Studies On International Marketing Strategies Of Chinese LED Lighting

Currently, the non-renewable energy supply is becoming increasingly serious, forcing human society continues to seek new breakthroughs in the field of energy conservation, and along with the semiconductor lighting energy market has become a rising star, the world famous lighting companies have competing R&D of LED lighting, which also includes many Chinese lighting companies. Global economic integration has gradually deepened since the late twentieth century, developed countries accelerate the process of industrial restructuring, transferring to China is a relatively better choice, because firstly China has a series of conditions required for the production of LED lighting, secondly China has lower labor costs. This makes China has a greater competitive advantage in the production of LED lighting, and thus becomes a major exporter of LED lighting. According to statistics, Chinese LED lighting industry output growth rate is20%, and China maintains the momentum for eight years. Since2010, China’s export of LED lighting-year growth rate remained above30%. This paper describes the LED market situation and trends, investigates that how Chinese LED companies to seize the historic opportunity to make the efficient marketing strategies and eventually have one seat in the global market.At present, there is no marketing strategy on Chinese LED lighting international market research, only a few studies have limited in the development of LED industry or domestic marketing strategy research on Chinese LED lighting domestic marketing research, and these studies are basically on qualitative analysis, there is no quantitative research on Chinese LED lighting international marketing yet, so in the course of the study in this article, the author concentrate on international marketing strategies on Chinese LED lighting, and preclude the use of surveys, qualitative analysis and experience fiance. In the course of the study the article, the author talk with senior staff of a number of foreign trade companies who in charge of LED lighting international marketing and maintain communication links with them to summarize their experience. The author also access to excellent lighting sites, judge and summarizes the information, and finally finishes this article.In this paper, the author uses classic marketing theory and analysis tools for research, and mainly uses SWOT theory and4P’s theory. The author uses the SWOT analysis in the current situation of international marketing of Chinese LED lighting, international market opportunities nowadays, market threats and industry strengths and weaknesses; in analyzing international marketing process of Chinese LED lighting problems and solution methods, the paper uses McCarthy’s marketing mix4P’s theory as the basis for detailed market analysis, and identifies problems of the international marketing of Chinese LED lighting, and proposes a range of solutions.The first part of this article, the author expatiates on the purpose and significance of the research backgrounds, then the relevant marketing theories which used in this paper are introduced, and in the end of this paper, the author summarizes the research methods and possible innovation. In the second part, the author first introduces what LED is, through comparing the LED lighting with the traditional lighting lamps and lanterns, deepen the understanding of the LED lighting fixtures of the readers, then introduces the current situation of international marketing LED lighting fixtures, and uses of SWOT theory to deepen readers’ understanding of the status of international marketing for Chinese LED lighting. The third part, after stating international marketing fixtures of LED lighting in the second part, the author discusses the problems of the presence of LED lighting international marketing strategy respectively from three aspects of enterprise, government, industry associations. Among them, the companies as the national economy cells, the main participants of market activity, become the main content of this paper, government and industry associations as two factors that can not be ignored as an influence on LED lighting international marketing, the paper also carried out relevant discussion. In the fourth part of the article, the author solves these problems above from three aspects, the enterprises, government, associations. And the same as the third part, the enterprise is still the focus, and measures which should be taken by the government and related industry associations are analyzed compactly. Such as, enterprises should standardize product packaging and categories, brand marketing should be valued, and these enterprises should enhance the core competitiveness, go out of low price competition, improve and rationalize the implementation of the EMC model, expand marketing channels, focus on advertising and marketing, and actively participate in the exhibition marketing; Government should guide LED industry in right direction, strengthen quality control, improve early warning mechanisms of exports; Related associations should help enhance the industry qualifications, establish and improve the information database, maintaining order in the industry.As the saying goes, a good wine is also deeply afraid of the alley. To the science and technology into real productivity, so that enterprises will has more favorable for development in the future, it is necessary to make high-quality products and the right combination of international marketing strategy. This paper discusses how the Chinese LED lighting enterprises to solve the problem of international marketing strategies, hoping to be able to help domestic lighting enterprises develop practical solutions, and help them turn towards a broader international market.