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虽然国内外在研宄LED光源器件技术营销领域有所差距,但是RF光电公司从
成立到发展为行业领头羊。尤其是在LED光源器件发展中在技术营销各种模式大
胆运用和创新,RF光电充分发挥4P和4C理论指导实践作用,对LED光源器件产业
指导。在各种技术营销模式如:阿米巴营销模式运用、公司制营销模式运用、经理
人负责制营销模式运用、事业部制营销模式运用敢于偿试,发现存在问题,找到解决
方法。总结经验:一方面对LED光源器件技术创新,提升产品性能、降低成本和
优化生产工艺。认真分析LED光源器件生产技术,整合产业分工合作。把下游芯片
研发和应用、中游芯片生产、上游外延片生产结合在一起,充分发挥优势。另一
方面LED光源封装器件技术不断进步,使芯片应用带动了各个领域快速发展,特
别是LED白光器件应用市场的迅猛发展,让LED产业在各种应用领域一直保持快
速增长
目前全球LED光源器件封装行业市场规模达到1640亿美元,RF光电公司净
利同比增长接近8%/年。中国LED光源器件生产企业在照明产品的应用规模也不
断扩大,2017年,包含进口光源封装器件及国外封装企业,在国内市场规模达到
680亿元,同比增长31.3%。这些成长大多借鉴RF光电公司技术营销模式
只有满足市场的需求,才能在市场站稳脚跟。但是RF光电光源器件在市场上
也有推进不利之处。最终找到适合自己的技术营销模式,在变化中变化,最先提出:订
制化技术营销模式,对订制化技术营销含义重新诠释,在LED光源器件销售中提出
了订制化技术营销的特点与优势,RF光电公司对订制化技术营销模式实施了保障机
in 颂士学位论文
MASTER&39;S THESIS
制;但是RF光电有限公司LED光源器件技术营销模式在构建方面也有许多要完
善的地方
因而LED光源器件订制化成了 LED光源器件行业发展的一个方向,订制化
不仅可以满足市场需求,企业还可以在此过程中提升企业的品牌优势,增强企业
竞争实力。而追求专门为自己订制的独具特色的产品,除了部份市场活跃度很高
的标准化产品,客户选购LED光源器件时更加注重其个性化,乐意选择订制化的
LED光源器件
大规模订制化生产或成LED器件封装企业的发展方向,LED光源器件行业本
身的技术门檻低,企业能够比较容易地进入传统的照明市场进行竞争。不过如果
谈到LED光源器件的订制化市场的细分市场,门槛可就不低了。订制化较大批量
生产的优势在于LED厂商可以根据客户的需求提供全方位的服务,其中包括依据
客户的各方面条件提出专业性的意见,此外还可以满足客户的个性化服务需求,
在外观设计以及芯片、封装技术、拼接技术等各个方面都可以实现订制化,为客
户量身订制满意的产品,满足客户追求独特的偏爱
关键词:技术光电光源封装器件技术营销订制化技术营销
IV 硕士学位论文
MASTER&39;S THESIS
Abstract
With the advent of the industrial 4.0, LED lighting packaging market are having a
new circle of growth. Multiple demands are arousing in the LED industry, homogeneous
products are no longer satisfying. With years of developing, more and more LED
manufacturers are facing the same obligations: standardized homogeneous products,
price war,decreasing profit margin and increasing market competitions makes seeking
innovation of new products became a priority to survive in the LED industry. Cater to
increasing varietal of customer demands, customizing personal products for customers
becomes a sally port to many LED manufacturers. Thus,doing research to LED lighting
packaging background and motivation becomes significant. Take RF electronic lighting
company as an example, they are researching on LED technical electronic lighting
marketing model. Looking forward, LED lighting packing industry will suffer from
excess capacity. Finding out new methods and ways to study by researching on
worldwide LED lighting technical marketing mode becomes significant. Therefore, the
LED lighting packaging manufacturers have to innovate new products through
customers9 angle to find out the real market demands to achieve a steady and well
developing in technical marketing theory.
From setting up LED lighting packaging industry until now RF electronic lighting
company always the leader in this industry, although there is a gap on study in LED
lighting packaging marketing mode between domestic and abroad.In the process of
developing of LED lighting packaging industry, RF took a long shot in using variety of
technical marketing mode and innovation, fully practice on 4P and 4C theory, which
plays a important role in the guidance of LED lighting packaging industry.Dare to try on
series of marketing strategy such as: amoebas marketing theory, corporations marketing
theory, Manager responsible for the use of marketing model, the Department of
marketing system model, observe arousing problem and find out solution丄earning from
RF experiences,on the one hand,LED industry have to focusing on LED lighting
packaging technical innovation, improving products performance and technology, as well
as reducing cost. Carefully analyze the LED lighting packaging production technology,
integrating industry cooperation with division of labor. Combining downstream chip
research&development and application, midstream chip production, with upstream
epitaxial wafer production, to bring out the advantages adequately.
On the other hand, with the progress in LED lighting packaging technology, the
application of the chips makes the industry grow fast and remaining the rapidly growth,
especially in LED white light packaging market.
v 硕士学位论文
MASTER’S THESIS
At present the global LED lighting packaging industry market is worth ￥164
billion, RF lighting electronic company has a net profit growth of nearly 8% per year.
Scale expansion of lighting products in China LED lighting packaging is increasing
continuously, in 2017, domestic market is reaching 68 billion yuan, with a growth of
31.3%, including import and abroad lighting packaging industries. Most of the growth
industries are learning from RF electronic lighting technical marketing theory.
Only if the industries meet the market demands, they will stand firm. However,
with all those advantages RF has,it still had its own disadvantage in LED lighting
packaging market. Which make RF went through series of progress, fond out feasible
technical marketing theory for itself, changing through changing, came up with
customized technical marketing theory,gave the customized technical marketing theory a
new meaning,came up with characteristic and advantage in the selling process of LED
lighting packaging, and RF lighting electronic company implemented the safeguard
mechanism of technical marketing theory. Besides, RF electronic lighting Co5. Ltd is not
perfect in structure LED lighting packaging technical marketing theory which need more
practise.
Apart from well selling standardized LED products, customers plays more attention
on the product specialization and more will to customize LED lighting packaging.
Therefore, customizing LED electronic lighting packaging becomes a trend in LED
electronic lighting packaging industry, customizing not only meet market demands but
also firms can developing their brand advantage,increasing firm competitive power.
Large scale of customizing production maybe the direction of LED lighting
packaging development, LED lighting packa
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