Research On Marketing Strategy Of HL Company Based On STP And 4ps Theory

Since the beginning of the new century,with the continuous progress of society,science and technology as the primary productive force has been more and more attention,the application of science and technology in various fields has been deepened.The rapid development of domestic high-tech industry has promoted the development of electronic technology manufacturing.Among them,LED industry,as a key industry supported by the government,has attracted extensive attention.Semiconductor technology and electronic manufacturing technology have entered the LED industry and promoted the healthy and sustainable development of the LED industry.According to incomplete statistics,China's LED lighting sales reached nearly 300 billion yuan in 2018,accounting for more than half of the global market share and becoming the largest exporter of lighting appliances.With more and more enterprises entering the LED production and manufacturing industry,the competition is becoming more and more fierce.The development of the LED industry tends to be saturated,and the competition has entered a white-hot stage.The traditional way of relying on scale expansion is gradually eliminated,and it is urgent to improve industrial competitiveness by improving product quality.The market competition of LED industry is increasingly sharp,the competitive pressure of LED manufacturers is gradually increasing,and the homogenization of LED products is increasingly serious.In this context,marketing is the key to solving these problems.As a technology-intensive and labor-intensive enterprise,LED lighting enterprises not only pursue operating profits but also practice corporate social responsibility through product manufacturing.However,there are many uncertainties and risks in the market,which greatly hinder the healthy and sustainable development of enterprises.Therefore,how to avoid operational risks and reduce the adverse factors in enterprise operation has become an urgent problem for all LED lighting.At the same time,the expansion of LED industry scale drives the enterprises in all links of the whole industrial chain to advance together,and the gradual improvement and maturity of the industrial chain puts forward new requirements for LED lighting enterprises to segment the market.In order to achieve faster and better development,the key of marketing is to segment the marketing market and expand the marketing channels.Can say,do the marketing of this new industry well,its meaning and value are self-evident.This paper takes the HL company where the author works as an example for in-depth analysis,aiming to seek solutions for the marketing development of HL company,and at the same time,to provide referable experience for LED lighting industry peers.In this paper,HL company where the author works is taken as the object,on the basis of collecting and sorting out a large number of domestic and foreign literature,the author reviews the theories and methods related to marketing,such as STP theory,4PS theory and STP analysis,and discusses the development status of China's LED industry market.Under the above research background,this paper firstly expounds the development process of HL company,and analyzes the marketing status and existing problems of HL company.Based on the detailed analysis of the internal and external environment of HL company,this paper further analyzes the current industrial environment and competitive situation of HL company.Based on the current internal and external environment of HL company,combined with the market positioning and segmentation theory,a set of marketing strategy that conforms to the characteristics of HL company is proposed.At the same time,in order to promote the effective implementation of marketing strategies of HL company,guarantee measures are formulated from the perspectives of system,organization and talents.Through the research in this paper,a scientific,accurate and operable marketing strategy of HL company has been formed to achieve the purpose of promoting the increase of economic benefits and long-term sustainable development of the enterprise.