飛利浦照明產(chǎn)品市場營銷戰(zhàn)略研究.pdf

1、分類號UDC密級Y8537’19學位論文飛利浦照明產(chǎn)品市場營銷戰(zhàn)略研究作者姓名割壺指導導師姓名迕鎣塹副麴攫盤jE太堂』直萱理堂院申請學位級別亟土學科類別簦翌堂學科專業(yè)名稱王商萱理論文提交日期2Q逝生l且論文答辯日期2Q豎生學位授予L]期——答辯委員會主席壑益昱熬援評閱人韭蘭霞副熬援型住墨嬰塞雖東北大學2006年1月東北托學碩士學位論文AbstractResearchofPhilipsLightingMarketingStrategies

2、AbstractAssocietydevelops，ourcountry’SlightingindustryhasmadegreatadvancesThenumberofspecialmanufacturesoflightinghasrisensharply，thedemandoflightingproductshasgrowncontinuously，thekindsoflightingproductshavebecomericher

3、andricher，andamarketpatternofgoodcirculationhasbasicallyformedathomeAtthesametime，intheChinesemarketoflighting，someforeignfamousenterprisesplayanimportantpartTheyarenotonlytherepresentationofadvancedtechnology，butalsoocc

4、upythebiggermarketshareinthedomesticmarket，whichfurthersharpenthemarketcompetitionofdomesticlightingproductsInthemoreandmorefiercemarketcompetition，whilethelightingmanufacturesarehavingdevelopmentalopportunities，theyaref

5、acingthechallengesofexistenceanddevelopmentwhichcompetitionhasbroughtaboutSo，whilethelightingmanufacturersarestrengtheningtheresearchofbasictechnology，improvingtheproductquality，fosteringandstrengtheningthekeycompetition

6、ability，theymustgraspandusescientificmarketanalysismethodandmarketstrategyThisarticlemainlydiscusseshowoneofthebiggerlightingmanufacturersinourcountry——PhilipsLightingorientsitselftomodernmarketpattern，chooseandestablish

7、marketingthought，drawupconcretemarketingstrategy，andcarryoutandcontrolthemFirstofa11，thisarticleanalysestheexternalenvironment，andinternalconditionsofthecompanyindetailThenthearticleexpoundshowPhilipsLightingusesandcarri

8、esoutitsmarketingthoughtfrommarketsubdivisionstrategy，marketchannelstrategy，productstrategyanddealerstrategyFinally，thearticleexpatiatesonhowPhilipsLightingcarriesoutandcontrolsitsmarketingstrategyfromprofitabilitycontro