中國發光二極體照明産品經營策略分析─以P公司爲例

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题名:	中國發光二極體照明産品經營策略分析─以P公司爲例
作者:	許富程;Hsu, Fu-Cheng
贡献者:	高階主管企管碩士班
关键词:	照明産品;發光二極體;商業模式;五力分析;Lighting products;Luminescent dipole;Business model;Five forces analysis
日期:	2017-06-28
上传时间:	2017-10-27 13:54:41 (UTC+8)
出版者:	國立中央大學
摘要:	京都議定書及哥本哈根協議簽訂後，LED照明産業以其節能與環保特性迅速占領照明市場，成爲當紅産業。其中，中國的LED照明産業也初步形成較爲完整的産業體系，在中國發展的台灣LED照明廠商雖然可以利用中國市場的資源，但也要面臨中國市場中現金流、勞動力成本、技術等諸多方面的問題。本研究以P公司為例，透過7Ps理論、Porter五力分析、SWOT分析法詳細解析中國發光二極體照明産品公司之經營策略。瞭解到企業現況、剖析企業之經營策略、研究企業發展關鍵因素，分析産業結構以及競爭策略方面，進而對本研究之研究對象P公司的相關經營模式、發展策略與發展方向作出深入之探討與分析。希望以此爲例，爲其他有相似問題與環境的公司提供參考價值。本研究結果認為雖然LED照明産業在中國市場上具有很大的發展前景和發展潛力。但是，對LED照明産業中以P公司為例的企業受到的不僅僅是外部環境的影響，也對公司內部情況的變化十分敏感。在各方面因素的影響下，企業呈現的發展狀態不一，如果企業想要進一步成長、擴大，在中國LED照明市場中佔有一席之地，勢必需要重新對公司的管理與發展進行調整與規劃。一、 P 公司在擁有技術基礎之上，應抓住時間資本策略，把技術成果轉化為銷售利潤和市場佔有份額。二、 P 公司需確定市場差異化策略，爭取國外市場的大工程建設專案以進行推廣，在國內市場建立集團購買和以 LED 示範城市為銷售重心的產業群。三、 P 公司加大人才引進力度，並對 LED 産品的研發引入獨立完善的研發模式。;The Kyoto Protocol and the Copenhagen Accord having been signed, the LED lighting industry occupies the market by its features which involve saving energy and environmental protection and become a popular industry. Among them, the LED lighting industry in China has initially formed a relatively complete industrial system. Although Taiwan LED lighting manufacturer which develops in China can use the resources of the Chinese market, they also face the cash flow, labor cost, technology, and many other problems. Our study uses company Pas an example, analyzing the business strategy of the LED lighting products company through the the marketing theory of 7Ps, Michael Porter′s Five Forces and SWOT Analysis. We study the status of enterprise, the strategy of enterprise, the key factors of enterprise development, industrial structure and competitive strategy. In addition, we study the business model which is realted to company P, developmental strategy and the future developmental direction. We hope that we can set company P as an example for other companys which have the same situation. Our study thinks that the LED lighting industry in Chinese market has great developmen prospects and development potential. However, the company like company P will not only be affected by external environment but be deeply affected by the change of the company′s internal situation. Under the influence of various factors, the developmental situation of the enterprise is different. If enterprises want to grow further and expand wider, they need to adjust the management and operation of the company. a) On the basis of the technology which company P possesses, the company should seize the time capital strategy, translating the result of the technology into sales profit and market shares. b) Company P needs to determine market differentiation strategy, in order to strive for large construction projection in the foreign market and promote them. In the domestic market, it is necessary to eatablish group purchase and industrial clusters whitch is the center of the sales taking place in the LED demonstration city. c) Company P tries to increase the introduction of talents and introduce the independent and complete model of R&D to the LED product.
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