XX照明设计企业的市场营销策略研究

发布时间：2018-09-04 18:13

【摘要】：随着全国经济和城市化的进一步发展，对于LED整体照明方案的市场需求向着正在发展之中的各国转化，而且我国正位于一段飞快进步的时期，一方面是我国拥有着较大的潜在市场，二是国内的LED照明设计技术已经逐渐成熟，三是LED照明设计市场被广大消费者所认可，从而使中国逐步成为照明方案的主要目标市场。并且我们国家的照明产业值持续5年的以每年30%的增加量增高。 XX照明公司创设的照明方案产品是以国内市政工程高端酒店及大楼的照明方案产品为主要市场，约占到公司照明方案产品总产值的80%，私人定制的个体商业消费市场群体去年也有不小的增长。本文将对国内主要市场之一（高端酒店及大楼）的不断增长的需求为基础，提出营销分析和策略。本文首先对研究背景及意义、研究主题和内容做阐述，再引入文中用到的营销战略的概述、照明设计行业的介绍等，第三章对XX照明设计公司营销环境分析的基础之上，在第四章，对XX照明设计公司的市场环境作SWOT分析，第五章并就准目标市场的吸引力及竞争力作出了营销战略的设计，在第六章重点介绍了营业销售策略与它的营业销售组合方针施行的保证和管控，，提供了对应的施行、管控计划，保证此计划可以成功的施行。此片文章使用Philip Kotler的理论作为研究指要，用McCartlly的4P理论作为根基，再加上个人的看法解析了XX照明公司的营业销售战略，也全方位的解说了该公司的营业等情况，对于那些照明企业的进步以及相似的有关公司的差不多的营业销售过程有一个指引和参考对比的功效。
[Abstract]:With the further development of the national economy and urbanization, the market demand for the overall lighting scheme of LED is transformed to the developing countries, and our country is in a period of rapid progress. On the one hand, China has a large potential market; second, the domestic LED lighting design technology has gradually matured; third, the LED lighting design market has been recognized by the majority of consumers, which makes China gradually become the main target market of lighting scheme. And the lighting industry of our country has been increasing by 30% a year for 5 years. The lighting program products created by XX Lighting Company are the main market for the lighting schemes of high-end hotels and buildings of municipal engineering in China. It accounts for about 80 percent of the company's lighting program, and the private sector of the private commercial consumer market has also seen significant growth last year. Based on the growing demand of one of the main domestic markets (high-end hotels and buildings), this paper puts forward the marketing analysis and strategy. In this paper, the background and significance of the research, the research theme and content are described, and then the introduction of the marketing strategy used in this paper, lighting design industry, etc., the third chapter on the basis of XX lighting design company marketing environment analysis, In the fourth chapter, SWOT analysis is made on the market environment of XX Lighting Design Company, and in the fifth chapter, the marketing strategy is designed for the attraction and competitiveness of the quasi-target market. In the sixth chapter, the author mainly introduces the guarantee and control of the implementation of the sales strategy and its combined business and sales policy, and provides the corresponding implementation and control plan to ensure that the plan can be carried out successfully. This article uses Philip Kotler's theory as the research point, uses McCartlly's 4p theory as the basis, plus personal views to analyze the sales strategy of the XX lighting company, and also explains the company's business situation in all directions. It has a guiding and referential effect on the progress of the lighting industry and the similar business and sales process of the company concerned.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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