Study On Marketing Strategy Of Zhonghui LED Lighting Corporation

Based on the appeal of boosting economic growth, saving energy, and protectingenvironment, countries all around the world think highly of economic and social benefitsbrought by the LED industry. LED has been widely applied to various fields with LEDlighting technology upgrade and improve, and many manufacturers also seize this businessopportunities from revolution in lighting. Chinese LED industry has entered a rapiddevelopment stage because of the industry growth and government support. But mostenterprises locate in the downstream industry chain, lack of core competitiveness, andgenerally have smaller scale. In addition to the lack of innovation in technology, the mostimportant reason is the lower marketing ability.The research selects Zhonghui LED lighting company as a sample to analyse theproblems and insufficient in the field of marketing under the new market environment, andsearch best marketing mix adaptive for the company. The study also provides valuablereference to the whole industry.Using the theories of marketing mix, enterprise sustainable development and greenmarketing, the thesis systemically study general situation of LED industry. We also useSWOT analysis method to inquire into present operation opportunities and threats, theadvantages and disadvantages of Zhonghui LED lighting company. On the condition that,the paper puts forward the marketing mix strategies, combined with product strategy, pricestrategy, channel strategy and brand promotion strategy. At last, we give somecorresponding control scheme to ensure the smooth implementation of the marketingstrategy combination.In this research, we introduce the theories of green marketing and sustainabledevelopment into the market analysis of the Zhonghui LED lighting company. We raisemarketing mix strategies for the company according to special industry characters andproduct features, which have values of innovation and actual significance. We hope that theconclusion of the study can provide reference and guidance for other LED enterprises andthe whole industry of LED.