【摘要】：隨著全國經(jīng)濟(jì)和城市化的進(jìn)一步發(fā)展，對于LED整體照明方案的市場需求向著正在發(fā)展之中的各國轉(zhuǎn)化，而且我國正位于一段飛快進(jìn)步的時期，一方面是我國擁有著較大的潛在市場，二是國內(nèi)的LED照明設(shè)計技術(shù)已經(jīng)逐漸成熟，三是LED照明設(shè)計市場被廣大消費(fèi)者所認(rèn)可，從而使中國逐步成為照明方案的主要目標(biāo)市場。并且我們國家的照明產(chǎn)業(yè)值持續(xù)5年的以每年30%的增加量增高。 XX照明公司創(chuàng)設(shè)的照明方案產(chǎn)品是以國內(nèi)市政工程高端酒店及大樓的照明方案產(chǎn)品為主要市場，約占到公司照明方案產(chǎn)品總產(chǎn)值的80%，私人定制的個體商業(yè)消費(fèi)市場群體去年也有不小的增長。本文將對國內(nèi)主要市場之一（高端酒店及大樓）的不斷增長的需求為基礎(chǔ)，提出營銷分析和策略。 本文首先對研究背景及意義、研究主題和內(nèi)容做闡述，再引入文中用到的營銷戰(zhàn)略的概述、照明設(shè)計行業(yè)的介紹等，第三章對XX照明設(shè)計公司營銷環(huán)境分析的基礎(chǔ)之上，在第四章，對XX照明設(shè)計公司的市場環(huán)境作SWOT分析，第五章并就準(zhǔn)目標(biāo)市場的吸引力及競爭力作出了營銷戰(zhàn)略的設(shè)計，在第六章重點(diǎn)介紹了營業(yè)銷售策略與它的營業(yè)銷售組合方針施行的保證和管控，，提供了對應(yīng)的施行、管控計劃，保證此計劃可以成功的施行。 此片文章使用Philip Kotler的理論作為研究指要，用McCartlly的4P理論作為根基，再加上個人的看法解析了XX照明公司的營業(yè)銷售戰(zhàn)略，也全方位的解說了該公司的營業(yè)等情況，對于那些照明企業(yè)的進(jìn)步以及相似的有關(guān)公司的差不多的營業(yè)銷售過程有一個指引和參考對比的功效。
[Abstract]:With the further development of the national economy and urbanization, the market demand for the overall lighting scheme of LED is transformed to the developing countries, and our country is in a period of rapid progress. On the one hand, China has a large potential market; second, the domestic LED lighting design technology has gradually matured; third, the LED lighting design market has been recognized by the majority of consumers, which makes China gradually become the main target market of lighting scheme. And the lighting industry of our country has been increasing by 30% a year for 5 years. The lighting program products created by XX Lighting Company are the main market for the lighting schemes of high-end hotels and buildings of municipal engineering in China. It accounts for about 80 percent of the company's lighting program, and the private sector of the private commercial consumer market has also seen significant growth last year. Based on the growing demand of one of the main domestic markets (high-end hotels and buildings), this paper puts forward the marketing analysis and strategy. In this paper, the background and significance of the research, the research theme and content are described, and then the introduction of the marketing strategy used in this paper, lighting design industry, etc., the third chapter on the basis of XX lighting design company marketing environment analysis, In the fourth chapter, SWOT analysis is made on the market environment of XX Lighting Design Company, and in the fifth chapter, the marketing strategy is designed for the attraction and competitiveness of the quasi-target market. In the sixth chapter, the author mainly introduces the guarantee and control of the implementation of the sales strategy and its combined business and sales policy, and provides the corresponding implementation and control plan to ensure that the plan can be carried out successfully. This article uses Philip Kotler's theory as the research point, uses McCartlly's 4p theory as the basis, plus personal views to analyze the sales strategy of the XX lighting company, and also explains the company's business situation in all directions. It has a guiding and referential effect on the progress of the lighting industry and the similar business and sales process of the company concerned.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.6;F274

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