Study On Export Marketing Strategy Of ADT Lighting Company LED Lighting Fixtures

From the 1990 s high brightness LED chip birthing to today,after nearly 20 years of development,it has set a new high in luminous efficiency also towards environmental protection and energy saving direction strides forward,coupled with lighting technology has been very mature,LED lighting has entered into various fields of lighting industry.The explosive growth in a short period of time has also made the emerging industry rapidly move from the blue sea to the red sea throughout the world.Therefore,how to stand out and grow in an unprecedented competitive LED lighting fixtures export market is the key issue every export-oriented LED lighting enterprise faced now.First of all,this paper reviews the theory of target market,marketing mix theory and related concepts,and lays a theoretical foundation for future analysis of ADT company marketing strategy.Secondly,the management status of ADT company as the starting point,the use of marketing expertise and theoretical tools in the study,the internal and external environment,the market characteristics of the product,the marketing method were analyzed,especially in the target market marketing strategy and marketing strategy focuses on the in-depth discussion above after determining,in line with their own development strategy,and formulated the practical and the industry is expected to adapt to the development of marketing strategy.This paper points out that,in terms of products,ADT lighting division to reflect its core strengths of the interior LED lighting products is its own style characteristics of the product and the ability to make products serialized,especially to make full use of the advantages of design and products process with ADT company's unique technology.Besides,for lighting products,exporting to foreign countries is the largest target market.Besides the characteristics of green energy saving of LED lamps,customers will pay more attention to the design details,texture,style and function of products.Therefore,as a company exporting LED decorative lighting fixtures,we should attach great importance to these aspects.In terms of price,we must expand our product price range as far as possible while finding our price positioning,so as to provide more choices for our customers.The main product target of a company is to occupy the market,and the price is not necessarily low,but the price performance ratio must be much higher than that of the same type or similar type on the market,so it is necessary to absorb customers with its own characteristics so as to achieve high premium and high profit.The patented technology products,it is the most representative of the company's core competitive advantage and,more famous natural products have more high prices;in terms of sales channels,we must firstly focus on the market in this industry,find the strengthcustomers,cooperate with them to establish fast cooperative network and as they have a mature sales network system.At the same time,ADT company has gradually developed its own sales network in the foreign local market through cooperation models such as partners and agents.Through the promotion of landing partners and agents,the company can enhance the penetration and influence in a relatively short period of time;in the promotion,Today,overloading information,high-speed inconstant design is everywhere,so I have what you haven't,I have specially and unique designs that people didn't see anymore.The promotion must be combined with the characteristics of their products,do it in the above publicity always a little better than the competitors.In addition,for the traditional sales mode,exhibitions,field visits clients and other means must be firmly grasped together.We should use the preferential policies granted by the government to go out as far as the capabilities of enterprises are concerned.In many cases,product characteristics and advantages can't be understood by several pictures and videos.We can use the opportunity of going global to show the physical products in an all-round way,so as to attract customers.Finally,according to the above analysis results,combined with the advantages and disadvantages of enterprises,we formulate the marketing strategies that meet their target market and follow up guarantee programs.As an employee of foreign trade business in ADT company,the author taking ADT lighting company as an example,use the 4Ps,STP marketing classic theory,which is the certain reference and help to those enterprises who are ready for or have been developing or operating an export market.