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李真认äؓåQŒå›½å†…企业做品牌åQŒé™¤äº†éœ€è¦äº†è§£å“ç‰Œå¦‚何操作——“术”的层面外,更要把握行业发展­‘‹åŠ¿â€”—“道”。未来的竞争åQŒæ˜¯æŠŠæ¡­‘‹åŠ¿è€ŒéžæŠ“住æœÞZ¼šçš„竞争。欧æ™?nbsp;、雷å£?nbsp;、三雄Âähžå…‰è¿™äº›è¡Œä¸šçŸ¥åå“ç‰Œæ— ä¸æ˜¯æå‰é¢„见òq¶æˆåŠŸæŠŠæ¡ä½äº†è¡Œä¸šçš„发展­‘‹åŠ¿ã€?<BR><BR>  未来的照明企业要惛_œ¨å“ç‰Œå’Œå¸‚åœÞZ¸Šæœ‰æ‰€ä½œäؓåQŒéœ€è¦æ³¨æ„ä¸‰ä¸ªè¡Œä¸šå‘展趋势: <BR><BR><STRONG>­‘‹åŠ¿ä¸€åQšæ؜媒传æ’?/STRONG>  <BR><BR>  很多照明企业非常困惑åQŒäؓ什么代­a€äºø™¯·äº†ï¼Œå¤®è§†òq¿å‘Šæ‰“了åQŒä½†å¸‚场效果却一èˆ?˜q™æ˜¯å› äؓ他们没有把握住传播环境的动态特征ã€?nbsp; <BR><BR>  自互联网的诞生以来整个媒体环境已发生了翻天覆地的变化åQŒä¼ æ’­å·²¾lè¿›å…¥æ؜媒时代。在混媒时代åQŒå•ä¸€çš„、单向的、灌输式的传播åŞ式已¾lè½ä¼ï¼Œå–而代之的是双向的沟通传播。如何利用互联网的传播ä­hå€û|¼Œé…åˆä¼ ç»Ÿåª’体˜q›è¡Œç«‹ä½“营销åQŒå°†æˆäؓ企业品牌营销的重要功课。可喜地是,已经有一些照明企业开始意识到了互联网的重要ä­h倹{€‚雷士照明走在了照明营销的前æ²Ñ€?010òq´åˆé›·å£«ç…§æ˜Žå§”托DM¾|‘络整合营销机构开始进行网¾lœæŽ¨òq¿æœåŠ¡ï¼Œå¸‚场反应极好。仅SEO优化+关键词营销服务˜q™ä¸€™å¹ï¼Œå¼ºæœ‰åŠ›åœ°å é¢†äº†ç½‘民进入互联网入口。之前,各门店销售基本上æ˜?0ä¸?æœ?æ·¡å­£);10-30ä¸?æœ?旺季)åQŒç½‘¾lœé”€å”®æ ¹æœ¬æ²¡æœ‰è¥ä¸šé¢ã€‚推òq¿ä¹‹åŽï¼Œåªæ˜¯¾|‘络销销营业é¢?月䆾ž®±å¢žåŠ äº†7.5万,差不多占åˆîCº†ä¼ ç»Ÿé—¨åº—销售额的三分之äº?nbsp;åQ?月䆾中旬只是¾|‘络销销营业额就已达5万ã€?nbsp; <BR><BR>  随着传统媒体åQŒå¦‚电视、报¾U¸å’Œæˆ·å¤–½{‰åª’体广告费用的成倍增加,òq¿å‘Šæ•ˆæžœçš„逐步减弱åQŒæ؜媒时代的¾|‘络传播ž®†æˆä¸ºé‚£äº›èµ„源有限的中小照明企业å¯ÀL±‚品牌½Hå›´çš„传播之道ã€?nbsp; <BR><BR>  日本著名½Ž¡ç†å¤§å¸ˆå¤§å‰ç ”一è¯ß_¼ŒæŠŠæ¡­‘‹åŠ¿æ¯”抓住机会重要。照明行业是一个前景广阔的行业åQŒåœ¨çŽ°æœ‰çš?0000多家企业中,谁最先发现åƈ把握住行业发展的动态趋势,那么谁有可能改写行业的竞争规则,推动行业的洗牌和升çñ”ã€?nbsp; <BR><BR><STRONG>­‘‹åŠ¿äºŒï¼šæ¶ˆè´¹å‡çñ”</STRONG> <BR><BR>  消费升çñ”包括两个斚w¢åQšä¸€æ˜¯æ”¿åºœåŠ›é‡çš„外部推动;二是消费需求的内部拉动ã€?<BR><BR>  照明行业属于高能耗行业,对资源的消耗和‹¹ªè´¹æžå¤§ã€‚è¿‘òq´æ¥åQŒæ”¿åºœå¼€å§‹åŠ å¼ºå¼•å¯¼å’Œæ‰¶æ¤ç…§æ˜Žä¼ä¸šå®žè¡Œäº§ä¸šå‡çñ”ã€?010国家ž®†å†‹Æ¡è¡¥è´´æŽ¨òq?.5亿只高效照明产品鹉K¼Žè®ŽÍ¼Œ˜q™å—巨大的蛋¾p•å°†ç”?5家优¿U€ç…§æ˜Žä¼ä¸šç“œåˆ†ã€‚这是国家连¾l­ç¬¬ä¸‰å¹´å¯šw«˜æ•ˆç…§æ˜Žäñ”品进行补è´ß_¼Œä»Žè¡¥è´´è§„模与中标企业数量上,都创下了又一个新高ã€?<BR><BR>  除了寚w«˜æ•ˆç…§æ˜Žäñ”品的补脓推广åQŒä¼´éšç€â€œååŸŽä¸‡ç›â€ç­‰™å¹ç›®åQŒå›½å®¶åŒæ—¶å¯¹LED ç…§æ˜Žäº§å“çš„应用大力扶持。城市美化、道路照明等市政、基建工½E‹ï¼Œçƒ­è¡·äºŽä‹É用LED照明产品åQŒç›´æŽ¥å…»‹zÖMº†ä¸€å¤§æ‰¹LED照明厂商。政½{–对照明产业传达出的信号再明显不˜q‡ï¼Œ¾l¿è‰²é«˜æ•ˆž®†æˆä¸ø™¡Œä¸šæœªæ¥å‘展的必然方向ã€?<BR><BR>  LED æ­£åœ¨æ”¹å˜ç€ä¸­å›½ç…§æ˜Ž è¡Œä¸šçš„面貌。除了专业厂商的增多外,传统照明企业¾UïLº·æŽ¨å‡ºLED照明产品。更有甚者,ž®†ä¼ ¾lŸç…§æ˜Žäñ”品纷¾U¯‚{化äؓLED产品。“现在不做就落后了,落后了就要挨打。”传¾lŸç…§æ˜Žä¼ä¸šå‘å‡ø™¿™æ ïLš„感叹ã€?<BR><BR>  随着消费者生‹zÀL°´òq³çš„提高åQŒæ¶ˆè´¹è€…对照明产品的需求由˜q‡åŽ»å•ä¸€çš„照明需求向时尚、品位、情调、智能、环保和档次上升¾U§ã€‚企业要æƒÏx‘†è„±åŒè´¨åŒ–çš„äñ”品竞争,必须加强å¯ÒŽ¶ˆè´¹è€…需求的‹zžå¯Ÿä¸Žç ”½I¶ã€‚满­‘Ïx¶ˆè´¹è€…需求是低层地的营销åQŒåˆ›é€ æ¶ˆè´¹è€…需求才是高水åã^的营销ã€?<BR><BR>  对于照明企业而言åQŒè€é¢†å¯?政府)的支持决定了企业的社会资æº?老百å§?消费è€?的支持决定了企业的市场地位。因此,如何抓住国家对照明äñ”品环保和节能的需求以及消费者追求时ž®šã€å“ä½å’Œä¸ªæ€§åŒ–的需求,让“二老”满意,ž®†å†³å®šç€ç…§æ˜Žä¼ä¸šå‘展的速度和规模ã€?<BR><BR>  消费升çñ”ž®†å·¦å³ç€ç…§æ˜Žè¡Œä¸šæœªæ¥çš„发展格局。欧æ™?nbsp;、雷å£?nbsp;、s½{‰å›½äº§é¢†å¯¼å“ç‰Œå¦‚果抓住了˜q™ä¸€æœºé‡åQŒå°†æœ‰å¯èƒ½ç™»å ‚入室,与飞利æàã€æ¬§å¸æœ—å†Ïxˆ˜é«˜ç«¯å¸‚场ã€?<BR><BR><STRONG>­‘‹åŠ¿ä¸‰ï¼šå¸‚场下沉</STRONG> <BR><BR>  中国市场是由城镇人口和农村äh口组成的二元金字塔结构。一直以来,占äh口æ€ÀL•°20%的城镇äh口占据消费的ä¸ÕdŠ›åœîC½ã€‚在照明市场åQŒå¤„于金字塔塔尖的富裕阶层基本上被飞利æàã€æ¬§å¸æœ—å’ŒGE½{‰å¤–资品牌统æ²?金字塔的中部¿U¯èšç€å›½äñ”的一¾U¿å“ç‰Œï¼Œå¦‚雷士、欧普、三雄Âähžå…‰ã€é˜³å…‰ã€æœ—能等品牌;而金字塔的底部却充斥着低档、廉仗÷€åŠ£è´¨çš„产品åQŒå‡ ä¹Žæ²¡æœ‰å“ç‰Œå¯­a€ã€?<BR><BR>  随着农村人口的城市化以及国家对农村消费市场的支持åQŒä»¥å†œæ‘ä¸ÞZ¸»çš„二三çñ”市场的购买力逐步释放出来。农民也有了品牌需求。随着农村购买力的提升åQŒè¶Šæ¥è¶Šå¤šçš„二三¾U§å¸‚场的消费者对照明产品ç”Þp¿‡åŽÈš„“ä­hæ ég¾¿å®œã€èƒ½ç”¨å°±è¡Œâ€è{ä¸ø™¿½æ±‚品牌和品质。二三çñ”市场人口基数大、需求量大、竞争相对较弱,˜q™å¯¹äºŽä¸€äº›æ–°å…´å“ç‰Œæˆ–努力˜q›å…¥ä¸€¾U¿å¸‚åœø™€Œä¸å¾—法的照明企业,无疑是一个千载难逢的æœÞZ¼šã€?<BR><BR>  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