QX照明公司是国内照明企业的代表，自2000年以来，一直致力于出口美国市 场并取得了一定的成效。然而，QX照明公司在美国市场的发展呈现出明显乏力的 趋势，虽然与中美贸易关系有关，但是更多的原因在于其对美国市场缺乏明确的 定位以及营销策略的落后，这在一定程度上阻碍了QX照明公司营销活动的展开以 及新客户、新市场的进一步开发。QX照明公司需要明确自己在美国市场的定位， 因地制宜地制定合理的营销策略，来应对市场和环境的变化，从而实现公司的可 持续发展。 本文以QX照明公司为研究对象，展开对照明产品的特点、美国照明市场的发 展环境、中美之间贸易环境、以及QX照明公司在美国市场发展的外部与内部环境 等的分析，最后探讨出QX公司美国市场营销战略以及具体的保障措施。首先，本 文对目前美国市场照明产品的市场发展现状以及趋势进行了介绍，其中包括美国 市场的总体环境以及照明市场的现状、消费者的习惯以及美国照明市场的发展等， 其次，根据QX照明公司简介以及发展现状，运用PEST分析了美国市场的政治、 经济、社会以及技术环境，运用波特五力模型详细分析了QX照明公司在美国市场 发展的竞争环境以及竞争力；再次，通过 SWOT和STP分析，通过优势、劣势、机 会、威胁的具体分析，以及深入分析市场细分（Segmentation）、目标市场选择 （Targeting）、市场定位（Positioning），最终确定了市场营销战略；最后， 结合市场营销战略详细阐述产品策略、价格策略、渠道策略、促销策略，满足顾 客需求，通过建立业务绩效考评激励机制、公司文化和制度创新以及营销组织和 人才保障来完善QX照明公司营销战略。 本文充分运用 PEST分析法、SWOT分析法、组合营销理论以及波特五力模型 等方法和理论，建立完整的理论框架体系；针对QX照明公司美国市场营销战略分 析，充分结合了美国市场照明设备和美国市场营销现状，并考虑了中美贸易摩擦 现状、特点与趋势；建立了一套完整的营销战略执行保障机制，充分保障QX照明 公司美国市场的营销战略的执行。 关键词：美国市场，营销策略，中美贸易，SWOT，波特五力模型 湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract QX lighting company is the representative of domestic lighting enterprises, since 2000, has been committed to export to the United States market and achieved certain results. QX lighting company in the United States, however, the development of the market presents the obvious weak trend, while related to sino-us trade relations, but more because of the lack of a clear positioning and marketing strategy of the us market's lag, to a certain extent hindered the spread of QX lighting company marketing activities, and further develop new customers and new market. QX lighting company needs to clearly define its positioning in the us market and formulate reasonable marketing strategies according to local conditions to cope with market and environmental changes, so as to achieve sustainable development of the company. Taking QX lighting company as the research object, this paper analyzes the characteristics of lighting products, the development environment of the lighting market in the United States, the trade environment between China and the United States, and the external and internal environment of the development of QX lighting company in the United States, and finally discusses the marketing strategy and specific safeguard measures of QX company in the United States. First of all, in this paper, the current market development present situation and trend of the American market lighting products are introduced, including the United States the present situation of the market's overall environment and lighting market, such as consumer habits and the lighting market development, secondly, according to QX lighting company profile as well as the development present situation, using PEST analysis for the American market of political, economic, social and technological environment, using the potter five models are analyzed in detail QX lighting company in the United States the development of the market competition environment and competitiveness; Thirdly, through SWOT and STP analysis, specific analysis of strengths, weaknesses, opportunities and threats, as well as in-depth analysis of market Segmentation, Targeting and market Positioning, the marketing strategy is finally determined. Finally, the product strategy, price strategy, channel strategy and promotion strategy are elaborated in combination with the marketing strategy to meet the needs of customers. The marketing strategy of QX lighting company is improved by establishing the incentive mechanism of business performance evaluation, corporate culture and system innovation, as well as marketing organization and talent guarantee. This paper makes full use of PEST analysis, SWOT analysis, portfolio marketing theory and porter's five forces model to establish a complete theoretical framework. According to the analysis of QX lighting company's marketing strategy in the United States, it fully combines the lighting equipment in the United States market and the current marketing situation in the United States, and considers the current situation, characteristics and trends of sino-american trade friction. A complete set of marketing strategy implementation guarantee mechanism has been established to fully guarantee the implementation of QX lighting company's marketing strategy in the us market.。。。。。。以下内容略