A公司LED照明产品的营销渠道评估研究

发布时间：2018-06-02 04:46

本文选题：LED照明企业 + 营销渠道管理　；参考：《福州大学》2014年硕士论文

【摘要】：随着全球经济一体化进程的加速,发达国家产业调整的步伐也不断提速,般LED照明产品的生产制造大量转向发展中国家。由于中国在生产技术、原材料供应、劳动力成本等各个方面都具备规模化生产LED照明产品的条件,成为LED产品的主要输出国,尤其是最近8年以来,国内LED照明产品的总产值已连续8年保持2%的增长率。的未来几年增长还将加速；其三,是随着建筑市场以及居民、工业用电节节攀升,而LED照明产品能耗极低的优势日益凸显的同时LED光源的成本逐日下降使LED照明产品普及的需求和可能性迅速增加。LED照明产品已经迎来销售高峰期,国内LED照明产品的生产企业无疑将会迈入一个销售的“黄金期”。机遇与挑战并存,由于LED照明行业的市场潜力巨大,无数投资者涌入这个行业,加之目前国内LED照明市场尚未有一家企业的市场份额超过3%,业内的企业纷纷通过加强渠道布局以期加强自身的比较优势。本文首先阐述了选题背景与意义、介绍本文的研究主题和内容,接着引入研究中运用的营销渠道管理理论、绩效评估理论、渠道评估理论,还介绍了国内外营销渠道评估研究的现状。接着,文章根据国内LED照明行业的现实情况和LED照明企业营销渠道的特点,研究了对目前国内LED照明企业营销渠道运行绩效进行评估应考虑的主要方面,分别选取了适合LED照明企业营销渠道评估的-级、二级评价指标,制定出较为可行的营销渠道评估策略。进而基于当前LED照明行业与企业的特点设计了国内LED照明营销渠道评估体系。在最后,本文把该营销渠道评估体系应用于对A公司的LED营销渠道评估与分析的实证研究,依次应用问卷调查、层次分析法和模糊综合评价法获取调查结果,并对调查结果加以计算分析,提出相应的分析结果和改进建议。本文总结在前人相关理论研究的基础上,提出LED照明企业营销渠道评估模型体系。从以传统节能灯出口为主向经营LED照明产品转型的A公司面临着市场营销策略的重大调整和改变,文章基于对国内LED照明行业以及A公司渠道现状了解与分析构建了LED照明企业营销渠道评估体系。通过数据分析和处理,对A公司的营销渠道运行绩效进行分析和评估,为A公司的营销渠道管理提出改善建议提供较为可靠的依据,也必将为其他LED照明企业的渠道管理提供一定的实践指导。
[Abstract]:With the acceleration of the process of global economic integration, the pace of industrial adjustment in developed countries has been accelerating, and the production and manufacture of LED lighting products have shifted to developing countries in large quantities. As China has the conditions for large-scale production of LED lighting products in all aspects of production technology, raw material supply, labor costs, etc., it has become a major exporter of LED products, especially in the last eight years. The gross output value of domestic LED lighting products has maintained a 2% growth rate for 8 consecutive years. Growth will accelerate in the next few years; third, as the construction market and residents, industrial electricity consumption continues to rise, While the advantages of extremely low energy consumption of LED lighting products are increasingly prominent, and the cost of LED light source is decreasing day by day, the demand and possibility of popularization of LED lighting products are increasing rapidly. The sales peak of LED lighting products has been ushered in. Domestic LED lighting production enterprises will undoubtedly enter a sales "golden period." Opportunities and challenges coexist. Because of the huge market potential of the LED lighting industry, numerous investors pour into the industry. In addition, at present, there is not a single enterprise in the domestic LED lighting market with a market share of more than 3, so the enterprises in the industry have to strengthen the distribution of channels in order to strengthen their comparative advantages. This paper first describes the background and significance of the topic, introduces the research theme and content, and then introduces the marketing channel management theory, performance evaluation theory, channel evaluation theory, which is used in the research. Also introduced the domestic and foreign marketing channel appraisal research present situation. Then, according to the actual situation of domestic LED lighting industry and the characteristics of LED lighting enterprise marketing channel, this paper studies the main aspects that should be considered to evaluate the performance of domestic LED lighting enterprise marketing channel operation. The grade and two evaluation indexes suitable for LED lighting enterprise marketing channel evaluation are selected, and the more feasible marketing channel evaluation strategies are worked out. Based on the characteristics of current LED lighting industry and enterprises, the domestic LED lighting marketing channel evaluation system is designed. Finally, this paper applies the marketing channel evaluation system to the empirical research on the LED marketing channel evaluation and analysis of company A, and obtains the results of the investigation by questionnaire survey, AHP and fuzzy comprehensive evaluation method. The results of the investigation are calculated and analyzed, and the corresponding analysis results and suggestions for improvement are put forward. On the basis of previous theoretical research, this paper puts forward the LED lighting enterprise marketing channel evaluation model system. Company A, which transformed from traditional energy saving lamp exports to operating LED lighting products, is facing major adjustments and changes in marketing strategies. Based on the understanding and analysis of the domestic LED lighting industry and the channel status of company A, this paper constructs a marketing channel evaluation system for LED lighting enterprises. Through the data analysis and processing, this paper analyzes and evaluates the performance of A company's marketing channel operation, and provides a more reliable basis for the improvement of A company's marketing channel management. It will also provide some practical guidance for the channel management of other LED lighting enterprises.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

【参考文献】