發(fā)布時(shí)間：2018-07-10 10:50

  本文選題：定位 + 市場營銷　； 參考：《河北大學(xué)》2013年碩士論文

【摘要】：伴隨著經(jīng)濟(jì)全球化和環(huán)保節(jié)能意義凸顯，我國的LED照明燈具行業(yè)發(fā)展迅猛。產(chǎn)能嚴(yán)重過剩，，競爭的日益激烈，市場的無序混亂也同時(shí)給LED照明行業(yè)的企業(yè)帶來了機(jī)遇和挑戰(zhàn)。LKT公司作為一個(gè)中小型制造業(yè)企業(yè)，在很多企業(yè)紛紛倒閉，又出現(xiàn)很多新進(jìn)的競爭對手的環(huán)境中，舉步維艱，瀕臨破產(chǎn)。本文便是在如此情況下，從營銷管理方面入手對LKT公司進(jìn)行相關(guān)問題的分析研究并提出解決辦法。 首先對相關(guān)市場營銷方面的理論進(jìn)行分析篩選，然后對行業(yè)，市場，競爭對手做出調(diào)查，分析公司的現(xiàn)狀，發(fā)現(xiàn)公司存在的問題，并針對問題，結(jié)合實(shí)際情況提出解決辦法。運(yùn)用STP理論進(jìn)行了市場的細(xì)分和產(chǎn)品的定位。以4P為框架結(jié)合4C,4R的相關(guān)理論，制定了公司的營銷策略組合。
[Abstract]:With the economic globalization and the significance of environmental protection and energy conservation, LED lighting industry in China is developing rapidly. Serious overcapacity, increasingly fierce competition, the chaos of the market has also brought opportunities and challenges to LED lighting industry enterprises. LKT, as a small and medium-sized manufacturing enterprise, has closed down in many enterprises. There are many new competitors in the environment, difficult, on the verge of bankruptcy. Under such circumstances, this paper analyzes and studies the relevant problems of LKT Company from the aspect of marketing management and puts forward some solutions. Firstly, we analyze and screen the relevant marketing theories, then investigate the industry, market and competitors, analyze the current situation of the company, find the problems in the company, and put forward solutions to the problems combined with the actual situation. STP theory is used for market segmentation and product positioning. Taking 4P as the frame and combining the theory of 4CX 4R, the marketing strategy combination of the company is established.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.6

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