In general, the current marketing methods and channels of fluorescent lamps have been relatively mature, but there are still two hot and cold phenomena in LED lighting products. The two heats are government hot, and the manufacturers are hot: middle cold means cold consumption. At present, the government strongly supports the development of the LED industry, and manufacturers are also pushing. Many leading LED companies have invested heavily in this field. However, in the middle of the distribution channels, dealers seem to have insufficient confidence in LED lighting products. The main reason is that the cost of LEDs is too high, there is a problem of saving energy and not saving money. Consumers still need a certain process. In terms of LED technology, heat dissipation and light The problem of fading has not been solved well, and the circulation channel lacks confidence in the LED lighting product market.
In the past two years, the National Development and Reform Commission has formulated a roadmap for eliminating inefficient lighting products (incandescent lamps), promoting high-efficiency energy-saving lighting products, and further promoting China's green lighting projects. According to the Interim Measures for the Administration of Financial Subsidy Funds for National High-Efficiency Lighting Products Promotion, the state financial subsidies focus on supporting high-efficiency lighting products to replace incandescent lamps and other inefficient lighting products in use, including the popularization of self-ballasted fluorescent lamps for general lighting, and three-color double-ended Straight tube fluorescent lamps (T8, T5 type) and other electric light source products, semiconductor (LED) lighting products and necessary supporting ballasts.
The government's series of energy-saving subsidies have allowed some well-known enterprises and leading enterprises to enjoy energy-saving subsidies, but most SMEs cannot obtain such subsidies, and the market situation is quite severe.
As far as the solution is concerned, the government should regard energy-saving subsidies as a common behavior, treat all quality-stricken enterprises in the industry equally, and should not regard the size of the enterprise as the only criterion for determining whether to subsidize.
The use and promotion of LED lighting products should not be just industry behavior, and all aspects of society should be involved in the promotion and market cultivation of LED lighting products. In developed countries in Europe and America, the promotion of LED lighting products has been very successful, and the EU has taken the lead in government subsidies for the use of LED lighting products. It is reported that some developed provinces in China, such as Guangdong and Jiangsu, will soon adopt measures to impose mandatory use of LED products in commercial places (hotels, hotels). All in all, the problems encountered in the marketing of green lighting products need to be promoted by the whole society, so that green lighting can be widely applied and realized, and contribute to energy conservation and environmental protection.
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The marketing model is appropriate. The marketing model of the best lighting industry is quite special. The common marketing models in other industries have appeared in the lighting industry, which is determined by the diversity of lighting industry products, channels and marketing models. Various marketing models have their practicality, value of use and rationality in their existence under various specific circumstances and conditions. In the lighting industry, there are many different channel models, but in general, there is still a necessary principle to be the best. It is necessary to choose and build according to the market objectives, product types and enterprise resource allocation. And an effective channel model.
Enterprises and distributors need innovative channel cooperation mode The development of China's lighting and lighting industry is still not fully mature today. As an important part of the sales process, dealers have been singing a one-man show, facing the consumer sector alone. At present, most companies in the industry can only provide products for dealers, but not for dealers. As a result, dealers in the lighting industry have taken on more functions and pressures than other mature industries. In addition, because the dealers occupy a dominant position in the sales process of the products, the profit requirements for their own links are relatively high, which inevitably creates a higher price threshold for the excellent products to be distributed to the consumer. These problems depend on the further maturity of the industry, through the innovative channel cooperation model, through the benign cooperation between the company and the distributors one by one.
Successful promotion relies on a successful marketing strategy For overall marketing, promotion is just one of the marketing topics. In theory, there is no successful marketing case without a successful marketing strategy. If the marketing strategy and purpose are not correct, the greater the promotion, the greater the destructive power.
There are many successful marketing cases in China's lighting industry, such as NVC Lighting, Ou Pai Kitchen Cabinet, Dongpeng Ceramics, Nature Flooring, Red Apple Furniture and Midea's five major home furnishing giants to build the Champion League, in brand marketing, customer service, etc. At the level of comprehensive cooperation, the promotion of the cross-border upgrade of the home industry has received good results; the sales channel of the Australian company suffered a bottleneck at the end of 2007. After careful analysis of the competitors and themselves, the marketing team proposed the Red China strategy and The effective promotion and implementation of a series of activities not only promoted the channel consolidation, but also formed effective marketing cases in the terminal that are worthy of the success of the green lighting industry, and continue to innovate on this basis. At present, in the LED lighting industry, this trend is very obvious, and this is the performance of the industry's continuous development.
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