AL Company's UHP Ammonia Marketing Strategy Research In China LED Industry

With the LED luminous efficiency, cost reduction and environmental policy, the large-size display backlight application and national solid state lighting plan are implemented. According to the relevant research data, the LED industry has been rapid growth in recent years.China LED has formed a whole industrial chain. Upstream is made of substrate companies and epi&chip enterprises. The upstream business is the core. It is a "three high" industry, the most modern technology, the biggest investment and the highest profit. Middle is generally device package. Down-stream is called LED applications, such as lighting, display backlighting.In the upstream industry, the most critical technology is blue-green Epi&Chip manufacturing. UHP Ammonia is one of the most important raw materials. The purity of UHP Ammonia has a great impact about the LED brightness, color and electrical properties. At the same time, every factory needs the large amount of UHP Ammonia. So the price directly is very critical for the total cost of the factory.In this paper, AL UHP Ammonia is an example for exploring gas applications marketing strategy in the LED industry of China. At first, I use PEST tool to analyze the macro environment. The second, I use SWOT and Porter's five forces model analyze AL enterprise situation, such as current problems, internal and external resources. Finally, according to the results of the analysis, I make and develop the Specific marketing strategy to expect to achieve a reasonable price, speed up the production schedule and capture the market as soon as possible, implement the target of the company.The paper is a useful reference for the global enterprises to build gas application business in the LED market recent years.