飞利浦照明产品市场营销战略分析

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1、东北托学硕士学位论文AbstractResearchofPhilipsLightingMarketingStrategiesAbstractAssocietydevelops，ourcountry’Slightingindustryhasmadegreatadvances．Thenumberofspecialmanufacturesoflightinghasrisensharply，thedemandoflightingproductshasgrowncontinuously，thekindsoflightingproductshavebecomeric

2、herandricher，andamarketpatternofgoodcirculationhasbasicallyformedathome．Atthesametime，intheChinesemarketoflighting，someforeignfamousenterprisesplayanimportantpart．Theyarenotonlytherepresentationofadvancedtechnology，butalsooccupythebiggermarketshareinthedomesticmarket，whichfurther

3、sharpenthemarketcompetitionofdomesticlightingproducts．Inthemoreandmorefiercemarketcompetition，whilethelightingmanufacturesarehavingdevelopmentalopportunities，theyarefacingthechallengesofexistenceanddevelopmentwhichcompetitionhasbroughtabout．So，whilethelightingmanufacturersarestre

4、ngtheningtheresearchofbasictechnology，improvingtheproductquality，fosteringandstrengtheningthekeycompetitionability，theymustgraspandusescientificmarketanalysismethodandmarketstrategy．Thisarticlemainlydiscusseshowoneofthebiggerlightingmanufacturersinourcountry——PhilipsLightingorien

5、tsitselftomodernmarketpattern，chooseandestablishmarketingthought，drawupconcretemarketingstrategy，andcarryoutandcontrolthem．Firstofa11，thisarticleanalysestheexternalenvironment，andinternalconditionsofthecompanyindetail．ThenthearticleexpoundshowPhilipsLightingusesandcarriesoutitsma

6、rketingthoughtfrommarketsubdivisionstrategy，marketchannelstrategy，productstrategyanddealerstrategy．Finally，thearticleexpatiatesonhowPhilipsLightingcarriesoutandcontrolsitsmarketingstrategyfromprofitabilitycontrol，annualplancontrolandstrategycontrol，etc，KeyWords：Philips；LightingPr

7、oducts；MarketingStrategy．III．独创性声明本人声明所呈交的学位论文是在导师的指导下完成的。论文中取得的研究成果除加以标注和致谢的地方外，不包含其他人已经发表或撰写过的研究成果，也不包括本人为获得其他学位而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均己在论文中作了明确的说明并表示谢意。学位论文作者签名：7c‘&日期：一手。，7j、§学位论文版权使用授权书本学位论文作者和指导教师完全了解东北大学有关保留、使用学位论文的规定：即学校有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人同意东北大学

8、可以将学位论文的全部或部分内容编入有关数据库进行检索、交流。意。学位论文作者签名