Research On The European Marketing Strategy Of T Company’s LED Plant Lighting Products

Since the LED industry has become a strategic emerging industry in China,it has been developing rapidly for more than ten years.And now it has formed a relatively complete industrial chain and a large industrial scale in our country.However,with the continuous expansion of the LED market scale and the lower entry barriers,the number of companies engaged in the production of LED-related products has continued to increase.What follows is that the homogeneity phenomena is serious and the prices of products keep dropping.This industry is gradually showing a vicious competitive situation.Strategic choices such as making new markets,business restructuring,and the transformation upgrade of the enterprises have become problems faced by the companies in the LED industry.The pressing issue facing the relevant enterprises is how to make scientific decisions.It concerns not only the sustainable development of the enterprises,but also the survival in the future market competition.Competition in the traditional LED business has intensified.It has become a trend that the profits of general lighting have continued to decline.Differentiated market segments will become the key to the development and production of the LED applied enterprises in our country.Compared with general lighting products,the added value of related products in high-end segments such as smart lighting,plant lighting,automotive lighting,health lighting,and deep ultraviolet applications will be higher in the LED industry.They will become the "blue ocean" with less market competition pressure and great market potential.Among them,LED plant lighting is a cross-border integration of LED applications and agriculture.It is the inevitable demand for the development of facility agriculture and one of the effective methods to solve the supply and safety of agricultural products.This paper made a research on the overseas marketing strategies of the LED plant lighting products in Company T.Firstly,it introduced the main LED plant lighting products in this company and the problems met in overseas marketing.Then it made in-depth analysis on marketing and competition environment of the company’s LED plant lighting products in overseas marketing with the theories of PEST and the "five forces" model.On this basis,the SWOT theory was used to analyze the advantages,disadvantages,opportunities and threats of Company T’s overseas markets in detail.The STP theory was used for market segmentation and positioning.It also formulated practical overseas marketing strategies for Company T according to the 6P theory-focusing on the development of the European market,providing customers with differentiated products and services and building a competitive LED plant lighting enterprise.Finally,corresponding guarantee measures was made to ensure the effective implementation of Company T’s European marketing strategies.HR management optimizing,capital operation and concept of development restructuring will ensure the company’s healthy development in the LED plant lighting business and realize the strategic transformation and upgrading of the company.