【摘要】：隨著LED半導體越來越被廣泛的應用，其帶動了LED的整個行業(yè)的迅速發(fā)展，從而導致了中國國內LED產(chǎn)業(yè)鏈中各個環(huán)節(jié)生產(chǎn)廠商的急劇加入，LED應用產(chǎn)品也日趨豐富，逐漸形成了一個激烈競爭的格局，在這個競爭中，雖然各個環(huán)節(jié)的生產(chǎn)廠家得到了機會，但與此同時，得到更多的是由于行業(yè)內的競爭而帶來的挑戰(zhàn)，因而迫使其廠家在加強技術研發(fā)的基礎之外，除提高產(chǎn)品質量，增強產(chǎn)品核心競爭力的同時，還必須掌握科學的分析方法和運用正確的營銷策略。LED半導體產(chǎn)業(yè)發(fā)展到今天，依然有很多人認為因為LED產(chǎn)業(yè)的技術含量主要集中在產(chǎn)業(yè)鏈的上游-外延片與芯片封裝部分,就認為市場集中在前端，而忽略了中下游的產(chǎn)品及應用領域一樣很有市場，其實，LED產(chǎn)業(yè)的促進銷量關鍵是做市場，事實上也證明了因為中下游終端LED應用的需求，拉動了上游的發(fā)展，所以，本文首先對研究背景及意義、國內外對營銷戰(zhàn)略狀況、研究內容、研究方法及技術路線做閘述,再引入以ZM司作為研究的對象，接著展開剖析公司在營銷策略上的問題點，對其LED照明外部市場環(huán)境、國家政策作PEST分析，最后對公司自身內部情況及其商業(yè)模式進行SWOT分析，，通過這些基礎的分析得出一個結論:該公司面臨這些問題是暫時的，只要明確發(fā)展方向、選用適合自己的營銷策略，正確市場定位、提高市場占有率，一定會走出困境，此結論為ZM公司營銷的戰(zhàn)略方向提供一些建議，幫助其擺脫目前在行業(yè)中的發(fā)展困境，在市場營銷上取得成功，促進公司的長期穩(wěn)定發(fā)展。
[Abstract]:With the more and more extensive application of LED semiconductors, it drives the rapid development of the whole industry of LED, which leads to the rapid addition of LED application products by domestic manufacturers in each link of the LED industry chain in China. Gradually formed a fierce competition pattern, in this competition, although the various links of the manufacturers were given the opportunity, but at the same time, get more because of the competition in the industry and bring challenges, Therefore, in addition to strengthening the foundation of technology research and development, the manufacturers must not only improve the quality of products and enhance the core competitiveness of products, but also master scientific analysis methods and apply the correct marketing strategy. Led semiconductor industry has developed to today. There are still many people who think that because the technical content of the LED industry is mainly concentrated in the upstream part of the industrial chain, the epitaxial chip and the chip package, they think that the market is concentrated in the front end, while ignoring the products and applications in the middle and lower reaches, there is a market as well. In fact, the key to promoting the sales volume of LED industry is to do the market. In fact, it also proves that because of the demand of LED application in the middle and lower reaches, it has pulled the development of upstream. Therefore, first of all, this paper is about the research background and significance, and the marketing strategy situation at home and abroad. The research contents, research methods and technical routes are described, and then the ZM department is introduced as the research object. Then, the problems in marketing strategy of the company are analyzed, and the external market environment of LED lighting and the national policy are analyzed by PEST. Finally, through the SWOT analysis of the internal situation of the company and its business model, a conclusion is drawn that the company is faced with these problems temporarily, as long as the direction of development is clear and the appropriate marketing strategy is chosen. The correct market positioning and increasing the market share will certainly get out of the dilemma. This conclusion provides some suggestions for the strategic direction of ZM marketing, and helps it to get rid of the current predicament of development in the industry and achieve success in marketing. Promote the long-term and stable development of the company.
【學位授予單位】：廣東商學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.63

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