Philips LED Key Account Marketing Channel Optimization:Based On Hj International

With the development of LED,the continuous innovation of marketing model and channel management model for traditional lighting enterprises and emerging LED lighting enterprises is the most important thing to adapt to the rapid change of the market.In this paper,the market background of LED lighting industry,lack of standard chaos cluster,sales profit declining market background,famous international lighting giant Philips as research object,the focus customer marketing and channel management strategy and process of led products in professional users.Based on the rapid development and change analysis of LED lighting industry in recent years,this paper introduces Philips key customer marketing and channel management and target customer group,and summarizes the advantages and disadvantages of Philips focus customer marketing and channel management by comparing the marketing model of LED lighting industry at home and abroad.In order to further strengthen the demonstration,this paper takes HJ international group project as a case,from the formulation of pricing strategy,competitive analysis,establishment of service scheme and channel conflict and management several dimensions.Based on the above analysis,this paper systematically puts forward key customer marketing and channel management strategy and recommendations,from several angles,including brand marketing concept,target market,market positioning,service product strategy,channel promotion strategy,price strategy,organization and personnel management,service sales and service delivery management,and a new idea of service marketing and channel management policy.