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摘要
21世纪以来，国际贸易向纵深发展，LED工艺技术水平提升和高效生产能力
为我国LED植物生长灯企业开拓海外市场提供了有利的条件，国际市场规模不断
扩大。根据TrendForce数据，2019-2020年全球LED植物照明的产值分别为192
百万美元和301百万美元，预估2021年全球LED植物照明的产值将达到399百
万美元。但近几年，供应商增多、产品积压加剧白热化、新冠疫情影响等因素导
致LED植物照明欧亿·体育（中国）有限公司市场放缓。
GL科技公司成立于2014年，聚焦LED植物生长灯产品的设计与开发、生产
与销售。在市场环境恶化和公司增速放缓的双重影响下，GL科技公司内外部策
略问题凸显，将面临市场压力和困难挑战，需优化国际市场营销策略，以扩大自
身的蓝海市场。本文运用问卷调查法、图表分析法等对GL科技公司海外市场营
销中遇到的策略问题进行剖析；研究LED植物生长灯产业概述和出口业务介绍、
国际营销环境分析和市场选择、海外营销的策略制定与实施这三个内容，制定出
一系列的海外市场营销策略；然后通过构建灰色预测法模型，来预测GL科技公
司未来三年的销售业绩与增长速度，优化海外营销策略，从而使GL科技公司在
蓝海市场中提质增收升级，提高公司综合竞争力。GL科技公司应加快开发欧洲
第二市场的战略布局，研制出符合欧盟准入标准的LED植物生长灯产品，加快新
光谱谱系的开发速度，制定出多批次的新方案，生产出多种类的LED植物灯新产
品，抢占欧洲的LED植物灯市场。同时，GL科技公司还应针对不同海外市场进
行差异化的研发与定价，加强采购链-生产链-仓储链-营销链的闭环优化管理，
加大广告、展会推广，加强品牌宣传和强化品牌效应，让企业有更强的营销、治
理与运营能力。
本文以GL科技公司就目前国际市场需求逐渐放缓的问题展开调查与研究，
借助4P市场营销理论、STP市场定位理论、SWOT战略分析工具、PEST分析理论
和波特五力分析工具等，针对该企业遇到的核心问题进行研究，制定出具有前瞻
性的国际市场营销策略，然后根据这些市场营销策略，制定出相对应的保障措施，
依据这些措施达成实施效果，促使该企业可以良性发展与持续经营。
关键词：LED植物生长灯；GL科技公司；国际市场营销策略；蓝海市场
IV
Abstract
Since the 21st century, the in-depth development of international trade, the
improvement of LED technology andhigh-efficiency production capacity have
provided favorable conditions for my country's LED grow light enterprises to develop
overseas markets, and the international market scalehas continued to expand.
According to TrendForce data, the global output value of LED grow lights from 2019
to 2020 is US$192 million and US$301 million respectively. It is estimated that the
output value of global LED grow lights will reach US$399 million in 2021. However,
in recent years, factors such as the increase in suppliers, the intensification of product
backlog, and the impact of the COVID-19 epidemic have led to a slowdown in the
LED grow lighting industry market.
GL Technology Co., Ltd. was established in 2014, focusing on the design,
development, production and sales of LED grow light products. Under the dual
influence of the deteriorating market environment and the slowdown of the company's
growth rate, GL Technology's internal and external strategy problems are prominent,
and it will face market pressures and difficulties. It needs to optimize its international
marketing strategy to expand its own blue ocean market. This paper analyzes the
strategic problems encountered in overseas marketing of GL Technology Company by
questionnaire survey and chart analysis. Studying the three contents of LED grow
light industry overview and export business introduction, international marketing
environment analysis and market selection, overseas marketing strategy formulation
and implementation and developing a series of overseas marketing strategies. Then,
by constructing a grey forecasting model, to predict the sales performance and growth
rate of GL Technology in the next three years. Optimizing overseas marketing
strategies, so that GL technology company can improve quality, increase income and
upgrade in the blue ocean market, and improve the company'scomprehensive
competitiveness. GL Technology should speed up the development of the strategic
layout of the second market in Europe, develop LED grow light products that meet
EU access standards, speed up the development of new spectral lineages, formulate
multiple batches of new programs, and produce a variety of products. New products
of LED grow lights, to seize the LED grow light market in Europe. At the same time,
GL Technology should also conduct differentiated R&D and pricing for different
overseasmarkets,strengthentheclosed-loopoptimizationmanagementof
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