發(fā)布時(shí)間：2018-03-08 05:19

  本文選題：S公司　切入點(diǎn)：LED燈管　出處：《西南交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：最近幾年,隨著國(guó)際市場(chǎng)的疲軟和不振,照明產(chǎn)品價(jià)格也逐漸下滑,國(guó)內(nèi)很多LED企業(yè)利潤(rùn)降低,發(fā)展速度趨緩甚至走向虧損。而要改變這種局面,拓展市場(chǎng)的覆蓋面,做大做強(qiáng)提升競(jìng)爭(zhēng)能力,除了要加大核心技術(shù)的研發(fā),加大創(chuàng)新力度外,狠抓市場(chǎng)營(yíng)銷,強(qiáng)化營(yíng)銷戰(zhàn)略的研究就顯得十分關(guān)鍵和重要。只有抓住的市場(chǎng)才能在業(yè)界處于一流水平和地位,才能有大的發(fā)展和未來(lái)。S公司是一家高科技LED企業(yè),要使得其快速發(fā)展,能夠在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得勝利,強(qiáng)化市場(chǎng)營(yíng)銷策略就顯得尤為重要。論文運(yùn)用文獻(xiàn)研究法、案例研究法、對(duì)比分析法、STP分析等方法,依據(jù)相關(guān)理論知識(shí),在現(xiàn)有理論成果的基礎(chǔ)上進(jìn)行了深入研究,以S公司LED燈管廣東區(qū)域市場(chǎng)營(yíng)銷策略研究為研究課題,從中總結(jié)出以下幾點(diǎn):(1)運(yùn)用STP分析和SWOT分析,從S公司的政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境以及技術(shù)環(huán)節(jié)出發(fā),并通過(guò)對(duì)S公司優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和威脅等四個(gè)方面進(jìn)行了分析闡述。通過(guò)分析,發(fā)現(xiàn)S公司LED燈管廣東區(qū)域市場(chǎng)營(yíng)銷策略的機(jī)遇與挑戰(zhàn)并存。(2)針對(duì)上述文章中所總結(jié)出的問(wèn)題,并進(jìn)行STP分析和SWOT分析,作者在學(xué)習(xí)研究了相關(guān)理論資料之后,通過(guò)對(duì)實(shí)際工作經(jīng)驗(yàn)的總結(jié)以及對(duì)市場(chǎng)環(huán)境的考察,提出了 S公司LED燈管廣東區(qū)域市場(chǎng)營(yíng)銷策略的保障舉措。主要分以下幾個(gè)方面:一、加大對(duì)經(jīng)銷商支持力度;二、改進(jìn)營(yíng)銷服務(wù)流程;三、提升營(yíng)銷人員素質(zhì);四、健全營(yíng)銷管理制度;五、強(qiáng)化營(yíng)銷績(jī)效考核。隨著我國(guó)經(jīng)濟(jì)發(fā)展速度的持續(xù)增快,環(huán)境保護(hù)的意識(shí)逐漸被社會(huì)所認(rèn)同,社會(huì)經(jīng)濟(jì)的發(fā)展不能離開(kāi)環(huán)境的支撐,這樣才能實(shí)現(xiàn)經(jīng)濟(jì)的可持續(xù)增長(zhǎng),由此可見(jiàn),LED燈的市場(chǎng)需求前景很大,國(guó)家政府應(yīng)當(dāng)提高對(duì)其的重視程度。因此,無(wú)論是從政府角度還是從企業(yè)角度出發(fā),都應(yīng)該積極制定科學(xué)合理的市場(chǎng)營(yíng)銷策略。論文研究為全國(guó)LED燈具市場(chǎng)營(yíng)銷提供了研究方向,為國(guó)內(nèi)其他行業(yè)的企業(yè)市場(chǎng)營(yíng)銷戰(zhàn)略的實(shí)施起到一定的借鑒和參考作用。
[Abstract]:In recent years, with the weakness and depression of the international market, the prices of lighting products have also gradually declined, and many domestic LED enterprises have seen their profits decline, the development rate slowed down and even went towards losses. However, it is necessary to change this situation and expand the market coverage. In addition to increasing the research and development of core technologies and increasing the intensity of innovation, we should pay close attention to marketing. It is very important and crucial to strengthen the research of marketing strategy. Only by grasping the market can we be in the first-class level and position in the industry. Only then can we have a great development and the future of .S company is a high-tech LED enterprise, to make it develop rapidly. To be able to win in the fierce market competition, it is very important to strengthen the marketing strategy. This paper uses the literature research method, the case study method, the comparative analysis method and the STP analysis method, according to the relevant theory knowledge, the paper uses the literature research method, the case study method, the contrast analysis method and so on. On the basis of the existing theoretical results, this paper takes the research of the regional marketing strategy of S company LED lamp tube in Guangdong as the research topic, and summarizes the following points: 1) using the STP analysis and SWOT analysis, from the S company's political environment, Starting from the economic environment, social environment and technological links, and by analyzing the strengths, weaknesses, opportunities and threats of S Company, It is found that the opportunity and challenge of LED regional marketing strategy of S company exist side by side. (2) aiming at the problems summarized in the above article, STP analysis and SWOT analysis are carried out. After studying the relevant theoretical data, the author studies and studies the relevant theoretical data. Through summing up the practical work experience and investigating the market environment, this paper puts forward the safeguard measures of the LED lamp tube Guangdong regional marketing strategy of S Company. The main points are as follows: first, increase the support to the dealers; second, Improve the marketing service flow; third, improve the quality of marketing personnel; fourth, perfect the marketing management system; fifth, strengthen the marketing performance appraisal. With the sustained increase of the speed of economic development in China, the awareness of environmental protection is gradually recognized by the society. Social and economic development can not be separated from the support of the environment, so as to achieve sustainable economic growth, it can be seen that the market demand for LED lamps is very promising, and the national government should pay more attention to it. Whether from the angle of government or from the angle of enterprise, we should actively formulate scientific and reasonable marketing strategies. The research of this paper provides a research direction for the marketing of LED lamps and lanterns in China. It can be used for reference and reference for the implementation of marketing strategy of other industries in China.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.6

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