Xiamen Topstar Lighting Company Marketing Strategy Research

In recent years, energy-saving and environment protecting becomes a worldwide well-noted topic. All countries push energy-saving measures, and promote efficient lighting products, which causes the market grows rapidly. At the same time, as lighting is a labor intensive industry, its stady growth produces jobs for thousands of people, and affects the stability of the society.The majority of lighting products are produced in China, accounting for more than 90% market share. However, most of the lighting company is doing business on OEM basis, getting technology from abroad and exporting finish products. These companies are running towards a harder and harder situation, because of price-battle which consumes profit gradually, as well as trading obstacles which lead to unfair competition. Thus, the research on marketing strategy of OEM lighting company has important theoretical value and practical significance.Topstar is a lighting company with long history. Since making incandescent lamp in 1963, the company has experienced several times of reforming. In mid 1990 s, after reforming again, the company became leading company in lighting industry, because of the cooperation with GE Lighting on CFL. After experiencing the business fluctuation and market competition, Topstar is absolutely a tipical lighting company in this industry. The research on Topstar would benefit other companies. Today, on LED products, Topstar is facing fiece competition again. How to work out a suitable strategy? This would set Topstar on the crossing again, and would cause another round revolution in the industry.The paper takes Xiamen Topstar Lighting Company as an example to carry out macro environment analysis from politics & economy, laws & regulations, society and technology by dint of PEST method, uses Porter's five forces model to analyze the competitive environment of the enterprise's industry, uses SWOT matrix method to analyze the strengths and weaknesses and opportunities and threats of Topstar Lighting Company, and proposes potential marketing improvement strategy on this bases. Then, the paper uses STP theory to propose business positioning and competition strategy for Topstar Lighting according to the core strength of the company and the problems existing in current marketing strategy, and uses 4P theory to design and improve the marketing mix of the company. At last, according to problems existing in current management, the paper studies how to guarantee the effective implementation of the new marketing strategy through how to improve organization, how to input resources, and how to establish market-oriented concept.