The Marketing Tactics Study Of Shanghai Hougyuan Induction Lighting

At the stereotype concept of lighting, a bulb , a single form of fixture composes the full content of lighting. However, with the rapid improvement of living standard, more and more customers pay more attention to perfect style, high energy ?saving and environment protect of the lighting. Since the first incandescent invented by Edison, Mercy Lamp, High Intensify Discharge (HID) lamp, Low Intensify Discharge Lamp, Halogen Lamp, LED, Solar lamp and Induction Lamp come into being respectively. Lighting with its special way illuminated the whole world every night.Illumination Industry has a very extensively also very tough competitive market, World famous manufactory such as GE, Osram and Philips together with flooded out domestic manufactories made the competition very drastically. Under this pressure, Shanghai Hongyuan Lighting Co., Ltd invented a new item?induction lamp that outperform all of the manufactory.The thesis analyzed the lighting industry and market, then combined with Hongyuan's present condition,formed out it's product, price, place, promotion (4P's) and also it's marketing strategy. Based on the analysis and research in the field of targeted customer, market quantity, and affected factors of economy, company areas market, from the two ways of market scope and targeted customer, according to analysis and research in spending needs and characters, spending trend and fashions of the illumination market , the thesis point: the defined market is identified with the change which is from quantity pattern to quality pattern for mid-high income individual spending, the market has consumer needs and quantity. On the basis of the three fields analysis and research, the thesis fully defined the market of induction lamp. How to enter into the potential market? Through all the analyses, the thesis find a way to achieving the marketing strategy.