T企业LED照明产品营销策略研究

发布时间：2018-04-22 21:25

本文选题：LED照明企业 + 营销战略　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着科技的进步及经济的发展,人们对生活居住环境的要求也不断提高。照明由原来的基本照明要求已经逐渐向美观、舒适、环保等要求转化。因此,照明市场的容量一直在不断扩大,对照明产品的需求不断的增多。中国由于庞大的人口基数和近年来中国经济的腾飞,已经成为照明产品的生产和消费大国。据统计中国的照明行业总产值已经连续10年增长率在20%以上。而LED照明作为新兴的革命性照明产品,更是增长迅猛。由于LED照明产品的电光转化效率大大超越的传统灯具,因此具有卓越的节能效果；而且还具有抗振动、寿命长、套件可回收再利用、不污染环境等特点。因此被中国政府大力推崇,并正在被广大消费者慢慢接受。本文首先对所研究的背景、研究的意义、研究的主题和内容进行了介绍,并阐述了国内外在战略、营销战略研究、SWOT分析等方面的研究状况。接下来,介绍了照明行业发展概况,运用PEST分析方法对照明行业的宏观环境进行分析,根据分析的结果确定T公司总体发展战略。然后,进行公司内部的环境分析,针对公司的总体发展战略,通过SWOT分析及(QSPM)分析,确定竞争战略,并运用公司竞争优势矩阵分析对市场进行细分和选择。根据市场细分选择的结果对公司主要产品进行筛选,并通过对目前T公司目前存在的问题的分析,对各个职能部门进行调整,从而确定营销战略组合。最后针对经过分析后得出的T公司较优化的营销战略组合设计了相应的执行保障,以确保该营销战略的达成。
[Abstract]:With the progress of science and technology and the development of economy, people's requirements for living environment are also increasing. Lighting from the original basic lighting requirements have gradually changed to beauty, comfort, environmental protection and other requirements. Therefore, the lighting market capacity has been expanding, the demand for lighting products is increasing. Due to its huge population base and the rapid development of its economy in recent years, China has become a major producer and consumer of lighting products. According to statistics, the total output value of lighting industry in China has increased by more than 20% for 10 consecutive years. LED lighting as a new revolutionary lighting products, is growing rapidly. The LED lighting products have excellent energy-saving effect due to the high efficiency of electro-optic conversion, which greatly exceeds the traditional lamps and lanterns, and also has the characteristics of anti-vibration, long life, reusing kit and no pollution to the environment and so on. Therefore, by the Chinese government strongly respected, and is being accepted by the majority of consumers. Firstly, this paper introduces the background, significance, subject and content of the research, and expounds the research status of SWOT analysis on strategy, marketing strategy research and so on at home and abroad. Then, the general situation of lighting industry development is introduced, the macro environment of lighting industry is analyzed by PEST analysis method, and the overall development strategy of T Company is determined according to the results of the analysis. Then, the internal environment analysis of the company is carried out. According to the overall development strategy of the company, the competitive strategy is determined by SWOT analysis and QSPM analysis, and the market is subdivided and selected by using the competitive advantage matrix analysis. According to the results of market segmentation, the main products of the company are screened, and through the analysis of the current problems in T Company, the various functional departments are adjusted to determine the marketing strategy combination. Finally, according to the analysis of T Company's optimized marketing strategy combination, the corresponding implementation guarantee is designed to ensure the achievement of the marketing strategy.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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