OSRAM Opto Semiconductors China Marketing Strategy
|School||Shanghai Jiaotong University|
|Keywords||Osram LED General lighting market Marketing Strategy|
With the deepening of reform and opening up and to establish the status of China's world factory, China has become the world's largest producer and exporter of lighting appliances. The rapid development of LED technology, as well as the lighting industry in China energy-saving, environmental protection, the overall trend, we have reason to believe that the Chinese semiconductor general lighting market will become a huge potential and become the most important market of the future LED applications. Osram company rate belongs to Germany's Siemens Group, since twenty years ago to enter the Chinese, a solid business, good brand awareness and sales system in the field of traditional bulb light source to establish the status Philips Triwizard. , Because there is a huge difference with conventional light sources market demand and competitive situation in the new field of semiconductor lighting, Osram Opto Semiconductors need to adjust marketing strategy to respond to the opportunities and challenges of the new market. Huge potential market, China's good policy and economic environment, the advantage of the characteristics of the competitive situation leading technology elements and LED OSRAM opportunities. The same time, the uncertainty of the new market, the Chinese market is not standardized, low level of quality and the the local enterprises protective policy of the government, but also no small challenge for Osram to enter this new market. In general, the more opportunities than threats, Osram should be firm to enter the market. Osram itself in products and technologies, marketing channels, the company's funds and the scale has the obvious advantage of comparison with the strong industry competitor Nichia, Lumileds and CREE, there are also slow development of LED luminous efficiency, product categories are too broad, cost higher, the disadvantage of poor market adaptability. OSRAM must be able to combine their strengths, weaknesses, and find their own competitive strategy. Through market segmentation and target market of China's semiconductor lighting market, OSRAM will need to concentrate resources in the product market and technology preferences, and abandoning price preferences markets. Positioning of the client should be able to supply high-performance products and total solutions partner. To this end, will be coordinated with a series of marketing mix strategies to match the current marketing goals. In order to ensure the implementation of the marketing strategy, OSRAM organizational structure, human resources, H and funding arrangements should establish a sound mechanism and systematically implemented.