SWOT analysis of international marketing status of China LED lighting (1)

This part mainly uses the strategic analysis method to analyze the international marketing of domestic enterprises.

(I) advantage (Strengths)

China's LED lighting in the international market enterprises have a certain advantage and competitiveness based on this mainly reflected in the following 3 aspects.

1, LED street lamp is the industry leader

China's enterprises have created the first of many industries, such as a large number of high-power applications in road lighting, China is the world's first, and thus has the longest history of LED street lamp applications. China was the first country to develop and produce a large number of LED street lamp products with independent intellectual property rights. These LED lamps have a very high level. In the domestic and foreign high-power white light industry, Chinese enterprises are highly recognized by the international consumers, with the role of "leader".

2, the integrity of the industrial chain, low cost, has the advantage

China's LED lighting has a complete industry chain, which greatly facilitates the integration of resources, is conducive to industry agglomeration, scale effect, thereby reducing costs, with a strong competitive advantage. Although most of the current LED lighting enterprises in our country are mainly in the middle and lower reaches of the global industry chain, they mainly through the purchase of raw materials to buy chips to produce lighting products. But, overall, Chinese has a complete LED industrial chain, to ensure the convergence of all aspects of the cost control to a minimum; as the technology matures, some Chinese LED lighting enterprises gradually have the excellent high power chip production capacity from industry-leading, and ensure the China LED lighting lamps in the downstream the long-term stability of the industry chain, so that the China enterprises to maintain a competitive advantage in the future competition in the international market.

3, cheap labor market

The China population, there are a large number of surplus labor, consumption level and the level of national wage is low, the production cost is lower than in many countries and regions, to ensure that the Chinese LED enterprise has a strong labor cost advantage in the production of lamps, and has advantages in product pricing, can grasp the initiative in the international market competition.

(two) disadvantages (weakness)

In the light of the advantages of Chinese LED lighting companies, we should also clearly see their own short board and inadequate. The disadvantages of LED lighting in China are mainly reflected in the following points:

1, the lack of clear marketing programs and marketing strategies

First, the development of the market, and then choose their own products to copy R & D, which is used by most Chinese enterprises marketing programs. This marketing plan is quite immature, that is, the current Chinese LED lighting enterprise marketing system is still in the development and construction period, has not yet formed a complete marketing plan and strategy system.

2, sales agent network is not perfect

Most of China's LED lighting enterprises do not have international sales network. In order to realize the sustainable development of the enterprise, it is necessary to completely break the geographical segmentation in the international market, and to establish and improve the effective international marketing network on the basis of the integration and utilization of the limited resources. Only in this way, the company can go a long way to go wide, rather than being confined to a certain area.

3, the low professional quality of employees

High technology content of lighting, enterprises are high-tech enterprises. Accordingly, the company's sales and after-sales service personnel must have the basic professional knowledge, and be able to grasp the customer wants to know the information, timely response to customer technical problems. But the reality is that China's LED lighting business sales staff is too focused on the sale of technical services, which is often eager to sell. Enterprise customers tend to be an expert in this field, and sales personnel in the promotion of products even when making some mistakes, the types and properties of wrong product, cannot resolve customer questions, lack of professionalism, causing customer dissatisfaction.