led行业英文论文

BUMKT5901INDIVIDUAL REPORT ByXinyu Zhou(Michael)ID:UB30049689 Date submitted: 03/01/2013Excursive summaryAfter LED lighting become main trend in lighting development, Neo LED lighting company,as new LED lighting manufacturer, should find good marketing strategy to face challenges from global LED manufacturers competitors.Neo LED lighting marketers will reinvent business experiences to explore more different markets. Under marketing mix- 6Ps products,price, promotion, people, physical evidence and place, Neo LED lighting marketers would know how to handle and upgrade itself LED products, so it would get more orders. In order to grow at a rate consistent with sales objectives, Neo LED lighting marketers are designing and managing how to take up more market segmentation. The portion not subscribed by existing attempt will be available for prospective market share for Neo LED lighting.Table of contents1.0 Introduction1.1 Industry1.2 Company2.0 product description3.0 Value proposition3.1 How does the product deliver value?3.2 How does the price deliver value? 3.3 How does the place deliver value? 3.4 How does the promotion deliver value? 4.0 Conclusion5.0 references1.0 Introduction1.1 Industry1.2 companyThe consumer lighting industry is a continuous of new-product innovation. In recent yeas new technology has enabled the consumer lighting manufacturer to develop various new Lighting source, in particular, LED lighting is gradually becoming new core of lighting market.In fact it seems like there is a new lighting source launched in lighting field with high-brightness, low-energy consumption and long-life span. LED lighting, as new-product market, has appeared so attractive that most traditional lighting manufacturers have been taking part in this new competition of lighting at this stage, Such as PHILIP and SIEMENS and so on, all these famous electrical companies put more investment into research and develop relative LED new products to take possession of global lighting market, because many lighting marketers and lighting technicians realize that LED lighting will become main lighting products in the future.In line with the characteristics of LED lighting, Innovation of LED lighting had been experienced long-term for decreasing finished LED lighting products. Compare with traditional lighting, LED lighting still has one fatal disadvantage”expensive” ,but LED lighting owns following good values:1, luminescence efficiency, LED lighting working through by high-effective brightness principle, which could let LED lighting runs effectively, and it also protect users eyesight.2, less power consumption: At present, general Australia family pay 27cents per 1KW for power-supply company. Compared with traditional lighting, LED lighting only use 1/3 electrical power as the same power rate of traditional lamp, which means it means 27 cents can gain almost 3KW brightness power. 3, long service life:generally speaking, LED lighting could work almost 10 times as traditional lighting.4, security reliability, if LED lighting has good transformer, it would keep LED lighting work very smoothly. 5, beneficial to the environment, because LED lighting use less energy, it would be beneficial for decreasing Carbon releasing into planet. 6, New stylist, LED lighting as new products, it could be designed different colors and shape by customers equites, it will be more true of mass consumers.Red, green and blue which each color distinguish 256 colors under computers, so LED lighting could mix up 25625625616777216 colors.LED lighting has been a breakthrough product category as the technology of LED lighting has improved traditional lighting for end users. As new products, LED lighting also pass through the same process as the new others:Invented productsOriginal productsProducts improvementsProducts modificationsNew brand.2.0 product descriptionI, As new lighting products, LED lighting also face competition from different field, because every manufacturers of LED lighting predict that LED lighting will be big market demand whatever in LED raw material or finished LED lighting products.According to development of raw material or technology, LED lighting manufacturers still have to pay more funds into producing LED finished product.So more and more researchers are still looking for cheap and effective chip to replace of expensive,and it is beneficial for decreasing price of LED finished products.Meanwhile, large LED lighting companies will continue to strengthen their patent holdings, just as they did the past years, such as Osram, Samsung, and LG electronics patent would expand to other companies in 2012: small LED lighting companies have to purchase large LED companies patent and produce finished LED products, because they do not have much capable to invest LED.Because LED lighting is good lighting for mass consumers and environment, therefore, it will take up more and more market share,and forming big lighting competition in these years.Meanwhile, LED will be applied in different lighting field by its own lighting characteristic:The pie chart illustrates that LED lighting is adopted in different lighting field from 2007 to 2013, it clearly shows that LED lighting is increasing year by year by huge market demand, all of LED lighting companies would face serious competition by different market share:LED Market Grows to $14 Billion in size by 2013-LED Market is expected to grow from $5 billion in 2007 to $14 billion by 2013-LED Market for Large-sized LCD is expected to sharply grow showing 135% CAGR in terms of revenue from 2007 to 2013.As for marketers, how to lead the value of new products into unpredicted market and overcome potential competitors that is really big challenge in business. Marketers and sales does not only know their consumers buying decision, potential markets demand, but also estimate competitors power and innovated products that deliver superior value of LED lighting to current end users, and gain more market share of LED lighting for their company. When “Neo” LED lighting company faces a wide range of lighting competitors, it is good for providing great customer value and satisfaction than its competitors. Thus, “Neo” LED lighting marketers must design more than simply adapt to the needs of target consumers. They ought to get strategic advantage by positioning their offerings against competitors offerings. It is not any single competitive marketing strategy is available for “Neo” LED lighting company, because “Neo” LED lighting company is not dominant positions in LED lighting industry, therefore, it will be more flexible, and able to provide personalized services in a way that large LED lighting company cannot do, even could allowing marketers apply strategies that give them better rates of return to promote “Neo” LED table lamp as much as possible. II Analyzing current LED market share. Designing competitive marketing strategies with thorough demanding analysis would be available for promoting finished LED lighting products in lighting market. Marketing mix “4Ps”+ “3Ps” is basic principle for “Neo” LED lighting marketers to expand more LED lighting market shares.3.0 Value proposition3.1 How does the product deliver value?Product, Most of new consumer products would be failed at disturbing age, LED lighting had also experienced the same stage, because it is many reasons to cause such dilemma when new products push into market at first stage, such as function of products did not work very well. Therefore, many LED lighting companies are anxious to learn how to improve their new-products success before global well-known lighting brand, meanwhile, LED lighting is not unique superior product and exclusive to unique company, “Neo” LED lighting marketers need to improve their selling skill by marketing strategies mix.Once “Neo” LED lighting company had designed a LED table lamp to respond to customer desires, it needs to determine on other parts of the marketing mix: Products, price, place, promotion, physical evidence and people. When buyers go into lighting shop and decides to buy some lamps, it would be many factors to be concerned by themselves background, for example, price and quality etc. There are a large number of competing LED lighting in shop. Under these sorts of circumstances the end buyers could not feel confident significantly to determine similar LED table lamps in the same lighting shop. Therefore, as professional marketer, it need to design best marketing strategy to lead buyers buy “Neo” LED table lamp.3.2 How does the people deliver value? People: After assessing current LED lighting market, sales finally realize that “Neo” LED lighting is not well-known brand as PHILP LED lighting. Therefore, how could marketers find a good commercial strategy to persuade or lead end users to purchase “Neo” brand LED lighting. The marketers need to know which end users are involved in the buying decision and what role each end users plays. Identifying the buying decision maker in many transactions is fairly easy, because most people when they decide to buy some items, they play a serial of roles: initiator-influencer-decider-buyer-user. Therefore, marketers need to identify who would play the various roles because this information affects product advertising and turnover in target market. Such as if “Neo” LED lighting marketers find that parents make buying decisions for their children studying, it will direct most of its advertising for these “quality” and “protecting eye-sight” models for parents. Even if “Neo” LED lighting targets its advertising for “protecting eye-sight” towards parents, the advertising are likely to include children and others who might initiate or influence the buying decision. So “Neo” lighting company will design its LED lighting with features that meet the needs of those buying-decision participants. Releasing the main participants and the roles they play helps the marketer fine-tune the marketing program. People would play various roles in buying behavior at different occasion. People are one of the elements of service marketing mix. People define a service. In case of service marketing, people can make or break an organization. Thus many companies nowadays are involved into specially getting their staff trained in interpersonal skills and customer service with a focus towards customer satisfaction. In fact “Neo” LED lighting company has to show that their staff is better than the rest. 3.2 How does the price deliver value? Pricing Pricing in case of services is rather more difficult than in case of products. Thus these elements have to be taken into consideration while costing. Generally service pricing involves taking into consideration labor, material cost and overhead costs. By adding a profit mark up you get your final service pricing. Price is the only element in the marketing mix that produces profit for company, if LED table lamp follows a high-price, high-profit strategy, it would attract serious competition, but a low-price and low-margin strategy could stop many competitors even take them out of LED lighting market. The rest elements of product stand for costs. Price is commonly regarded as the basic practical problem facing marketing executives. A final buyer considering purchasing a LED table lamp in lighting shop will evaluate values of comparable products. When “Neo” LED lighting sales people promote LED table lamp to some customers in lighting shop, and some consumers would say “I found the another brand is cheaper than yours”. After hearing such words, “Neo” lighting sales people needs to learn whether this customer think “Neo” lighting product is really more expensive than the another manufacturers, or just want to bargain with the price. Sales people must suggest customer that “everyone like taking less money to buy quality one in this world, and it is not any companies would offer best after sales service and high quality by low price of products. Such as cheap economical air ticket never offer first-class air ticket for passengers, does not it?” “Neo” sales people would suggest customers give their responds so that they know how to motivate customers to buy “Neo” LED lighting. “Neo” LED lighting adopt functional transformer ensure LED chip work very well, even “Neo” LED lighting could offer best service to customers. Price is just overstated when customers purchase items, most of time they would care quality much more than price when they are using LED table lamp.3.3 How does the place deliver value? Place - Place in case of services determine where is the service product going to be located. A lighting shop will be better placed in a business hub with a lot of families nearby rather than being placed in a town or rural area. Place means by which buyers acquires “Neo” LED lighting products in different lighting shop or lighting retailers, this includes the actual place it is purchased in various place as well as the actual route of distribution. Most of LED lighting is purchased from a supermarket or special lighting shop. The point is that these different selling channels can provide different levels of profitability and they can pretty happily run alongside each other provided a well through pricing strategy has been determined. Such as a buyer is likely to purchase “Neo” LED lighting immediately, a lighting retailer agent would rather want limited stocked of a number of variants and cash-flow quickly, lighting supermarket is hoping at large great number of “Neo” LED lighting at discounted rates. Different customers enquires, “Neo” lighting company need to take account of variables reason to copy with customers enquires, otherwise, it will allow “Neo” LED lighting trapped into embarrassing position with a customer sooner or later which would result in the loss of a sale. Different levels of commercial place will be looking for various features or various levels of service.Needless to say the internet offers a new channel to lighting sells. It has enabled many middlemen to be bypassed resulting in a price advantage to be offered to end buyers followed by the inevitable increase in volume for the seller. This could be selling direct to final consumers and missing out the retailer, even it could be direct to “Neo” lighting retailer missing out the wholesaler.3.4 How does the promotion deliver value? Promotion means activities that communicate the merits of the products and persuade target buyers to purchase “Neo” LED lighting. As an unwell-known LED lighting company is impossible for investing millions of dollars around the world on advertising to tell potential consumers about “Neo” LED lighting company and its products. Therefore, “Neo” LED lighting company should supply various information that will assist customer in making buying decision to purchase LED table lamp. It is many kinds of promotional activities are almost alien to us. “Neo” LED lighting marketers work hardly to create different marketing proposition for “Neo” LED products and after-sale service. Such as Ford is about the driver experience and high technology, “Neo” LED lighting would be good for integrating different aspects of the promotions mix to deliver a special business. Lets look at the different elements of the promotions mix:1, Advertising is a paid for communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market2, Sales promotion. tend to be thought of as being all promotions apart from advertising, personal selling, and public relations3, Public relations, can be relatively cheap, but it is certainly not free. Successful strategies tend to be long-term and plan for all eventualities4, Online promotions will include many of the promotions mix elements which we considered above. For example advertising exists online with pay per click advertising which is marketed by Google. You can sponsor are website for example. Online businesses regularly send out newsletters which are targeted using e-mail and mailing lists, which is a form of direct marketing.5, Trade Fairs, Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumerMany methods can be used to accomplish sales promotion objectives, The “Neo” LED lighting marketing planner should think about the type of market, the sales promotion objectives, the competition of LED lighting companies and the costs and effectiveness of each method. Clearly, promotion plays an important role in the total mix. To use it well. “Neo” LED lighting sales must be coordinated carefully with other promotion mix elements within the integrated marketing communications program.serviceService as everybody knows are largely intangible when “Neo” LED lighting company carry out marketing plan. The evidence that is presented during a trial marketing plays a major role in the outcome. There are several types of evidence that can be applied. One type, physical evidence, refers to items that can be brought into a courtroom for observing. Examples of physical evidence include LED lighting source. In many instances, sales are the first to gain and understand physical evidence about LED lighting selling in different lighting shop. This is because such items are often obtained from different selling agent, meaning that