LKT公司的营销策略研究.pdf

Classified Index: CODE: 10075 U.D.C: NO: A Dissertation for the Degree of M. Management Research on marketing management of LKT company Candidate: Kong Xiangning Supervisor: Prof. Wang Yucheng Academic Degree Applied For: Professional Master Degree Specialty: Master of Business Administration University: Hebei University Date of Oral Examination: June , 2013 摘 要 摘 要 伴随着经济全球化和环保节能意义凸显，我国的LED照明灯具行业发展迅猛。产能 严重过剩，竞争的日益激烈，市场的无序混乱也同时给LED照明行业的企业带来了机遇 和挑战。LKT 公司作为一个中小型制造业企业，在很多企业纷纷倒闭，又出现很多新进 的竞争对手的环境中，举步维艰，濒临破产。本文便是在如此情况下，从营销管理方面 入手对LKT公司进行相关问题的分析研究并提出解决办法。 首先对相关市场营销方面的理论进行分析筛选，然后对行业，市场，竞争对手做出 调查，分析公司的现状，发现公司存在的问题，并针对问题，结合实际情况提出解决办 法。运用 STP 理论进行了市场的细分和产品的定位。以 4P 为框架结合 4C,4R 的相关理 论，制定了公司的营销策略组合。 关键词 定位 市场营销 营销策略组合 LED照明 I Abstract Abstract Along with the economic globalization and prominent of energy saving，LED lighting industry’s developing like a wild fire in China. But overcapacity,vicious business competition,disorderly chaotic market etc,for all bring a new opportunity and challenge to LED lighting firms. LKT corporation as a small and medium manufacture company is on the verge of bankruptcy cause of much more business competitors appearance 。this article is in such situation to offer the solution base on the analysis of relevant problems of LKD company under marketing management. First of all we analyze and filter the marketing theory,and survey the LED industry and competitors in