Research On Marketing Strategy Of T Company's LED Lighting Products

With development of sicence & technology and economy, people have higher requirement for living environments. Nowadays,good design, comfort and eco-fre LED lights is what people prefer rather than the basic ones.Lighting products markets volume is bigger and demand is increasing. China has been becoming a gigantic lighting production and consuming country because of large population and ever-increasing economy. It's reported that increase rate of China's lighting industry's output is above 20% in the past 10 years. LED, as new revolutionary lighting products, has been growing more rapidly. Since electricity transformation rate of LED lighting products is superior to that of traditional lighting products, and it has many other characteristics including anti-vibration, long life, recycling and reusing of connection, and no pollution of environment, China's government promoted this industry greatly and LED products have been gradually accepted by consumers.Firstly, this thesis introduced background, significance, topics and content of the research, and reviewed literature of marketing strategy, SWOT analysis, etc.Then, general situation is intruduced, macro environment of lighting industry by PEST analysis is conducted, and from the anlysis result, the development strategy of T Company's LED products are confirmed.And, internal environment analysis is conductedand to confirm marketing strategy of T Company by SWOT and QSPM analysis, based on the everall competition strategy on market segment and product selection.Finally, it discussed how to ensure of realization of the marketing strategy.