Research On Differentiated Marketing Strategy Of LED Lighting Enterprise

In recent years,with the LED lighting technology mature gradually,and the Chinese government's emphasis on energy conservation and environmental protection problems and policy guidance,LED lighting as a compared with traditional lighting has obvious advantages of new energy-saving environmental protection industry,LED lighting industry ushered in the great development opportunities.Many non-traditional lighting companies and domestic large number of LED lighting,small and medium enterprises to enter,caused the domestic LED lighting industry appeared the situation of excess production capacity,the intensified competition,appear even homogeneity,low end,the phenomenon of disorder competition.Overall,LED lighting enterprise in our country is facing numerous,but generally small scale,industry overcapacity,the homogeneity competition situation,it also LED to many small and medium-sized LED lighting business facing difficulties,on the verge of bankruptcy,the takeover or closure of serious problems.How to change the gravity situation,make own enterprise can survive and development in the fierce competition,become the subject of small and medium-sized LED lighting enterprises have to face,and differentiated way,undoubtedly become a first choice of small and medium-sized enterprise survival and the win,and it is particularly urgent and important in the current.Differentiated marketing strategy can seek the market for enterprises and resist competitive pressure,while enhancing their competitiveness,they also give play to their own competitive advantages.In this paper,the opple company as the research target,using the method of case study,combined with differential marketing and differential strategy theory basis,deeply analyze the opple difference marketing strategy a series of methods.The results of this study prove the feasibility and necessity of different marketing strategies in LED lighting enterprises.The research content mainly includes,opple enterprise how to use under the condition of internal and external resources,combined with their own capabilities,made the strategic objectives of differentiation,make full use of its own core competitive advantage at the same time,through a series of differentiated marketing strategy application and implementation of for the enterprise gradually grow as the leading brand in the industry,opened up a sustainable development path.Expect the results of this study,the successful experience and method of enterprises using the differential marketing strategy,in the development of enterprise management,the achievements and shortcomings,through the way of case study,It makes the differentiated marketing strategy of lighting enterprises have clear thinking and systematic execution.It can be a reference for the study and reference of small and medium-sized enterprises in the same industry,and urge lighting enterprises to enter into a better management and development prospect on the basis of differentiated marketing strategy management.