LED Lighting Lamp Marketing Strategy Research

As more and more attention paid to energy conservation, emission reduction andgreen environmental protection, LED lighting technology develops maturely and thisindustry prospect reveals its charm. After Japan and United States started "ForbiddenIncandescent Lamp" overall, on April1,2014our country began a comprehensiveaction of "Forbidden Incandescent Lamp". According to12th five-year plan ofGuangDong province, it mentions LED12times and takes LED lighting as one of theseven core developing industries. It gradually formed several LED industrial bases inShenZhen, DongGuan, ZhuHai, ZhongShan, JiangMen, FoShan and HuiZhou,etc.LED lighting industry has entered a new time.This article mades a comprehensive and detailed analysis on current domesticmarketing status of LED lighting based on basic theory of marketing and throughthe research of domestic marketing strategy. Most enterprises currently exist someissues, including smaller scale, old marketing concept, incompetent marketingmanagement system, arranging production or OEM according to customerrequirements and orders, or without marketing management system, and so on. Oncethese enterprises encounter the market downturn or an uncertain situation, it will offenlead to vicious behavior to scramble orders by sacrificing quality and low price. Itcaused the enterprises good and bad intermingled and the situation of low pricecompetition. In the long run, it forms a vicious cycle, domestic industrialcompetitiveness is declining, and unable to compete with foreign enterprises and giantenterprises.This article takes F company as an example and rebuilds the marketing strategysystem for F company after analyze and reason on the marketing strategy of the LEDlighting, and combined with MBA marketing spirit, by5basic steps of marketing:market segment, target market, establishing market orientation, supplying appropriateproducts and occupying the target market. It includes a series of policy combination:market segmentation, market positioning, product selection, pricing strategy,promotion strategy, channel control and brand construction. It will lead F to make thecompany marketing innovation and transformation, to solve the problem to sacrificequality and low price competition. Around the subject, this article illustrates the LEDlighting marketing problems, the importance of marketing, marketing strategy combination effect of LED lighting. It builds a closed loop from the market to productand from products to market, and continuous development.In the end, the writer expects it will provide referential development ideas forthe small and medium-sized LED lighting enterprises by the operation sample ofmarketing theory applied to F company’. Thanks.