摘要
随着近年来节能环保主题的不断升温,作为“绿色照明”的LED行业进入了高速发
展期。LH)凭借其低能耗,较长的使用寿命以及无环境污染等特点正逐渐从传统的信号
灯照明,到小尺寸背光,再拓展到大尺寸背光以及室内外通用照明领域,并不断发展壮
大,蚕食传统照明的市场份额。同时,技术的不断进步和成本的持续下降也进一步促进
了行业的发展。中国的LED行业虽然起步较晚,但随着国家政策的倾斜,产业扶持政策
的出台,整个产业得到了高速的发展。目前已经建立了较为完整的LK)上中下游产业链,
特别是下游的封装应用企业,不论从企业数量还是生产能力,都占据了世界第一的市场
份额,这对于产业链中上游的国内外企业来说,有着巨大的吸引力。
本文以L公司LK)芯片产品进入中国市场战略为研究对象,以市场营销和市场进入
战略为基本理论框架,通过对全球以及中国的LK)及芯片产品市场环境的分析,结合L

公司的营销现状和竞争力分析,找出最适合L公司进入中国市场的方式,并根据4P营
销组合战略,对L公司进入中国市场后的竞争战略给出具体建议,为L公司进入中国市
场提供一套完整的市场进入战略方案,希望以此帮助L公司顺利进入中国市场,并在日
益激烈的市场竞争中占据优势地位。
关键词:LH)芯片;市场进入战略;营销组合战略

Abstract

With the topic of energy conservation and environmental protection continuing to heat up in

recent years, LED industry has entered a period of rapid development as Green Lighting.

Owning to its advantages of low energy consumption, long life and no environmental

pollution, LED has gradually developed from signal lighting to small size backlight, and then

expanded to large size backlight and general lighting area, which eats into a lot of market

share of traditional lighting. Meanwhile, the improvement of technology and continuous

decreasing of cost become a further boost to the industry development. As to China's LED

industry, though started late, along with the favorable state policy to domestic LED industrial,

Chinese LED market achieved a high speed growth and established a relatively complete

industry chain including upstream, midstream and downstream. Especially for the

downstream market of package and applications, China is the world's first of the market share

on enterprise quantity and production capacity, which is very attractive for both domestic and

international enterprises that are in upstream and midstream supply chain.

In this paper, making the Chinese LED market entry strategy of L company's chip products as

the research object, take the marketing theory and market entry strategy as the basic

theoretical framework, through the analysis of global and China LED chip market

environment, together with current situation of L company's marketing and competitive

analysis, finding out the most suitable way of Chinese LED market entry strategy for L

company. According to 4P marketing mix strategy, offering the specific recommendations for

L company as the competitive strategy after entering China market, which provide a complete

set of market entry strategy for L company to enter China market, hoping to help L company

smoothly entering China LED market, and occupy the dominant position in the increasingly

fierce market competition.

Keywords: LED chip; Market entry strategy; Marketing Mix Strategy