LED decorative lighting marketing new level

LED has been widely used in recent years, and a surge of investment. The transition of investment will lead to excess industry, LED industry competition will enter a higher level. LED decorative lighting as an important part of the LED industry in the city in the night to get a lot of use, LED decorative lighting for the city to bring a beautiful and prosperous, but the LED decorative lighting function, the homogenization of regional characteristics, historical and cultural city is not clear. LED decorative lighting needs to give the cultural connotation, only to the light of the culture as the center, to provide the cultural elements of light culture, LED decorative lighting can continue to develop.

LED lighting marketing strategy is the first light guide propaganda culture concept, LED decorative lighting applications, planning and design stage will advance to the sales of decoration; second is the concept of culture around the optical design and cultural characteristics of the products; construction of demonstration application projects, promote the cultural trend of light. Light culture marketing is bound to make the relevant enterprises stand out in the fierce competition.

Introduction

LED since the invention of the day, never like today to influence our life. As a new type of solid light source in addition to the instruments, electrical equipment, industrial equipment as the display device, its application field in recent years more and more widely, especially the application in the field of lighting has been greatly developed, the application of LED in the field of lighting industry boom triggered LED. LED, LED lighting is not only a hot word in the relevant industry, but also a popular word of government documents, but also the hot spot in the field of investment. According to statistics, the country's existing LED, in the middle and lower reaches of all types of enterprises more than 4 thousand, LED production enterprises reached an agreement with the industrial value of 150 billion. Only LED lighting, LED display industry value of more than 150 billion yuan enterprises. In addition to Xiamen, Dalian, Shenzhen, Yangzhou, Nanchang, Shanghai, Shijiazhuang and other countries have formed the industrial base and the Pearl River Delta region more than 1000 LED lighting and display businesses across the country, still continued construction of LED Industrial Park, and the introduction of LED industry as the focus of investment. This is caused by the transition of the excess investment industry is about to come, a considerable number of investors in the investment after the failure of the vicious competition between enterprises has been operating will be inevitable. How to win in this fight, the industry foresight has already started thinking, and made some research and practice. In this paper, LED decorative lighting as the research object, the LED decorative lighting market analysis and marketing strategy.

The status quo, LED lighting market

LED lighting market at this stage is indoor and outdoor decorative lighting market, consumer groups consumption ranked for the government

Government units, the real estate business and entertainment, catering, shopping malls in institutions. Government consumption is the city night scene project, a major

Festival project, to beautify the city, increase the festive atmosphere, with seasonal and uncertainty. Real estate consumption is the decoration of the development of its real estate projects, the purpose is to promote the sale of real estate, or improve the taste and quality of real estate projects. Entertainment, restaurants, hotels, large shopping malls are mainly decorative business place, the purpose is very clear, is to attract customers. In these six types of major consumer groups, the government has occupied a considerable market share, including some commercial neighborhoods, but also by the government led the construction of government spending is LED decorative lighting unconventional development engine. But this consumption is uncertain, or the engine is irregular intermittent movement. The consumption of real estate, entertainment and catering industry is the basic market to ensure the development of LED lighting. More than the consumption of consumer groups for different purposes, and we from southern Xiamen to the north of Jiamusi, from Shanghai to the western city of Urumqi, the Oriental Pearl, see LED decoration project is roughly the same, the decoration for LED street, park, river, lake and other surrounding public places, hotels, entertainment, commercial buildings and stadiums, bridges and other buildings are mostly riotous with colour change, resulting in 100 City, King Street thousands of the same color, 000 floor side condition. The reason caused by the above results is the LED decorative lighting products of the same function, product homogeneity, and the design of the blind pursuit of fancy effect caused by the. Although the LED decorative lighting project to bring the bustling city, resplendent with variegated coloration for us, but our city lost its regional characteristics, history and culture, also caused the local people and the owners of units of the offensive, which greatly weakened the government confidence and power consumption. And the consumer groups outside the government pay more attention to individuality and differentiation, this non differentiated consumer will gradually lose interest in consumer spending, and ultimately led to the shrinking of the LED decorative lighting market.

The new to two, LED decorative lighting - light culture

LED decorative lighting into a new level in the Chinese market need, it is the light level of culture. As people dress

Requirements, covering the original cold clothing has become the past, Zhang Xian Yue has a pleasant personality, fashion era has already come. LED lighting lighting levels should also become the history, to show the charm of the city, regional characteristics, festival theme, history and culture, to demonstrate the achievements, to create a city of leisure culture and economic prosperity for the purpose of cultural consumption will become the mainstream of municipal light. The commercial consumption of the cultural characteristics of the light will be more prominent, commercial consumers through