L Company’s Entry Strategy Of China Market On LED Chip Products

With the topic of energy conservation and environmental protection continuing to heat up in recent years, LED industry has entered a period of rapid development as "Green Lighting". Owning to its advantages of low energy consumption, long life and no environmental pollution, LED has gradually developed from signal lighting to small size backlight, and then expanded to large size backlight and general lighting area, which eats into a lot of market share of traditional lighting. Meanwhile, the improvement of technology and continuous decreasing of cost become a further boost to the industry development. As to China’s LED industry, though started late, along with the favorable state policy to domestic LED industrial, Chinese LED market achieved a high speed growth and established a relatively complete industry chain including upstream, midstream and downstream. Especially for the downstream market of package and applications, China is the world’s first of the market share on enterprise quantity and production capacity, which is very attractive for both domestic and international enterprises that are in upstream and midstream supply chain.In this paper, making the Chinese LED market entry strategy of L company’s chip products as the research object, take the marketing theory and market entry strategy as the basic theoretical framework, through the analysis of global and China LED chip market environment, together with current situation of L company’s marketing and competitive analysis, finding out the most suitable way of Chinese LED market entry strategy for L company. According to4P marketing mix strategy, offering the specific recommendations for L company as the competitive strategy after entering China market, which provide a complete set of market entry strategy for L company to enter China market, hoping to help L company smoothly entering China LED market, and occupy the dominant position in the increasingly fierce market competition.