本文選題：照明行業(yè)　切入點(diǎn)：國際貿(mào)易　出處：《華中科技大學(xué)》2015年碩士論文

【摘要】：近幾年來,尤其是進(jìn)入二十一世紀(jì)后的近十年以來,全球LED照明產(chǎn)業(yè)的發(fā)展勢不可擋,現(xiàn)代人以綠色環(huán)保節(jié)能及智能家居為生活的追求方式,而LED照明燈具具有以上的優(yōu)點(diǎn),加上國家政策大力扶持,所以商人們嗅到商機(jī)紛紛加入該行業(yè),目前已經(jīng)成為現(xiàn)在最炙手可熱的陽光產(chǎn)業(yè)之一。從而開創(chuàng)了以環(huán)保、整合、智能為核心的LED照明新時(shí)代。本文完成過程中采用了工作分析法,訪談法,實(shí)驗(yàn)法等作為主要研究方法。本論文主要以LED照明企業(yè)經(jīng)營現(xiàn)狀為實(shí)例,對(duì)企業(yè)內(nèi)部發(fā)展策略和市場營銷策略進(jìn)行研究。在著手撰寫論文之前,本人先是閱讀大量的文獻(xiàn),提煉理論,同時(shí)依據(jù)親自參加多家LED照明企業(yè)經(jīng)營和市場營銷,收集在實(shí)踐過程中最真實(shí)的信息。LED照明上游高端技術(shù)還是集中掌握在美日韓三國中,中國LED照明企業(yè)無論是在技術(shù)競爭上、人才競爭上、企業(yè)管理上、內(nèi)部制度、業(yè)務(wù)管理制度上,營銷策略上都跟國際水平有著相當(dāng)大的差距,那么如何解決這些問題呢?在大量文獻(xiàn)研究的基礎(chǔ)上,本文綜合了目前企業(yè)內(nèi)部管理和市場營銷中的各環(huán)節(jié),針對(duì)LED照明企業(yè)內(nèi)貿(mào)營銷和外貿(mào)市場進(jìn)行優(yōu)劣勢分析和企業(yè)實(shí)際情況的全方位評(píng)估,以提高企業(yè)企業(yè)的綜合競爭力,還增加了一些實(shí)用性的內(nèi)部調(diào)整方法和對(duì)外營銷策略。通過對(duì)LED照明行業(yè)的大背景的分析、以及對(duì)LED照明企業(yè)生產(chǎn)和經(jīng)營現(xiàn)狀的優(yōu)劣勢的詳細(xì)分析、對(duì)市場需求環(huán)境的分析、對(duì)內(nèi)外貿(mào)企業(yè)存在問題的分析等,然后相對(duì)詳細(xì)的闡述了LED照明企業(yè)如何解決行業(yè)中遇到的問題、如何良性快速發(fā)展、提高企業(yè)的內(nèi)部管理水平,促進(jìn)業(yè)務(wù)流程改造,簡歷企業(yè)聯(lián)盟策略以及對(duì)LED照明燈具企業(yè)營銷策略的積極研究,渠道戰(zhàn)略聯(lián)盟深耕渠道,在傳統(tǒng)渠道基礎(chǔ)上開發(fā)隱形渠道,樹立品牌意識(shí)進(jìn)行品牌戰(zhàn)略,提高企業(yè)信譽(yù)和完善服務(wù)來贏取市場。
[Abstract]:In recent years, especially after entering the 21 century, the development of global LED lighting industry is unstoppable. Modern people pursue green environmental protection and energy saving and smart home as the way of life, and LED lighting lamps have the above advantages. In addition to the strong support of state policies, businessmen have sniffed business opportunities to join the industry, which has now become one of the hottest sunshine industries, thus creating environmental protection and integration. The new era of LED lighting with intelligence as the core. In the process of the completion of this paper, work analysis method, interview method and experimental method are used as the main research methods. This paper mainly takes the current management situation of LED lighting enterprises as an example. Before writing the thesis, I first read a lot of documents, refine the theory, and participate in the management and marketing of many LED lighting enterprises. Collect the truest information in practice .LED lighting upstream high-end technology or concentrated in the United States, Japan and South Korea, China's LED lighting enterprises in technology competition, talent competition, enterprise management, internal system, Business management system, marketing strategy with the international level has a considerable gap, so how to solve these problems? On the basis of a large number of literature studies, this paper synthesizes all aspects of the internal management and marketing of enterprises, analyzes the advantages and disadvantages of the domestic trade marketing and foreign trade market of LED lighting enterprises, and evaluates the actual situation of the enterprises in all directions. In order to improve the comprehensive competitiveness of enterprises, some practical internal adjustment methods and external marketing strategies are added. Through the analysis of the background of LED lighting industry, And the advantages and disadvantages of the production and management status of LED lighting enterprises, the analysis of the market demand environment, the analysis of the problems existing in domestic and foreign trade enterprises, etc. Then it explains in detail how LED lighting enterprises solve the problems encountered in the industry, how to develop quickly, how to improve the internal management level of enterprises, and how to promote the transformation of business processes. R 茅 sum 茅 enterprise alliance strategy and the positive research of LED lighting enterprise marketing strategy, channel strategic alliance deep ploughing channel, develop invisible channel on the basis of traditional channel, establish brand consciousness to carry on brand strategy, Improve the reputation of enterprises and improve services to win the market.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F274

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