Research On Marketing Strategy Of LED Commercial Lighting Of LH Company

LH is a manufacturer focusing on the export of LED commercial lighting,providing customers with LED lighting solutions including DMS and OEM.LH company's current marketing strategy has some problems,such as single target market choice,product strategy to be improved,price strategy not flexible enough,channel strategy to be expanded and promotion strategy should be strengthened.As a result,the export sales volume of LH company has been declining all the way,the product profit has been plummeting,and the internal cost is high because of environmental protection and other reasons.Nevertheless,the current problems directly affect the sustainable development of enterprises,and even affect the survival of enterprises.Based on the above situation,the author attempts to use the MBA classroom learning of marketing theory combined with working hours,LH company marketing strategy optimization suggestions.Firstly,this paper analyzes the internal and external environment of the enterprise,finds that the external environment of the enterprise is better through PEST analysis,and then uses Porter's five-force model to analyze the competitive environment and competitors of the enterprise.It is found that the industry LH is in now belongs to large market capacity,low entry threshold,but the general profit of the enterprise is not high.Therefore,the only way to get profits is to make an essay on marketing strategy.Finally,through the company's internal environment analysis,using SWOT analysis matrix pointed out that the company should adopt the proposal to develop new markets,new products.After completing the internal and external analysis of the enterprise,we conclude that we should develop new markets and new products.Therefore,this paper uses STP method and cluster analysis to establish a model,select the U.S.and German markets,and according to different markets put forward marketing strategy optimization program.Finally,in order to ensure the implementation of marketing strategy,this paper also according to the actual situation of LH company,put forward the corresponding safeguard measures.Based on the marketing theory,this paper combines qualitative analysis with quantitative analysis.The internal research not only has guiding significance and use value for LH company's current and future survival and development,but also has reference significance for other LED related industries.