| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 102 === Lighting is an indispensable part of modern life. Because of the recent progress in lighting efficiency in LED, CCFL, etc., nowadays, many a government proposed a lighting policy to discard traditional light bulbs with modern ones. In this study, we implemented qualitative research method by executing secondary data analysis and conducting interviews with three CEOs in the lighting industry to study the marketing strategy of CCFL lighting in Chinese Guangdong. A case study is also performed on a Taiwanese company with SWOT analysis and the 4P of marketing strategy. The SWOT analysis shows that among the factors of quality, price, responsiveness, corporate image and human networks, the case company is only good at quality and corporate image but requires major improvement on price and responsiveness. From the 4P analysis, it demonstrated that only when marketing positioning of the case company is clear can price and sales channels be determined with associated advertisement and sale activities that follow. Compared to LED, CCFL has comparable energy efficiency rate but higher color rendering (Ra) by illuminating sun-like lighting to protect eyes. Thus CCFL is more suitable for use in schools and offices than LED. However, because LED obtains much attention from the press and the government, most consumers are not aware that LED is not suitable for use in schools or offices where eyes reading are substantial. Hence, in order to obtain a certain market share in Chinese Guangdong, promoting CCFL understanding and benefits to consumers is imperative for later on marketing strategy to be carried on.
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