使得LED照明企业常常陷入恶性竞争的泥淖中。作为众多LED照明企业中的一员,M公司在发展的过程中,也经历了许多曲折,在反思和总结以往的得失之后,认识到通过整合营销传播提高自身的企业和品牌形象,站在消费者的角度重新梳理推广策略,将是M公司摆脱困境,走向成功的必经之路。 本文在阐述我国LED照明行业的发展历程、市场现状和发展趋势的基础上,以M公司为例,在当前的市场环境下,对M公司LED照明产品整合营销传播策略进行了研究。本文设计了消费者调查问卷,通过调查和分析发现,M公司在营销传播的过程中,存在着产品导向不明、品牌形象模糊、传播手段单一等突出问题。并提出了以顾客为导向奠定传播基础、以建立品牌为目标改善产品品质和服务、以企业形象为中心提升传播形象的传播策略,同时,提出了优化组织结构提供人力资源保障,树立全员的整合营销传播理念,重视网络传播工具提升传播效果的支撑策略,对M公司等中国国LED照明企业整合营销传播体系的构建具有一定的借鉴意义。
[Abstract]:In the global energy increasingly tight, environmental problems continue to highlight today, LED lighting with its low carbon environmental protection, energy saving and high efficiency has become a good alternative to traditional lighting industry, LED lighting industry showing a bright future of vigorous development.However, the road to the development of LED lighting is not smooth. Most LED lighting enterprises pay too much attention to the products themselves, do not pay attention to the creation of product brands, do not pay attention to marketing communication and promotion work.LED lighting enterprises often fall into the quagmire of vicious competition.As a member of many LED lighting enterprises, the company has experienced many twists and turns in the process of development. After reviewing and summing up the gains and losses of the past, it is recognized that through integrated marketing communication to improve its own corporate and brand image,Standing in the perspective of consumers, the promotion strategy will be M company out of the predicament, the only way to success.On the basis of expounding the development course, market status and development trend of LED lighting industry in China, taking M Company as an example, this paper studies the integrated marketing and communication strategy of LED lighting products in M Company under the current market environment.This paper designs a questionnaire for consumers, and finds out that in the process of marketing communication, there are some outstanding problems, such as unclear product orientation, vague brand image, single communication means and so on.At the same time, the paper puts forward the communication strategy of taking the customer as the direction, establishing the brand as the goal, improving the product quality and service, and taking the enterprise image as the center to promote the communication image. At the same time, it puts forward the optimization of the organization structure to provide the human resources guarantee.It is of great significance for M company and other Chinese LED lighting enterprises to set up the concept of integrated marketing communication and attach importance to the supporting strategy of network communication tools to enhance the communication effect. It has certain reference significance for the construction of integrated marketing communication system of LED lighting enterprises in China such as M Company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6

【参考文献】

中国期刊全文数据库 前8条

1 张晓斌;王旭辉;;LED防爆照明技术在石化行业中的应用[J];电气应用;2011年14期

2 黄鹂;何西军;;整合营销传播在中国的实施现状分析[J];广告大观(理论版);2010年04期

3 李世宗;;绿色营销绩效改善方法探析[J];湖北财经高等专科学校学报;2008年03期

4 刘力钢;企业可持续发展模式研究[J];辽宁大学学报(哲学社会科学版);2000年03期

5 邱文华;;整合营销传播在我国企业实施中所面临的问题分析[J];企业技术开发;2010年03期

6 陈楠;;LED照明市场前景看好 高亮度驱动技术推波助澜——专访美国国家半导体中国区电源管理产品应用工程师程文涛[J];世界电子元器件;2007年10期

7 李东光;;绿色营销与绿色物流的整合探析[J];聊城大学学报(社会科学版);2008年03期

8 柏德葳;;全球LED产业发展动态[J];电子测试;2007年08期

，

本文编号：1701309