The Marketing Tactics Study On The LED Products Of Hebei Lide Co., Ltd

Under the circumstance of global energy crisis, with the higher demand of environmental protection, the LED products have been universally considered as an important way of energy conservation and environmental protection featuring long service life, energy saving, security, environmental protection, rich colors and micromation. In recent years, Chinese LED industry has possessed certain technics and industrial foundation and steeped into a rapid development stage. However, the scale of domestic LED enterprises is universally small, and leading enterprises are lacked. Besides the backward technology, the reason to this situation is the poor marketing competence of these LED enterprises, which is also the key factor that restricts their development.Hebei Lide Electronics Co., Ltd is an outstanding high-tech joint venture of China Electronics Technology Group Corporation the 13th Research Institute and Hebei Construction and Investment Group Co., Ltd. Lide participated in the lighting design and research tasks of Beijing 2008 Olympic Games project, "water cube" and "magic pagoda", giving it great developmental potentiality. The company mainly produces integration power LED light source products, SMD encapsulation series, LED lamp plate, LED luminaire, and so on. Lots of these products are applied and popularized in model projects of semiconductor lighting.There are five chapters in the thesis. First and foremost, the author introduces the development and present marketing situation of Chinese lamp market, analyzes the main problems existing in it and discusses the application domain and development prospect of the LED products in chapter one; second, the author studies numerous marketing theories such as the definition, principles, procedures and methods of marketing planning in chapter two; third, the author analyzes the internal and external environment, the strength, weakness, opportunity and threats (SWOT) of Lide; fourth, the author designs product strategy, price strategy, marketing channel strategy and promption strategy of Lide according to its actual situation; finally, the author draws the conclusion and points out the problems and deficiencies of the thesis.