毕业论文LED照明系列产品营销策略研究.doc

PAGE 19 题 目: LED照明系列产品营销策略研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： PAGE I 摘 要 随着社会的整体发展，我国的照明行业得到了长足的发展。国内照明专业生产厂商的数目急剧增长，照明设备的需求不断上升，照明产品的种类日趋丰富，国内基本形成了一个良性循环的市场格局。与此同时，在中国照明市场中，一些国外知名企业也扮演着重要角色，它们不仅是先进产品技术的代表，而且占据了国内较大的市场份额，进一步加剧了国内照明产品的市场竞争。在这个日趋激烈的市场竞争中，照明厂商在拥有发展机会的同时，面对的更多的是竞争带来的生存和发展挑战。为此，照明厂商在加强基础技术的研发，提高产品质量，培养和增强企业核心竞争能力的同时，还必须掌握和正确运用科学的市场分析方法与营销战略。 本文主要论述了河南省的LED照明设备生产厂商之一—河南华阳能源发电科技有限公司在中国照明设备市场不断成熟同时竞争更加激烈的状况下，应该如何在市场竞争格局中进行自我定位，如何制定具体的营销战略以及如何实施和控制该营销战略。论文首先对公司所处的宏观环境和行业状况进行了详细分析。在此基础上论文分别从市场细分战略、渠道战略、产品战略、促销战略等方面研究了公司的营销策略。最后，论文又阐述了公司营销战略实施与控制的具体做法。 关键词：LED 照明产品 营销策略 Title Research of LED Lighting Products Marketing Strategies Abstract As society develops, our countrys lighting industry has made great advances. The number of special manufactures of lighting has risen sharply, the demand of lighting products has grown continuously, the kinds of lighting products have become richer and richer, and a market pattern of good circulation has basically formed at home. At the same time, in the Chinese market of lighting, some foreign famous enterprises play an important part. They are not only the representation of advanced technology, but also occupy the bigger market share in the domestic market, which further sharpen the market competition of domestic lighting products. In the more and more fierce market competition, while the lighting manufactures are having developmental opportunities, they are facing the challenges of existence and development which competition has brought about. So, while the lighting manufacturers are strengthening the research of basic technology, improving the product quality, fostering and strengthening the key competition ability, they must grasp and use scientific market analysis method and market strategy. This article mainly discusses how one of the bigger lighting manufacturers in Henan Province - Henan Huayang Energy Pow