深圳L公司LED显示屏营销策略研究
摘要
随着LED产业在世界各地的迅猛发展,中国的LED产业目前尚处于早期阶段,多数企业处于产业链的封装环节并寻求更近一步的发展,而深圳市L电子公司是其中比较典型的代表。本文以该公司为例,探讨中国LED企业应该如何抓住历史发展机遇,如何克服在市场营销中所遇到的难题,提高销售业绩,扩大公司规模,塑造民族LED品牌,从而在世界的LED产业格局中占有一席之地。
本文是在对LED行业以及研究对象公司进行详尽的实地调研基础上形成的。LED行业是一个方兴未艾的新型产业,具备以往新兴产业从开发、成长、成熟到衰退的演变性。本文通过研究国内LED行业的现状与问题,首先通过PEST分析方法分析了LED行业的国内外宏观市场环境。然后从产业链的角度深度进行剖析,为国内LED行业的纵向一体化进程提供参考性建议与方向。并且深度分析了LED应用产品的市场前景,为国内LED封装企业如何选择市场最为看好的应用产品领域提供了有价值信息。
然后,本文通过深入调研与分析深圳市L电子公司目前的发展现状,通过价值链分析,总结出L电子公司目前最大的营销问题是：显示屏产品亟需打开海外市场,提高销售业绩。然后文章通过细分市场、选择目标市场、产品定位确定公司的营销策略目标；在营销策略目标的指导下,文章通过产品策略、渠道策略、价格策略、促销策略为公司提供具体有效的营销解决方案。文章最后针对如何实施与保障这些策略,对公司打造卓有成效的销售团队与营销策略相适应的企业文化进行了研究。
As the LED industry rapidly developing around the world, China's LED industry is still in early stages, and most enterprises are in the state of packaging in the industrial chain and are finding a step closer to development. What's more, Shenzhen L Electronics is one of the most typical representative. In this paper take this company for example to explore how China LED companies should seize the historical opportunity for development, and how to overcome the marketing problems encountered, how to increase sales and expand the company size, how to build a national LED brand. As a result, Chinese LED companies can take one piece of cake in the LED industry in the world.
This article is constructed by detailed study on the LED industry and the company. LED is a burgeoning high-tech industry,and it has all the evolving particularities which the past burgeoning industries have. This paper firstly analysis the LED industry market conditions at home and abroad by PEST. Then it studies the domestic LED industry status and problems, making deep analysis from the perspective of industry chain, providing advice and direction of the reference for the domestic LED industry vertical integration. And making the deep analysis of LED application products'market prospects, Providing valuable information for LED packaging companies how to select the most promising areas of application.
Then, this paper deeply does research in Shenzhen L Electronics current development status. Summarizing L Electronics biggest marketing problem:Display products need to open markets, increase sales. Then, we doing market segments, selecting target markets, product positioning of the company's marketing strategy goals. Then, under the guidance of the marketing objectives, the article uses the 4P's strategy for the company to provide specific and effective marketing solutions. Finally, in order to carry out and ensure these strategies, the article sets studies on "how to build outstanding sales team" and "how to build a corporate culture which adapt to these strategies".
本文是在对LED行业以及研究对象公司进行详尽的实地调研基础上形成的。LED行业是一个方兴未艾的新型产业,具备以往新兴产业从开发、成长、成熟到衰退的演变性。本文通过研究国内LED行业的现状与问题,首先通过PEST分析方法分析了LED行业的国内外宏观市场环境。然后从产业链的角度深度进行剖析,为国内LED行业的纵向一体化进程提供参考性建议与方向。并且深度分析了LED应用产品的市场前景,为国内LED封装企业如何选择市场最为看好的应用产品领域提供了有价值信息。
然后,本文通过深入调研与分析深圳市L电子公司目前的发展现状,通过价值链分析,总结出L电子公司目前最大的营销问题是：显示屏产品亟需打开海外市场,提高销售业绩。然后文章通过细分市场、选择目标市场、产品定位确定公司的营销策略目标；在营销策略目标的指导下,文章通过产品策略、渠道策略、价格策略、促销策略为公司提供具体有效的营销解决方案。文章最后针对如何实施与保障这些策略,对公司打造卓有成效的销售团队与营销策略相适应的企业文化进行了研究。
As the LED industry rapidly developing around the world, China's LED industry is still in early stages, and most enterprises are in the state of packaging in the industrial chain and are finding a step closer to development. What's more, Shenzhen L Electronics is one of the most typical representative. In this paper take this company for example to explore how China LED companies should seize the historical opportunity for development, and how to overcome the marketing problems encountered, how to increase sales and expand the company size, how to build a national LED brand. As a result, Chinese LED companies can take one piece of cake in the LED industry in the world.
This article is constructed by detailed study on the LED industry and the company. LED is a burgeoning high-tech industry,and it has all the evolving particularities which the past burgeoning industries have. This paper firstly analysis the LED industry market conditions at home and abroad by PEST. Then it studies the domestic LED industry status and problems, making deep analysis from the perspective of industry chain, providing advice and direction of the reference for the domestic LED industry vertical integration. And making the deep analysis of LED application products'market prospects, Providing valuable information for LED packaging companies how to select the most promising areas of application.
Then, this paper deeply does research in Shenzhen L Electronics current development status. Summarizing L Electronics biggest marketing problem:Display products need to open markets, increase sales. Then, we doing market segments, selecting target markets, product positioning of the company's marketing strategy goals. Then, under the guidance of the marketing objectives, the article uses the 4P's strategy for the company to provide specific and effective marketing solutions. Finally, in order to carry out and ensure these strategies, the article sets studies on "how to build outstanding sales team" and "how to build a corporate culture which adapt to these strategies".
引文
[1]前瞻商业咨询有限公司.2010-2015年中国LED市场发展前景及投资分析报告[R],2010：36.
[2]湘财证券研究所.LED渗透再加速,3D显示时代到来[R],2010：36.
[3]中国高新投资集团公司.LED行业研究报告[R],2009：11.
[4]中国LED产业概况[J].电子工业专用设备,2007(11)：35-41.
[5]2009年LED行业发展趋势[J].电源世界,2009(4)：20-23.
[6]国元证券研究所.LED——绿色照明的明日之星[R],2009：10.
[7]朱铁.三星显示器市场营销战略研究[J],市场营销,2007(4)：80.
[8]方言.LED市场分析及未来发展趋势[J].激光与光电子学进展,2007(6)：12-14.
[9]张博洋,张云鹏.新一代照明光源-半导体照明[J].科技资讯,2007(18)：11-12.
[10]大谷义彦.LED照明现状与未来展望[J].夏晨,译.中国照明电器,2007(6)：20-24.
[11]汪浩.LED产业的过去、现在和未来[J].扬州教育学院学报,2007,25(3)：49-52.
[12]黄可,刘清.各国半导体照明研究计划及我国的对策[J].中国科技论坛,2008(6)：136-139.
[13]柏德藏.全球LED产业发展动态[J].电子测试,2007(8)：47.
[14]陈志强.新国标将“洗牌”LED行业[J].建设科技,2009(10)：32.
[15]马尚平,张世龙.论产业生命周期[J].江汉论坛,2004(6)：17-19.
[16]全球知名LED制造商简介.国际LED资讯网[EB/OL]. http://www.ledzx.com.
[17]国际LED标准制定进展[J].电子测试,2008(7)：34-37.
[18]朱秀岩,高文蕊.再遇337风暴--中国LED行业应对ITC调查[J].现代显示,2008(6)：6-12.
[19]台湾LED产值2009年上表现将优于全球.中国半导体照明网.[EB/OL]. http://www.chinaled.net.
[20]曾南燕.LED行业的竞争态势分析[J].中小企业管理与科技(上旬刊),2010(11)：46-49.
[21]中国产业发展深度研究中心.2008-2010年中国LED行业研究与投资前景深度分析报告(R).2008(9)：12.
[22]马天翼.LED行业的发展趋势与投资机会分析[D].上海交通大学,2010(12).
[23]Daniel A Steigerwald, Jermome C Bhat.Dave Collins, et al. Illumination with Solid State Lighting Technology[J]. IEEE Journal on Selected Topics in Quantum Electronics,2002,8,8(2):310-320
[24]Abernathy WJ, Utterback JM. Patterns of industrial innovation [J]. Technology Review,1978,80,80(6-7):40-47.
[25]Hyunsoo Kim, Ji-Myon Lee, Chul Huh, etal. Reliability and Modeling of GaN-based Light Emitting Diode [C].2000Device Research Conference. IEEE,2000:73-74.
[26]G. Meneghesso, S. Levada, E. Zanoni. Reliability of visible GaN LEDs in plastic package [J]. Microelectronics Reliability,2003,43,43(9):1737-1742.
[27]Gort M, Klepper S. Time paths in the diffusion of product innovations [J]. Economic Journal,1982,92,92(5):630-653.
[28]G. Meneghesso, S. Levada, E. Zanoni. Failure mechanisms of GaN-based LEDs related with instabilities in doping profile and deep levels [C]. IEEE International Symposium on Reliability Physics.2004:474-47.
[2]湘财证券研究所.LED渗透再加速,3D显示时代到来[R],2010：36.
[3]中国高新投资集团公司.LED行业研究报告[R],2009：11.
[4]中国LED产业概况[J].电子工业专用设备,2007(11)：35-41.
[5]2009年LED行业发展趋势[J].电源世界,2009(4)：20-23.
[6]国元证券研究所.LED——绿色照明的明日之星[R],2009：10.
[7]朱铁.三星显示器市场营销战略研究[J],市场营销,2007(4)：80.
[8]方言.LED市场分析及未来发展趋势[J].激光与光电子学进展,2007(6)：12-14.
[9]张博洋,张云鹏.新一代照明光源-半导体照明[J].科技资讯,2007(18)：11-12.
[10]大谷义彦.LED照明现状与未来展望[J].夏晨,译.中国照明电器,2007(6)：20-24.
[11]汪浩.LED产业的过去、现在和未来[J].扬州教育学院学报,2007,25(3)：49-52.
[12]黄可,刘清.各国半导体照明研究计划及我国的对策[J].中国科技论坛,2008(6)：136-139.
[13]柏德藏.全球LED产业发展动态[J].电子测试,2007(8)：47.
[14]陈志强.新国标将“洗牌”LED行业[J].建设科技,2009(10)：32.
[15]马尚平,张世龙.论产业生命周期[J].江汉论坛,2004(6)：17-19.
[16]全球知名LED制造商简介.国际LED资讯网[EB/OL]. http://www.ledzx.com.
[17]国际LED标准制定进展[J].电子测试,2008(7)：34-37.
[18]朱秀岩,高文蕊.再遇337风暴--中国LED行业应对ITC调查[J].现代显示,2008(6)：6-12.
[19]台湾LED产值2009年上表现将优于全球.中国半导体照明网.[EB/OL]. http://www.chinaled.net.
[20]曾南燕.LED行业的竞争态势分析[J].中小企业管理与科技(上旬刊),2010(11)：46-49.
[21]中国产业发展深度研究中心.2008-2010年中国LED行业研究与投资前景深度分析报告(R).2008(9)：12.
[22]马天翼.LED行业的发展趋势与投资机会分析[D].上海交通大学,2010(12).
[23]Daniel A Steigerwald, Jermome C Bhat.Dave Collins, et al. Illumination with Solid State Lighting Technology[J]. IEEE Journal on Selected Topics in Quantum Electronics,2002,8,8(2):310-320
[24]Abernathy WJ, Utterback JM. Patterns of industrial innovation [J]. Technology Review,1978,80,80(6-7):40-47.
[25]Hyunsoo Kim, Ji-Myon Lee, Chul Huh, etal. Reliability and Modeling of GaN-based Light Emitting Diode [C].2000Device Research Conference. IEEE,2000:73-74.
[26]G. Meneghesso, S. Levada, E. Zanoni. Reliability of visible GaN LEDs in plastic package [J]. Microelectronics Reliability,2003,43,43(9):1737-1742.
[27]Gort M, Klepper S. Time paths in the diffusion of product innovations [J]. Economic Journal,1982,92,92(5):630-653.
[28]G. Meneghesso, S. Levada, E. Zanoni. Failure mechanisms of GaN-based LEDs related with instabilities in doping profile and deep levels [C]. IEEE International Symposium on Reliability Physics.2004:474-47.