Research On Marketing Strategy Of JFGD LED Products

With the continuous development of economy and society,the role of science and technology as the primary productive force continues to appear,effectively promoting the rapid development of various industries.China’s emerging industries have developed very rapidly,and the electronic technology manufacturing industry has shown a good momentum of development.As an industry highly valued and strongly supported by the national and local governments,the development of LED industry has attracted extensive attention from all walks of life.In 2021,the output value of the global LED lighting industry reached 808.9 billion yuan,and the output value of China’s LED industry reached 582.5 billion yuan.Driven by various preferential policies and huge market space,the number of enterprises in China’s LED industry is increasing,and the industry competition is also in a white hot state.The implementation of effective marketing strategies can find a new way for enterprises in the LED industry,which is of great help to improve market share and comprehensive competitive advantage.This paper mainly analyzes and studies the marketing strategy of LED products of JFGD group by means of questionnaire,field investigation and interview.Firstly,the research results of domestic and foreign scholars on the marketing of LED and other industrial products are reviewed,and on this basis,the theory and methods on which this paper is based are pointed out.The internal analysis of the marketing status of LED products of JFGD group is carried out,and the marketing status of JFGD group is analyzed from the 4P theory,and the internal environment is analyzed from the perspective of resources and capabilities.The problems existing in the group’s marketing at the current stage are pointed out.At present,the group has made important achievements in terms of products,prices,channels and promotion,but there are still many shortcomings.After that,the development overview of the whole LED industry was analyzed,and the external macro environment of JFGD group was analyzed by pest.The comprehensive analysis of the Porter five forces model was carried out on its industry competition environment.The results showed that the macro environment faced by JFGD group at this stage was good,and the internal advantages and external opportunities were very obvious,but the internal disadvantages and external challenges could not be ignored.On the basis of SWOT analysis of the group,it is believed that so strategy should be adopted to give play to internal advantages and accelerate the pace of development with the help of external opportunities.On the basis of comprehensive analysis,the market segmentation,target market selection and market positioning are carried out for JFGD group,and the marketing strategy is improved from the perspective of product strategy,price strategy,channel strategy and promotion strategy.Finally,the guarantee measures are put forward from the perspective of organization,resources and finance to ensure the smooth implementation of the LED product marketing strategy of JFGD group..