Study On Marketing Strategy Of JE Company In China Commercial Lighting

Since 2003,LED industry began to emerge rapidly,and now it has become a necessity in life.Compared with the traditional lighting,LED lighting products have the inherent advantages of high light efficiency,long life and energy saving.Therefore,LED industry has attracted the attention of many enterprises.From the "national semiconductor lighting engineering plan" to the "urban landscape quantification" mentioned in the 13 th five year plan,the LED lighting market,even after more than ten years of development,is still a big cake in 2020,which also causes the current LED lighting market undercurrent surging,and major LED lighting manufacturers are trying their best to share more market shares.Je company is a Japanese funded lighting company which has been in China for 14 years.Its products are mainly exported,accounting for about 90% of the company's sales volume.The main business includes the design and development of commercial lighting products,production,lighting demand solutions and professional product after-sales.Je company was founded from the earliest manufacturer in Japan,and has been working in the lighting industry for more than 50 years.Because of this,JE company has a keen sense of catching the market demand,but it also has the quality persistence contradictory to the survival of the domestic market.However,as the main export force,Japan's LED market is limited,and JE company must make more efforts in overseas market.In the huge potential of the Chinese market,JE company did not progress very smoothly.In the fierce competition of Chinese market,there are Chinese local brands in front of us,while there are other foreign brands on the side.There are some problems in JE's current marketing strategy,such as single target market selection,backward marketing concept and product strategy to be strengthened.As a result,the total sales volume in this extremely fierce competition market is declining year by year,and the Japanese brands are particularly persistent "craftsmen" The spirit of the product itself makes the quality requirements of products demanding,and the component cost of lighting products can not be reduced to a satisfactory level.Facing the increasingly cost-effective Chinese consumer groups,the products currently sold by JE company are difficult to meet the needs of most consumers.Starting from the research background and significance of marketing strategy,this paper uses PEST analysis model and SWOT analysis model to analyze and summarize the current situation and marketing environment of JE company's commercial lighting products in China.From the segmentation of commercial lighting market to the selection and then to the positioning,a set of appropriate marketing mix strategy suitable for the current situation of JE company will be formulated.And for the analysis of the JE company's sales mix strategy design corresponding implementation guarantee to ensure that the marketing strategy can be successfully achieved.