专业学位硕士学位论文
L 公司LED 显示屏产品亚太市场营销策略研究
The Study on Asia Pacific Marketing Strategy of L Company LED
Display Product
作 者 姓 名： 辛艳姣
学科、 专业： 工商管理
学 号： 41911555
指 导 教 师： 郭艳红
完 成 日 期： 2022 年 5 月 30 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘 要
随着经济的发展和社会的进步，全球消费市场对 LED 显示屏的需求日益增长。欧
美市场经过多年的开发和角逐，供需关系已趋于稳定，营销网络布局也基本定型。亚太
市场的开发起步相对较晚，近几年的增长潜力日益凸显，成为众商家必争之地。L公司
作为行业领军企业，想要在亚太市场获得先机，抢占更多市场份额，提高企业利润，则
需要根据亚太市场具体行情，深入调整营销策略，找到一条适合亚太市场的发展之路。
L 公司成立于1995 年，总部位于北京。是一家集研发，生产，销售与服务为一体
的 LED 显示屏企业。由于现有产品种类和产品定价与市场需求不能精准吻合，品牌宣
传、市场营销和渠道构建也不够完善，导致 L 公司目前在亚太市场的销售业绩和利润获
得不能达到预期。本文将以 L 公司所处的LED 显示屏行业为研究背景，深入了解 L 公
司在亚太市场的营销状况和问题呈现，并基于 STP、4P 等经典营销理论的指导，为 L
公司与客户建立长期可持续发展的合作关系，以及培养客户的品牌忠诚度而提供助力。
希望由此提升 L 公司在亚太市场的销售业绩和市场占有率，从而创造更大的利润空间。
本文利用PEST 工具，分析了亚太市场的社会、经济、文化、技术发展等宏观背景，以
及 LED 显示屏行业目前所处的现状和未来可能的发展趋势。然后运用文献研究法，实
地调研法，以及专家访谈法，从企业组织架构、模组分销渠道、产品定价策略和区域市
场划分等角度，分析了 L 公司的内部环境，并找出了L 公司营销问题存在的主要原因是：
产品种类无法满足市场需求、产品定价高于市场购买力、销售渠道单一、品牌宣传和推
广不够完善。 紧接着，进行 SWOT 分析，研究了L 公司所面临的优势和劣势，机遇和
挑战。然后，基于 STP 理论，进行细分市场研究，就如何选择目标市场，明确产品定位，
制定合适的营销目标并完善现有的营销策略体系进行了深入探讨。并通过合理应用产品
策略、定价策略、渠道策略和促销策略，为 L 公司量身打造一套具体有效的营销体系解
决方案。最后，本文从制度、技术、财务和人员等各角度出发，结合企业内部管理和运
营实况，针对如何实施与保障这些策略，进行了研究和总结。
通过这一系列的研究，希望可以帮助L 公司着重分析其 LED 显示屏业务在亚太市
场的营销策略，完善内部管理，激发销售员的积极性，在公司战略指导下，提升销售业
绩，提高市场占有率，旨在促进该企业销售业绩及经济效益改善。
关键词：LED 显示屏；亚太市场；营销策略；4P 理论；STP 理论
- I -L 公司 LED 显示屏产品亚太市场营销策略研究
The Study on Asia Pacific Marketing Strategy of L Company LED Display
Product
Abstract
With the development of economy and social progress, the demand for LED display
screen in the global consumer market is increasing day by day. After years of development and
competition in European and American markets, the relationship between supply and demand
has become stable, and the layout of marketing network has been basically finalized. The
development of the Asia Pacific market started relatively late, and its growth potential has
become increasingly prominent in recent years, becoming a place for businesses. As a leading
enterprise in the industry, if L company wants to take the lead role in the Asia Pacific market,
seize more market share and improve enterprise profits, it needs to deeply adjust its marketing
strategy according to the specific situation of the Asia Pacific market and find a development
road suitable for the Asia Pacific market.
Founded in 2008, L company is a LED display company integrating R & D, production,
sales and service. As the existing product categories and product pricing fail to accurately
match the market demand, and the brand publicity, marketing and channel construction are not
so perfect, the current sales performance and profits of L company in the Asia Pacific market
fail to meet the expectations. This dissertation will take the LED display industry where L
company is located as the research background, deeply understand the marketing situation and
problem presentation of L company in the Asia Pacific market, and provide assistance for L
company to establish long-term sustainable cooperative relationship with customers and
cultivate customers; brand loyalty based on the guidance of classic marketing theories such as
STP and 4P. It is hoped that this will improve the sales performance and market share of L
company in the Asia Pacific market, so as to create greater profit space. By using PEST tool,
this dissertation analyzes the macro background of the social, economic, cultural and
technological development of the Asia Pacific market, as well as the current situation and
possible future development trend of the LED display industry. Then, with literature research,
field research and expert interview, this dissertation analyzes the internal environment of L
company from the perspectives of enterprise organizational structure, module distribution
channel, product pricing strategy and regional market division, and finds out the main reasons
for the marketing problems of L Company: the product types fail to meet the market demand,
the product pricing is higher than the market purchasing power The sales channel is single, and
the brand publicity and promotion are not perfect. Then, SWOT analysis is carried out to study
- II - 大连理工大学专业学位硕士学位论文
the advantages and disadvantages, opportunities and challenges faced by L company. Then,
based on STP theory, this dissertation studies the market segmentation, and makes an in-depth
discussion on how to select the target market, clarify the product positioning, formulate
appropriate marketing objectives and improve the existing marketing strategy system. Through
the rational application of product strategy, pricing strategy, channel strategy and promotion
strategy, a set of specific and effective marketing system solutions are tailored for L company.
Finally, this dissertation studies and summarizes how to implement and ensure these strategies
from the perspectives of system, technology, finance and personnel, combined with the actual
situation of enterprise internal management and operation.
Through this series of research, I hope to help L company focus on analyzing the
marketing strategy of its LED display business in the Asia Pacific market, improve internal
management, stimulate the enthusiasm of salespeople, and improve sales performance and
market share under the guidance of the company;s strategy, so as to promote the improvement
of sales performance and economic benefits of the enterprise.
Key Words：LED Display; Asia Pacific Market; Market Strategy; 4P Theory; STP Theory
- III - L 公司 LED 显示屏产品亚太市场营销策略研究
目录
摘 要....................I
Abstract .................... II
1 绪论..................... 1
1.1 研究背景与意义.................. 1
1.1.1 研究背景............ 1
1.1.2 研究意义............ 2
1.2 研究内容................ 2
1.3 研究方法................ 3
2 相关理论.................... 5
2.1 国际市场营销概念.............. 5
2.2 4P 营销理论.................. 6
2.3 SWOT 理论................... 8
2.4 STP 理论.............. 10
3 L公司 LED 显示屏产品外部环境分析........... 12
3.1 PEST 分析................... 12
3.1.1 政治环境分析................ 12
3.1.2 经济环境分析................ 13
3.1.3 社会环境分析................ 14
3.1.4 技术环境分析................ 15
3.2 LED 显示屏行业发展情况 ............. 16
3.3 亚太市场 LED 显示屏需求分析 ........... 17
3.4 竞争环境分析............. 18
3.4.1 高端市场竞争环境分析.............. 18
3.4.2 中端市场竞争环境分析.............. 19
3.4.3 低端市场竞争环境分析.............. 19
4 L公司 LED 显示屏产品内部环境分析........... 21
4.1 公司简介.............. 21
4.2 资源分析.............. 21
4.2.1 人力资源分析.............