The Research Of LED Marketing Mix Strategies Of SanWei Company

In Non-renewable energy resourse has been urgent circumstances gloably. the semiconductor lighting becomes one new star in the saving energy field. While the leading lighting companies in the Global world make great efforts to semiconductor’s R&D, the lighting companies in China is unwilling to lag behind. Dalian SanWei Science and Technology Co.,Ltd. is one exaple of them. On the basis of the market situation and development trends in LED product, this paper makes Dalian SanWei company as one example to investgate how to seize the historic opportunity to esTab. lish its own brand and make the efficient marketing strategies to eventually become a famous brand in China, even having one seat in the global lighting companies.According to study the industry growth&trends of LED comprehensively and conduct on site investigation thoroughly in Sanwei Company. This paper finds out the problem of its marketing strategies, such as the product positioning fuzzy, paying little attention to the major sales channel, lacking of the method to promote the brand and so on. The paper uses many analysis to solve the problems. First, use the Michael Porter’s Value Chain Model to analyze the competitiveness of the Enterptise. Second, study the marketing environment of the Enterprise with the PEST analysis and Potter Porter Five Forces Analysis. Third, confirm the target market and product positioning with the STP analysis. Fourth, make the the marketing mix strategies with the aid of4P analysis and also elaborate the implementation of safeguard measure. Finally make the summary for the wholistic strategy in the conclusion.There is a saying that Good wine is also afraid of the deeply alley, thus it must combine the good product and the correct marketing strategies to make technological muscle into productivity and provide the development space to Enterprise. The paper hopes to solve the marketing problems of SanWei Company, in the meanwhile, giving some reference to the analogous LED enterprise in China and helping them to explore one way to the world.