毕业设计（论文）《LED照明系列产品市场调查与推广》.doc

PAGE PAGE I 题 目: LED照明系列产品市场调查与推广 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 随着LED照明光源以其节能、环保、寿命长、体积小等一系列优势和节能减排的特点，已成为全球最热门、最瞩目的光源。LED照明是全球性的产业，目前全世界都在寻求解决经济发展和能源短缺的矛盾，给整个绿色照明生产行业带来广阔的市场前景与新的机遇。LED节能照明系列产品难以得到推广的原因很多，但最主要的还是产品的质量问题，因LED节能灯价格昂贵，消费者更希望其经久耐用，但往往事与愿违。 本文从行业、市场需求入手，首先对LED照明行业市场环境调研，主要的调研内容有：LED照明系列产品目标市场的容量及发展潜力；LED照明行业的营销特点及行业竞争状况。其次对消费者进行调研，主要的调研内容有：费者消费心理和购买行为调研；消费者对行业/产品了解程度调研；消费者对品牌的意识、对本品牌及竞争品牌的观念及行为差异；消费者分布及特性。再次对企业的竞争对手进行调研，主要的调研内容有：主要竞争者的产品与品牌优、劣势；主要竞争者的营销方式与营销策略；主要竞争者市场概况；主要竞争企业的管理模式。最后对LED照明制造企业所面临的机会与威肋和主要竞争者相比较的优势与劣势进行分析。并结合实际，提出LED照明制造企的产品推广思路。 通过调查分析得出以下结论：推广LED节能照明产品不光企业对产品的宣传，更重要的是政府的宣传，尤其是让消费者明白马上行动去改造原有的低效率的照明系统，不要等到原来低效率的照明系统用到坏了才改造。 关键词：LED照明 市场调查 市场推广 Title：LED Lighting Products Market Research and Promotion Abstract Along with the LED lighting source by its energy conservation, the environmental protection, the life is long, the volume small and so on a series of superiority and the energy conservation reduce a row of characteristic, has become the photo source which the whole world is most popular, most focuses attention on. Especially the LED luminous efficiency large scale is enhancing, the price drops gradually, already started in the ordinary illumination domain to obtain the application At present in the LED illuminations application aspect, is starting the functionality illumination aspect to apply gradually. The market expands unceasingly, from the demonstration to the illumination, extends from the special illumination to the ordinary illumination. Exterior lighting markets and so on road lighting, tunnel illumination along with LED light effect enhancement and price drop, but the big area application, the agriculture, the military, the aviation and so on new application domain gradually will also develop. Is getting more and more prominent along with the energy scarce question, the LED importance and the market space a