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type="text/css"></style> <div id="ct" class="ct2 wp cl"> <div class="mn"> <div class="bm_haa cl"> <div class="bm_h cl"> <a href="http://www.oecr.com/portal.php?mod=rss&catid=58" class="y xi2 rss" target="_blank" title="RSS">订阅</a><h1 class="xs2">文章</h1> </div></div> <div class="kjkjb"> <div class="bm vw" style="margin-bottom:0;"> <div class="h hm"> <div class="zxtoux"><img src="http://www.oecr.com/uc_server/avatar.php?uid=10207&size=small" /></div> <h1 class="ph">中国照明行业的创新之路将被再次照亮 </h1> <p class="xg1"> 时间：2009-4-21 11:25<a class="zz" href="home.php?mod=space&uid=10207">作者：乏味</a> 阅读<em id="_viewnum">(1344)</em> 评论: 0</p> <div class="zxfb" ><a href="http://www.oecr.com/portal.php?mod=rss&catid=58" class="y xi2 rss" target="_blank" title="RSS">订阅</a></div> </div> <!--[diy=diysummarytop]--><div id="diysummarytop" class="area"></div><!--[/diy]--> <div class="s"> <div class="ss"><div><span>导读： </span>随着不久前照明电器国家标准和行业标准的出台，照明行业的游戏规则已经被重新制定，在2008年新一轮的更加严格的行业洗牌过程中，行业格局和竞争特点将会逐步走向规范和有序。</div> </div> <!--[diy=diysummarybottom]--><div id="diysummarybottom" class="area"></div><!--[/diy]--> <div class="d"> <!--[diy=diycontenttop]--><div id="diycontenttop" class="area"></div><!--[/diy]--> <table cellpadding="0" cellspacing="0" class="vwtb"><tr><td id="article_content"><P>日前，记者从国内知名品牌欧普<a href="http://light.oecr.com" target="_blank" class="relatedlink">照明</a>获悉：随着不久前照明电器国家标准和行业标准的出台，照明行业的游戏规则已经被重新制定，在2008年新一轮的更加严格的行业洗牌过程中，行业格局和竞争特点将会逐步走向规范和有序。 </P> <P>据了解，在刚刚过去的2007年，照明行业国内外知名品牌各显神通：飞利浦6亿元在仪征设立新厂，并增资浙江阳光；欧司朗拟在佛山建新厂及在中国成立一家新合资公司……在不断扩大产能的同时，在激烈的市场竞争中成熟起来的各大品牌也更多地利用起资源整合、渠道渗透来推动品牌的提升。种种迹象表明，照明行业的渠道之争，正在朝着当年家电行业的发展模式进行下去。目前渠道做得很好的，国内知名品牌如欧普照明、雷士照明等，网络渗透性的进一步加强成为这些品牌与国际品牌奋起竞争的一致选择。2007年，无论是在传统的分销渠道、工程渠道、超市渠道，还是在商业替换、品牌连锁等多种渠道上，这些品牌都取得了不错的成绩。其中，欧普照明以缩短渠道距离，扩大销售网络的方式在众多品牌中脱颖而出，成为佼佼者。在拥有强大市场掌控能力的前提下，将服务站铺设进了居民小区的欧普照明告诉我们，差异化的营销创新始终是<a href="http://b.oecr.com/company" target="_blank" class="relatedlink">企业</a>品牌提升和收获利润的不二利器。 </P> <P>2007年，在巩固原有的工程开拓、网络批发、灯具城、大卖场、物流等市场与网络渠道的基础上，欧普进一步加大了责权下沉到市场终端的力度，尽可能地用最短的时间争夺到有效的资源为自己所用，筑起品牌夯实的基础。销售渠道的“短、平、快”，使得欧普对整个市场具有非常强的可控能力及协同能力。在具体开拓上，欧普加强了覆盖新楼盘、五金店、居民小区的渠道深挖。积极响应国家的“节能减排”政策，与新楼盘的合作，旨在源头普及节能灯；商超、五金店的渠道渗透，既能满足消费者一次性购买的不同需求，又让“节能减排”与老百姓亲密接触；特别在居民小区设立<a href="http://club.oecr.com" target="_blank" class="relatedlink">社区</a>服务站，提高消费者购买商品的便利性，也进一步提升了如灯具运输、安装、清洗、维修等完善的售后服务水平，体现着欧普照明在网络下沉中的良苦用心。截至2007年底，欧普的销售网点达近1万余家，销售终端的形式更是多种：专卖店、商超、五金店、新楼盘、小区服务站等，实现了全面覆盖和渗透。毫无疑问，这种渠道的“蓝海战略”为欧普在未来的渠道竞争确立了优势。 </P> <P>“只有把品牌铭刻在人们的心中，才能真正把握市场。”在2007年的营销创新上，欧普人还寻求了品牌文化的突破，为<a href="http://b.oecr.com/sell" target="_blank" class="relatedlink">产品</a>注入了强大的生命力：在2007年，将企业的责任扩大到关注弱势群体，捐款帮助贫困白内障患者实施手术和帮助脑瘫儿童恢复健康。与此同时，欧普还积极开展“全面节能”推广活动，倡导照明节能行动。</P></td></tr></table> <!--[diy=diycontentbottom]--><div id="diycontentbottom" class="area"></div><!--[/diy]--> <script src="data/cache/home.js?eOg" type="text/javascript"></script> <div id="click_div"><table cellpadding="0" cellspacing="0" class="atd"> <tr><td> 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