In-depth analysis of the diversified marketing model of the LED industry covering the world

With the rapid development of the economy, China's lighting lighting market has good prospects, and the home lighting industry will really turn from the light source era to the lighting era. With the rapid growth of the LED lighting industry, many lighting companies have entered the field of LED lighting. Although the lighting industry has developed over the years, it has already formed a professional and systematic logistics system, as well as a modern e-commerce platform. For most lighting companies, creating lighting brands and expanding market scale have become an inevitable form of rapid development of the current lighting industry. Brand awareness ultimately depends on the company's long-term accumulation and growth. In-depth consideration from the practical point of view of consumers is to accumulate the source of power for consumers.

Luo Baihui, an internationally renowned marketing expert, believes that modern lighting products should consider lighting cleaning and safety issues while considering energy saving and fashion. From the perspective of media characteristics, TV commercials tend to be effective, but they tend to be fleeting. On the contrary, with the gradual popularization and popularization of the Internet, network promotion has become the main means of small-cost and diversified marketing. Along with the gradual improvement of the lighting lighting industry market, the ultimate confrontation of market competition is product and marketing. Products that cater to the trend of the city have become the center of enterprise development. Of course, in the era of “big competition” in home lighting, active marketing can often guide and promote market consumption.

Since last year, lighting companies have attracted hundreds of lighting investors through national investment, and have long insisted on building brands through TV advertising and online promotion. The image is to achieve brand rise. However, the lighting industry, the lighting industry giants, celebrity endorsements, sports sponsorship, as well as TV commercials, outdoor, flat and other advertising, the lighting industry is booming, a small number of ads are often "sinking the sea." In recent years, Guangdong Zhongshan (Guzhen, Henglan, Dongsheng, Jiangmen), Foshan, Huizhou, Shenzhen, Dongguan and other lighting factories, light sources, electrical manufacturers, stores, shops, to promote the active development of the entire southern lighting market. According to the survey, in 2010, the modern lighting industry cluster in Zhongshan achieved an output value of more than 65 billion yuan, accounting for nearly 15% of the city's total industrial output value. There are more than 9,300 lighting and supporting enterprises, including 32 leading enterprises; and about 158,000 employees. people.

For many lighting companies, how to effectively develop the market and increase sales has not only solved the problems of after-sales service, product structure and so on. Low-cost, high-efficiency marketing can keep the brand market competitive. With the rise of the second and third-tier markets, the county chain, the lighting chain has spread rapidly, and at the same time, the overall lighting has become increasingly fierce.

LED optoelectronic industry is an emerging sunrise industry with energy-saving and environmental protection features. With the continuous expansion of application scope, the global LED industry is developing rapidly. Only the high-brightness LED market is as high as 8.25 billion US dollars (2009 data). In 2014, the global high-brightness LED market will reach more than 20 billion US dollars, and more optimistic expects that the global LED lighting will have a market scale of 10 trillion yuan in the next decade. The optimistic expectations have caused LED companies to spring up, and the crisis in the LED industry has followed. In the third quarter of 2011, the boss 'running road tide' spread to the Shenzhen LED industry, mainly due to the serious excess of LED production capacity, coupled with the deterioration of the domestic and international economic situation, resulting in a sharp decline in the price of LED products. At present, China's LED industry has suffered from a cold winter, lack of domestic demand, poor exports, and the collapse of the tide has gradually emerged. Some "predictors" believe that the LED industry has begun the first round of "shuffle".

China is a LED world factory. Under the circumstance of weak domestic demand, expanding overseas markets is the first choice for LED companies. However, due to the backwardness of marketing concepts and marketing methods, many LED companies have repeatedly suffered setbacks in the process of external marketing. Seeking the best external marketing method is a top priority for current LED companies.

Forward-looking LED business managers are using their own methods to approach online marketing. It is an inspiring thing for companies to approach the network, but in the process of network marketing at the same time, LED companies will inevitably encounter many setbacks. In the network marketing of the LED industry, due to the lack of understanding and positioning of many enterprises on network marketing, the ability to open up overseas markets is insufficient. At present, most enterprises are facing LED export enterprises with poor export and unsatisfactory domestic demand, and “spurt” growth. Bringing fierce competition and chaos to the industry, the LED industry is facing a brutal reshuffle, how to survive in the "big reshuffle" - has become a major problem faced by many LED companies.

Luo Baihui, an internationally renowned marketing expert, believes that for the LED industry, it is also a necessary condition to both stimulate domestic demand and expand exports. This requires LED companies to find a global marketing model. Many companies adopt a combination of multiple marketing techniques, but for the average enterprise, the adoption of this marketing model brings a huge cost burden, which is not conducive to the company's upcoming big reshuffle. In order to continue to survive with the power of the information age, LED companies must find a network marketing approach that achieves global marketing and cost-effective performance. Search engine marketing is entrusted with the task in such an environment. It accurately helps the LED companies to create a good reputation while delivering them to the target customers. Traditional marketing needs to choose the target market to acquire, maintain and develop quality customers by creating, delivering and disseminating high-quality customer value. In the Internet era, due to its rich content, convenient access, limited time and space, and low cost, the website is widely loved by netizens and merchants, and becomes the main means of transmitting and disseminating value, and gains, maintains and develops customers. Presenting strong potential. Therefore, marketing activities around the website are becoming more and more abundant.

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