【摘要】：在全球不可再生能源供應(yīng)日趨緊張的今天,半導(dǎo)體照明無疑是節(jié)能領(lǐng)域的一顆明星,世界知名照明企業(yè)花大氣力對LED燈具進(jìn)行研發(fā),中國的照明企業(yè)也不甘落后,大連三維科技有限公司就是其中之一。本文在闡述了LED的市場現(xiàn)狀,發(fā)展趨勢的基礎(chǔ)上,以大連三維科技有限公司為例,探討中國LED企業(yè)如何抓住歷史機(jī)遇,通過制定準(zhǔn)確有效的營銷策略,最終成為國內(nèi)LED著名品牌,在世界級照明企業(yè)中擁有一席之地。 本文綜合研究了LED行業(yè)發(fā)展情況及趨勢,并對研究對象做了比較周密詳細(xì)的實(shí)地調(diào)研,找到其在營銷工作中存在的相關(guān)問題,如產(chǎn)品定位模糊,重點(diǎn)渠道關(guān)注不夠,品牌缺乏有效的推廣手段等。文章首先使用波特價(jià)值鏈分析法,對企業(yè)的競爭力進(jìn)行了分析,同時(shí)采用PEST分析法、波特五力分析法等,對企業(yè)所處的營銷環(huán)境進(jìn)行分析,隨后使用STP分析法找準(zhǔn)企業(yè)的目標(biāo)市場和產(chǎn)品定位,借助4P理論為企業(yè)制定營銷組合策略,并闡述了營銷策略的實(shí)施保障,最后在結(jié)論中對整體策略進(jìn)行了歸納匯總。 所謂酒好也怕巷子深,好的產(chǎn)品只有結(jié)合正確的營銷策略,才能使科技力真正轉(zhuǎn)化為生產(chǎn)力,支撐起企業(yè)的未來發(fā)展空間。本文希望在為三維公司解決營銷策略問題的同時(shí),為中國的LED企業(yè)提供良好的參考和借鑒,幫助他們探索出一條走向世界之路。
[Abstract]:Today, when the global supply of non-renewable energy is increasingly tight, semiconductor lighting is undoubtedly a star in the field of energy saving. World famous lighting enterprises have devoted great efforts to the research and development of LED lamps and lighting enterprises in China are not willing to lag behind. Dalian 3 D Science and Technology Co., Ltd. is one of them. On the basis of expounding the current market situation and developing trend of LED, taking Dalian 3D Science and Technology Co., Ltd as an example, this paper discusses how Chinese LED enterprises seize the historical opportunity and make accurate and effective marketing strategy. Finally become a famous brand of LED in China, in the world-class lighting enterprises have a place. This paper synthetically studies the development and trend of LED industry, and makes a thorough and detailed field investigation on the research object, and finds out the related problems in the marketing work, such as the product positioning is vague, the focus channel is not enough, The brand lacks the effective promotion means and so on. Firstly, the article uses Porter value chain analysis method to analyze the competitiveness of enterprises. At the same time, it uses PEST analysis method and Porter five forces analysis method to analyze the marketing environment in which the enterprises are located. Then STP analysis method is used to find the target market and product orientation of the enterprise. With the help of 4P theory, the marketing combination strategy is formulated for the enterprise, and the implementation guarantee of the marketing strategy is expounded. Finally, the overall strategy is summarized in the conclusion. The so-called good wine is also afraid of deep alleys, good products only combined with the correct marketing strategy, in order to make the real transformation of scientific and technological power into productivity, supporting the future development of the enterprise space. This paper hopes to solve the problem of marketing strategy for 3D company, at the same time, to provide a good reference and reference for LED enterprises in China, to help them explore a way to the world.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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