Marketing Strategy Of Yibaite Lighting Based On Consumer Behavior Analysis

Governments all over the world have come to a common understanding on the importance of energy saving and emission reduction, for sustainable development of global economy, reduction of energy overuse and over-standard pollutant emissions, and the protection of global environment and natural resources. Popularization and application of energy-saving lamp is one of the important ways. In recent years, China has issued many policies about that, thus, thousands of energy-saving lamp enterprises are springing up. Yibaite Lighting is one of the regional scales.The thesis applies the consumer behavior theory to explore the factor influencing the process of consumers' purchasing, including sensation, needs, motives, attitude, culture, sub-culture and family, etc. The study adopts questionnaires methods and try to discuss the relationship between marketing strategy and consumer behavior and offer the basis of enterprises marketing policy decision.The study has designed the questionnaires on energy-saving lamp buying. I collected data on product, price, brand, channel, promotion, etc, and then analyze them applying descriptive statistics and correlation analysis method of SPSS. The thesis provides Yibate Lighting the suggestions on its marketing strategy, which include the segmentation of energy-saving lamp market and target market positioning.The thesis suggest to value product's quality and R & D on product strategy, to attach importance to brand building and management on brand strategy, to set a medium price on price strategy, to build multi-level channels and complete after-sales service on path strategy, to promote by advertising, product experience and public relations marketing.