Research On Marketing Strategy For LED Product Of Zhong Ke Opt-electronic Co. Ltd.

Since1803the first incandescent lamp has been developed for more than200years of history, from the energy-saving incandescent lamp, fluorescent lamp, LEDlamp, appear to become the fourth generation light source. If the incandescent lamplit in19and twentieth Century, then LED will light in twenty-first Century. In2014October, Nobel prize in physics is obtained by the invention of "high brightness bluelight-emitting diode" of Akasaki Yong, Amano Hiroshi and Nakamura Shu two orthree scientists. LED lighting products has the characteristics of high efficiency,energy saving, environmental protection, long service life, no pollution and theappearance in the world’s highest podium, has been national attention. In the conceptof global energy saving and environmental protection, green lighting is proposedunder the impetus of Chinese, advocate energy saving, low carbon economy under thebackground of LED lighting technology, development prospect is broad and beautiful.Chinese LED lighting industry started relatively late, the last century70’s began togradually rise, after40years of development and innovation, has become the worldlargest production of lighting appliances in China and the second largest exporter ofelectrical lighting. Now it formed a large number of industrial clusters; such as:Shanghai, Guangdong, Dalian, Fujian and other7countries SemiconductorEngineering base. Although a large number of LED enterprises, sales are generally inthe1-2million yuan, the smaller. Development of local LED lighting industry in Jilinprovince has long lagged behind many provinces in the south, innovative ability ofprofessional lighting enterprise strength and local LED number are seriously laggingbehind; there is no formation of industrial clusters of large, did not have the upstreamand downstream industry chain manufacturers supporting the improvement, LEDindustry output value, profits, taxes, to be bigger and stronger; professional testingplatform, testing standards, such as the lack of industry standards. Zhongke photoelectric company as investment in Jilin province LED lightingenterprises settled in Changchun, has the exchange of LED technology its globallyunique, relying on the CAS Institute of Changchun and other research institutes anduniversities as technical support. Through the continuous innovation of product andtechnology, have formed3major directions of the9series more than100kinds ofproducts, to provide a complete solutions for customers. In this paper Philipsmarketing master. Kotler’s theory as the guidance, in the first chapter brieflyintroduces the status quo of the writing background and the LED lighting industry, aswell as the overall framework of the writing; in the second chapter the marketingpresent situation has carried on the detailed analysis, from the product, price, channel,market demand, such as multi angle analysis of the present marketing situation.Through Master McCarthy’s of4P theory. In chapter3, use the theory of PEST toanalysis the current macroeconomic environment of China. The development trend ofLED lighting industry, include the relevant state policies, norms and standards in theindustry. As well as the LED technology development and application ofenvironmental analysis. Especially in Jilin Province, analysis of the current marketingenvironment and market demand. The use of SWOT is analyzed in detail in sectionphotoelectric company, from a technical advantage to open up the market weakness,from the analysis of market opportunities to the fierce competition environment andmany problems such as the replacement. Through the analysis of the presentmarketing situation of photoelectric problems and SWOT, combined with the relevantsupporting policies of macroeconomic environment and the country, in the fourthchapter of this paper gives the marketing strategy, the representative problems inelectronic, has given the corresponding solution (such as product strategy, pricestrategy, channel strategy, brand strategy, etc.).Based on the Chinese LED lighting industry market research and policydevelopment trend analysis, combined with the actual situation in the electronicmarketing, re division of the market, to find the target market and market positioning;and gives the marketing strategy combination. At present, many LED lightingenterprises optimistic about this market have to the blank, the influx of the Northeastmarket, hope that through the actual case, to the same industry enterprises some reference and reference.