本文選題：LED照明產(chǎn)品　切入點：整合營銷傳播　出處：《華東理工大學》2015年碩士論文

【摘要】：在全球能源日趨緊張、環(huán)境問題不斷突出的今天,LED照明以其低碳環(huán)保、節(jié)能高效等優(yōu)越性能成為替代傳統(tǒng)照明的不二之選,LED照明行業(yè)呈現(xiàn)出蓬勃發(fā)展的光明前景。但是,LED照明的發(fā)展之路也并非一帆風順,大多數(shù)LED照明企業(yè)將注意力過分集中在產(chǎn)品自身上,不注重產(chǎn)品品牌的塑造,不注重營銷傳播和推廣工作,使得LED照明企業(yè)常常陷入惡性競爭的泥淖中。作為眾多LED照明企業(yè)中的一員,M公司在發(fā)展的過程中,也經(jīng)歷了許多曲折,在反思和總結以往的得失之后,認識到通過整合營銷傳播提高自身的企業(yè)和品牌形象,站在消費者的角度重新梳理推廣策略,將是M公司擺脫困境,走向成功的必經(jīng)之路。 本文在闡述我國LED照明行業(yè)的發(fā)展歷程、市場現(xiàn)狀和發(fā)展趨勢的基礎上,以M公司為例,在當前的市場環(huán)境下,對M公司LED照明產(chǎn)品整合營銷傳播策略進行了研究。本文設計了消費者調(diào)查問卷,通過調(diào)查和分析發(fā)現(xiàn),M公司在營銷傳播的過程中,存在著產(chǎn)品導向不明、品牌形象模糊、傳播手段單一等突出問題。并提出了以顧客為導向奠定傳播基礎、以建立品牌為目標改善產(chǎn)品品質(zhì)和服務、以企業(yè)形象為中心提升傳播形象的傳播策略,同時,提出了優(yōu)化組織結構提供人力資源保障,樹立全員的整合營銷傳播理念,重視網(wǎng)絡傳播工具提升傳播效果的支撐策略,對M公司等中國國LED照明企業(yè)整合營銷傳播體系的構建具有一定的借鑒意義。
[Abstract]:In the global energy increasingly tight, environmental problems continue to highlight today, LED lighting with its low carbon environmental protection, energy saving and high efficiency has become a good alternative to traditional lighting industry, LED lighting industry showing a bright future of vigorous development.However, the road to the development of LED lighting is not smooth. Most LED lighting enterprises pay too much attention to the products themselves, do not pay attention to the creation of product brands, do not pay attention to marketing communication and promotion work.LED lighting enterprises often fall into the quagmire of vicious competition.As a member of many LED lighting enterprises, the company has experienced many twists and turns in the process of development. After reviewing and summing up the gains and losses of the past, it is recognized that through integrated marketing communication to improve its own corporate and brand image,Standing in the perspective of consumers, the promotion strategy will be M company out of the predicament, the only way to success.On the basis of expounding the development course, market status and development trend of LED lighting industry in China, taking M Company as an example, this paper studies the integrated marketing and communication strategy of LED lighting products in M Company under the current market environment.This paper designs a questionnaire for consumers, and finds out that in the process of marketing communication, there are some outstanding problems, such as unclear product orientation, vague brand image, single communication means and so on.At the same time, the paper puts forward the communication strategy of taking the customer as the direction, establishing the brand as the goal, improving the product quality and service, and taking the enterprise image as the center to promote the communication image. At the same time, it puts forward the optimization of the organization structure to provide the human resources guarantee.It is of great significance for M company and other Chinese LED lighting enterprises to set up the concept of integrated marketing communication and attach importance to the supporting strategy of network communication tools to enhance the communication effect. It has certain reference significance for the construction of integrated marketing communication system of LED lighting enterprises in China such as M Company.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.6

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本文編號：1701309