yc照明公司营销组合策略优化分析

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1、万方数据OPTn舡ZATIONRESEARCHONMARKTDNG?STRATEGYOFYCLIGHTINGCON田ANYABSTRACTThesurvivalofenterprisesneedtorelyonthemarket，butthemarketdevelopmentcannotdowithoutmarketing，andthecoreofamarketingisthemarketingmix．Marketingmixstrategyorganizetheinternaldivisione

2、ffectively,promotethecooperationamongdifferentdepartments，SOastoimprovetheoverallcompetitivenessofenterprises，reducethecostofthesurvivaloftheenterprise．Strengtheneffectivedevelopmentandimplementationofmarketingmixisalsoconducivetothemarketingfunction，

3、getunexpectedharvest，enhancestheenterpriseoveralllong-termmarketingbenefits．Atpresent,thelightingindustryisfacingacriticalperiodfromthetraditionallightingproductstotheLEDproducttransformation，thelightingenterprises，marketingmixstrategycorrectlyistheke

4、yoftheprocesswhichenterprisecailre-divisionofthemarketinthelightingindustrytovictoryinonestep．Inthispaper，WegetYClightingcompanyasanexample，withthemarketingmixtheoryaSthebasis，basedonthespotinvestigation，analysisofmarketingmixstrategyofthecompany'sexi

5、sting，combiningYClightingcompanysituation，identifyexistingproblems，andful'thertheexistingbelongstoYClightingcompany'smarketingmixstrategyoptimization．Thispaperisdividedintofivechapters：thefirstchapteristhegeneralintroductiontotheresearchbackground，sig

6、nificance，innovationandresearchmethods；thesecondchapteristhetheorysummaryofthemarketingstrategy,introducesthebasicconceptandtheinfluencefactorsofmarketingmixstrategy,thedevelopmentofmarketingcombinatorialtheoriesespeciallytheclassicaltheory4Psmarketin

7、gcombinedaresummarized，alloftheseprovideatheoreticalbasisforthestudyofthispaper．ThethirdchapterofthearticleintroducesYClightingcompany，describesthemarketingIII万方数据combinationstrategyofYClightingcompanyexisting．HaveaSWOTanalysisforYClightingcompany'sst

8、rengths，weaknesses，opportunitiesandthreats，thenfindouttheexistingmarketingstrategyofYClightingcompanyproblems．ThefourthchapterbasedonthepreviouschapterdiscussedthatYClightingcompany'soriginal4Psbasedmarketingstrategyforoptimizationofmarketingm