佛山电器照明股份有限公司LED营销策略研究.docxVIP

佛山电器照明股份有限公司LED营销策略研究摘 要近年来LED产业在世界各国发展迅速，并掀起了以LED照明产品为主要应用对象的第四代照明革命。我国LED产业当前还在起步阶段, 多数企业处于产业链的中下游位置, 而佛山照明LED是众多LED企业发展的典范。本文通过对佛山照明LED营销策略的研究, 就我国LED企业如何顺应历史潮流, 如何处理产品销售和品牌打造过程中所面对的困难, 通过提高销售量壮大自身实力, 成为杰出的民族品牌。本文是在对LED行业以及代表性企业在数据汇总、资料收集的基础上完成的。LED行业问世不久，发展前景一片光明。本文分别利用PEST和SWOT工具对LED行业进行分析：首先是国内外宏观市场环境，然后是产业链的详细剖析, 并指出佛山照明LED处于产业链的中下游，今后应往上游延伸发展。同时，本文也十分看好LED民用照明产品的发展远景，向广大LED企业向应用产品领域发展提供了有价值的信息。本文通过分析佛山照明LED目前的发展现状,首先总结出佛山照明LED现阶段主要的营销瓶颈是: LED海外市场销量不佳,销量亟需提高。在此基础上，依托STP工具确定佛山照明LED的营销策略。并以此作延伸，在该营销策略的框架下，通过4P理论为佛山照明LED提供实用营销解决方案。论文最后指出在执行这些营销策略时需建立相应的保障制度。关键词：LED，营销战略，4P策略Foshan Lighting LED Marketing StrategyAbstractIn recent years, LED industry develops around the world very fast , and launch the fourth-generation lighting revolution. Chinas LED industry is in its infancy and most of the led manufacturers are in the downstream industry chain. Foshan Lighting LED is one of the more typical representatives. This article takes Foshan Lighting LED as an example, discusses how Chinas LED enterprises should develop, how to resolve the difficulties encountered in marketing in order to improve sales performance, helping the company expansion creating national LED brand.This article is formed on the basis o the detailed research on the LED industry as well as representative company . LED industry is a sunrise industry with previous general course of development of new industries ,that is from development, growth, maturity to the evolution of recession . This articel analyzes the domestic LED macro market environment through PEST , and then has the in-depth analysis from the perspective of industry chain, providing reference to the proposed development of LED enterprises in the upstream industry chain . In addition, it also analyzes the market of LED application products, noting the civilian lighting products in the future development, and providing the valuable information for the LED enterprises in application development.This article analyzes the current LED d