厦门通士达照明公司营销策略研究

发布时间：2018-04-21 10:27

本文选题：通士达 + 转型　；参考：《华侨大学》2015年硕士论文

【摘要】：近年来,节能与环保成为世界范围内普遍关注的主题,各国纷纷推进节能减排措施,推动高效照明产品的普及和应用,市场快速成长。与此同时,照明行业作为劳动密集型行业,它的规范成长,关系着千万人的就业和社会的稳定。中国是照明产品的生产大国,占有世界照明产品90%以上的份额。然而,国内照明生产企业多以代工为主,技术、市场两头在外,业内白热化的价格战不断蚕食有限的利润空间,加上针对中国的贸易壁垒造成的与其他国家同业企业竞争的不公平环境,企业生存越来越困难。因此,研究以代工为主的照明企业转型期的营销策略具有重要的理论价值和现实意义。通士达是一家有着悠久历史的照明企业,从1963年做白炽灯开始,企业已经经历了数次行业变革。在九十年代中期被迫重组后,通士达在第二代照明产品-紧凑型节能灯上,抓住与世界照明巨头-GE公司合作的机会,又一次成功登上了行业龙头企业的地位。在历经了破产重组的低谷和行业龙头的巅峰、并参与过几代照明产品残酷的市场竞争后,通士达无疑是业内最典型的企业之一,有关它的研究成果,对业内众多企业具有相当的借鉴意义。如今,在第三代固体照明LED产品上,通士达再次面临激烈的竞争,如何在复杂的环境中找准策略、找到出路,不仅再一次把通士达放在十字路口上,也将再次带动行业的新一轮洗牌。本文拟选取厦门通士达照明公司进行研究,采用PEST方法,从政治经济、法律法规、社会环境、技术环境等四方面对宏观环境进行深入分析;再运用波特五力模型对行业竞争环境进行有效分析;再利用SWOT矩阵,分析罗列企业的优势、劣势、机会与威胁。在此分析上,提出公司在现阶段可能采取的营销改善策略。然后,采用STP理论,立足企业自身的核心优势,针对现行营销策略存在的问题提出企业调整后的业务定位和竞争策略,再用营销4P理论的工具分别阐述企业在产品、价格、渠道和促销等四方面应做出的适应性策略调整。最后,针对企业当前管理中存在的问题,探讨如何改进组织、投入资源和建立市场导向的观念来保障公司营销策略的有效实施。
[Abstract]:In recent years, energy conservation and environmental protection have become the theme of universal concern worldwide. All countries have pushed forward energy saving and emission reduction measures, promoting the popularization and application of high efficiency lighting products, and the market is growing rapidly. At the same time, the lighting industry is a labor intensive industry, its standard growth is related to the employment of millions of people and social stability. The big country of the production of bright products occupies more than 90% of the world's lighting products. However, the domestic lighting production enterprises are mainly based on the generation of generation, technology and market, and the price war in the industry is constantly feeding on the limited profit space, and the unfair environment made by the trade barriers against other countries made by China's trade barriers. It is more and more difficult for the enterprise to survive. Therefore, it is of great theoretical and practical significance to study the marketing strategy of the transition period of the lighting enterprise based on the generation of subsistence. On the second generation of lighting products - compact energy-saving lamps, seize the opportunity to cooperate with the world lighting giant -GE company, and once again successfully ascended the position of the industry leading enterprises. After the trough of bankruptcy reorganization and the peak of the industry leading, and after the market competition of several generations of lighting products, it is undoubtedly the best of the industry. One of the typical enterprises, related to its research results, has considerable reference to many enterprises in the industry. Now, on the third generation of solid lighting LED products, Tong Shi is faced with fierce competition. How to find out the strategy in the complex environment and find a way out, not only to put it at the crossroads again, but also to bring it again. The new round of shuffle in the industry. This article is to select Xiamen Tong Shi lighting company to carry on the research, use the PEST method, from the political economy, law and regulation, social environment, technical environment and other four sides to analyze the macro environment in-depth analysis; then the Potter five force model is used to analyze the industry competitive environment effectively; and then use the SWOT matrix to analyze the listed companies. The advantages, disadvantages, opportunities and threats of the industry. In this analysis, we put forward the marketing improvement strategy that the company may take at the present stage. Then, it adopts the STP theory, based on the core advantages of the enterprise, and puts forward the business orientation and competition strategy after the adjustment of the current marketing strategy, and then expounds the tools of the marketing 4P theory respectively. The enterprise should adjust the adaptive strategy in four aspects, such as product, price, channel and promotion. Finally, in view of the problems existing in the current management of the enterprise, this paper discusses how to improve the organization, invest resources and establish the concept of market orientation to ensure the effective implementation of the company's marketing strategy.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

【参考文献】