ANALYSIS ON THE INTERNATIONAL MARKETING STRATEGIES OF LED LIGHTING ENTERPRISES IN CHINA

Exhaustion of non-renewable resources has prompted continuous human effort to pursue breakthroughs in the field of energy saving. Light emitting diode (LED) lighting has become a major player at the energy-saving market. Many Chinese enterprises have invested heavily in R&D of lighting products. This research studies the market status of Chinese LED lighting enterprises so as to recommend specific international marketing strategies for these enterprises. Marketing theories of foreign and Chinese scholars, as well as the applications of these theories to the LED lighting industry, are summarized first. Thereafter, the development characteristics of Chinese LED lighting enterprises are analysed. These development characteristics are used as a basis to identify the bottlenecks of the LED lighting market of China. Lastly, the development prospects of China's LED lighting are discussed. Findings suggest that Chinese LED lighting enterprises are characterized by high intellectuals, high capital investments, high risks, and high intensity of competition. "Physical stores" are still major sales channels for Chinese LED lighting enterprises. However, excessive differentiation of products has hindered the formation of popular Chinese LED lighting brands. Accordingly, the sales terminals of lighting products lack diversity and lighting enterprises lack innovation; thus, these enterprises are generally engaged in cost competition. Problems with the four preceding aspects are major development bottlenecks of China's LED lighting market. In terms of China's LED lighting market development prospects, the overall market scale will continue to expand, industrial reforms will bring new business opportunities, and environmental policies of the government will fuel further development, residential consumption level, and structure upgrading. Given the development status and prospects of China's LED lighting industry, Chinese LED lighting enterprises can increase their overall competitiveness through international marketing strategies, including increasing government support for the LED lighting industry, providing opportunities to the leading role of China LED Lighting Industrial Association, and improving corporate core competitiveness. Findings of this study provide valuable references for the discussion of problems that face the international marketing of Chinese lighting enterprises, and for the formulation of feasible international marketing plans.