在全球能源日趋紧张、环境问题不断突出的今天,LED照明以其低碳环保、节能高

效等优越性能成为替代传统照明的不二之选,LED照明欧亿·体育（中国）有限公司呈现出蓬勃发展的光明前

景。但是,LED照明的发展-之路也并非一帆风顺,大多数LED照明企业将注意力过分

集中在产品自身上,不注重产品品牌的塑造,不注重营销传播和推广工作,使得LED

照明企业常常陷入恶性竞争的泥淖中。作为众多LED照明企业中的一员,M公司在发

展的过程中,也经历了许多曲折,在反思和总结以往的得失之后,认识到通过整合营销

传播提高自身的企业和品牌形象,站在消费者的角度重新梳理推广策略,将是M公司

摆脱困境,走向成功的必经之路。

本文在阐述我国LED照明欧亿·体育（中国）有限公司的发展历程、市场现状和发展趋势的基础上,以M

公司为例,在当前的市场环境下,对M公司LED照明产品整合营销传播策略进行了研究。

本文设计了消费者调查问卷,通过调查和分析发现,M公司在营销传播的过程中,存在

着产品导向不明、品牌形象模糊、传播手段单一等突出问题。并提出了以顾客为导向奠

定传播基础、以建立品牌为目标改善产品品质和服务、以企业形象为中心提升传播形象

的传播策略,同时,提出了优化组织结构提供人力资源保障,树立全员的整合营销传播

理念,重视网络传播工具提升传播效果的支撑策略,对M公司等中国国LED照明企业整

合营销传播体系的构建具有一定的借鉴意义。

关键词:LED照明产品;整合营销传播;整合营销传播工具

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华东理工大学硕士学位论文

Research on Integrated Marketing Communication Strategy

of M Company LED Lighting Products

Abstract

With tense in global energy and environmental problems continuously rising today,LED

lighting,with its superior properties such as low carbon environmental protection,

energy-efficient become of choice of alternatives to traditional lighting,LED lighting industry

presents the vigorous development of bright future. But even today,the road of development

of LED lighting is not smooth,most LED lighting enterprises will concentrate too much on the

product itself,not pay attention to the shaping of the brand,does not pay attention to marketing

communication and promotion work,which often make the LED lighting companies into

vicious competition.As a member of many LED lighting enterprise,in the process of

development,M company has experienced many twists and turns,after reflection and summary

of the gain and loss of the past9realized through the integrated marketing communication to

improve their enterprise and brand image,to stand in the Angle of the consumer to comb and

promotion strategies5will be the only way to success of M company out of its predicament.

This article studies the integrated marketing communication strategies in the current

market environment by taking company M as an example and based on the development of

the lighting industry, current market situation and trend of development in China. A series of

issues was found out during the investigation and analysis to the consumer questionnaire whi

ch was designed for company M,for example, the product orientation not clear,brand image

vague, and communication means single etc.In addition, the article proposed a series ofcomm

unication strategies, like,customer-oriented strategy as the base of communication, improving

the product quality and service in order to establish the brand as the goal; raising

the communication image by taking the corporate image as center. In the meantime, it provide

s the guarantee of human resources and proposed the optimization of the organizational struct

ure, establishes the concept of integrated marketing communication strategy of full attention,

and supports network communication tools to improve communication effects, which has

special reference to constructing the integrated marketing communication system of LED

lighting enterprises in China like company M.

Key words: LED lighting products integrated marketing communications integrated

marketing communication tools