LKT公司营销策略研究

密 级： 学校代码：10075 分 类 号： 学 号：20111693 工商管理硕士学位论文 LKT公司的营销策略研究 学位申请人： 孔祥宁 指导教师：王玉成 教授 学位类别：专业学位硕士 学科专业：工商管理 授予单位：河北大学 答辩日期：二〇一三年六月 Classified Index: CODE: 10075 U.D.C: NO: 20111693 A Dissertation for the Degree of M. Management Research on marketing management of LKT company Candidate:Kong Xiangning Supervisor:Prof. Wang Yucheng Academic Degree Applied For:Professional Master Degree Specialty:Master of Business Administration University: Hebei University Date of Oral Examination:June , 2013 摘 要

I摘 要 伴随着经济全球化和环保节能意义凸显，我国的LED照明灯具行业发展迅猛。产能严重过剩，竞争的日益激烈，市场的无序混乱也同时给LED照明行业的企业带来了机遇和挑战。LKT公司作为一个中小型制造业企业，在很多企业纷纷倒闭，又出现很多新进的竞争对手的环境中，举步维艰，濒临破产。本文便是在如此情况下，从营销管理方面入手对LKT公司进行相关问题的分析研究并提出解决办法。 首先对相关市场营销方面的理论进行分析筛选，然后对行业，市场，竞争对手做出调查，分析公司的现状，发现公司存在的问题，并针对问题，结合实际情况提出解决办法。运用STP理论进行了市场的细分和产品的定位。以4P为框架结合4C,4R的相关理论，制定了公司的营销策略组合。 关键词 定位 市场营销 营销策略组合 LED照明 Abstract

IIAbstract Along with the economic globalization and prominent of energy saving，LED lighting industry’s developing like a wild fire in China. But overcapacity,vicious business competition,disorderly chaotic market etc,for all bring a new opportunity and challenge to LED lighting firms. LKT corporation as a small and medium manufacture company is on the verge of bankruptcy cause of much more business competitors appearance。this article is in such situation to offer the solution base on the analysis of relevant problems of LKD company under marketing management. First of all we analyze and filter the marketing theory,and survey the LED industry and competitors in the market,in order to find the problems in LKD firm through the research，meanwhile to provide the solution proposal base on STP theory in which market segmentation and orientation of products, finally to establish the marketing strategy under for using the theory of 4C and 4R which is involved in 4P . Key words: Positioning Marketing Marketing Mix LED lighting 目 录

III目 录 第1章 绪论······················································································································1 1.1 研究背景和意义·······································································································1 1.2 研究现状···················································································································2 1.3 研究方法···················································································································3 第2章 相关理论综述······································································································5 2.1 市场营销管理相关理论分析···················································································5 2.1.1 营销学中的STP理论分析················································································5 2.1.2 营销学中的营销组合理论分析·········································································6 2.2 市场营销管理相关理论在本文中的应用································································8 第3章 公司外部环境····································································································10 3.1宏观环境PEST分析·······························································································10 3.1.1 政治环境··········································································································10 3.1.2 经济环境··········································································································11 3.1.3社会环境···········································································································11 3.1.4 技术环境··········································································································11 3.2 我国LED灯具出口情况························································································11 3.3造成市面上LED产品价格质量差异较大的原因·················································13 3.3.1外壳散热器·······································································································13 3.3.2 LED光源··········································································································13 3.3.3.电源···················································································································14 3.3.4.灯珠的线路板···································································································15 3.3.5其他辅料···········································································································15 3.4竞争对手调查··········································································································15 3.4.1市场定位于国内的公司···················································································15 3.4.2市场定位于海外的公司···················································································17 3.5小结··························································································································19