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论文编号：	5724
作者编号：	2220110861
上传时间：	2013/12/3 16:03:31
中文题目：	九洲光电公司的品牌营销策略研究
英文题目：	The Research of Jiuzhou Greeble Brand Marketing Strategy
指导老师：	白长虹
中文关键字：	九洲光电；LED照明；品牌定位；品牌营销
英文关键字：	Jiuzhou Greeble; LED lighting; Brand positioning; Brand marketing
中文摘要：	LED照明市场市场前景广阔，而且随着制造成本和售价的逐年下降，LED照明产品相对传统灯泡的性价比越来越高，有望在未来三年实现更快的发展速度。并且世界各国普遍出台了白炽灯的禁用政策和半导体照明的补贴政策，都有望给全球的LED企业带来更多的发展机遇。然而在这样的背景下，行业内的品牌营销却处于初级摸索阶段。本文采用文献分析法、比较分析法以及实例结合理论的研究方法，以半导体照明行业的品牌营销原理推及九洲光电公司的品牌营销。研究主要分以下几部分：一、深入分析了行业背景、LED照明市场的行业现状、国内外主要竞争对手的现状，以及国外相关理论论述等；二、剖析了半导体照明生产企业市场环境，分别分析半导体照明全球市场和中国市场的发展，品牌在半导体照明行业的重要性，提出导体照明市场品牌营销现状：市场乱象丛生，品牌都只局限于行业内，但是大多数厂商的品牌意识开始觉醒。正是在这样的情况下半导体照明市场开展品牌营销显得更加迫切；三、根据第二章的理论研究得出了九洲光电的品牌定位，九洲光电的产品定位为中高档，目标市场的选择及品牌名称、品牌传播语的创建；四、探讨了半导体照明市场品牌营销策略，如何进行品牌创新与推广，推及九洲光电该如何制定自己的品牌营销策略。本文得出的主要结论有：剖析了半导体照明生产企业市场环境分析与九洲光电的品牌定位、半导体照明市场品牌营销的现状与作用、半导体照明市场品牌营销策略及九洲光电的品牌营销策略。
英文摘要：	LED lighting market is a wide prospect. And because of the declining of manufacturing cost and the rising of the selling price year by year, the cost performance of LED lighting is getting higher and higher relative to the traditional light bulb, which helps LED lighting achieve faster development speed in the next three years. Meanwhile in the various countries in the world, disabled incandescent light policy and LED lighting subsidy policy came out by the government, which also lead to more opportunities in the LED lighting industry. In this situation, however, brand promotion is at an early stage in the LED industry. This article uses the literature analysis, comparative analysis and examples of combined theory research methods, combining the theory of semiconductor lighting industry brand promotion principle and applying to Jiuzhou Greeble's brand marketing. Research mainly divides to the following sections: first, deeply analyze the industry background, LED lighting industry status, the present situation of the major competitors both at home and abroad and foreign relevant theorys, etc.; Second, analyze the semiconductor lighting production enterprises market environment, respectively analysis the global market of semiconductor lighting and the development of China's market, the importance of brand in the semiconductor lighting industry, thus obtained the Jiuzhou Greeble’s brand positioning. Jiuzhou Greeble’s product positioning is high-grade, selection of target market and creating of brand name, brand spread language; Third, brand marketing present situation: market chaos, brands are confined to the industry, but most of the manufacturer's brand consciousness began to wake up. And it is precisely in such circumstances the semiconductor lighting market brand marketing becomes more urgent; Fourth, discusse the brand marketing strategy of the semiconductor lighting market, how to carry out the brand innovation and promotion, applying to Jiuzhou Greeble’s own brand marketing strategy. The article concludes the main conclusions are: analyzing the semiconductor lighting production enterprises’ market environment and brand positioning of Jiuzhou Greeble, the present situation and the role of semiconductor lighting market brand promotion, the brand marketing strategy of semiconductor lighting market and Jiuzhou Greeble.
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