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伴随着我国经济不断上升发展，我国近年来的“一带一路”倡议也为全球经济的发展作出做出斐然贡献，我国的国际地位不断上升，随着而来的是许多发达国家把中国作为经济合作伙伴寻求发展。近些年，许多欧美灯具品牌不断探索中国市场。由于前几年的新冠疫情，国际贸易的发展受到巨大冲击，洹沐公司在此背景下迎难而上并接受意大利灯具的代理邀约，为该品牌拓展中国市场做出努力，本文以洹沐公司灯具在中国市场的营销策略为例，研究探讨其在中国市场营销和推广过程中的具体营销发展现状并对于发展过程中存在的问题进行分析，通过分析后提出了行之有效的优化建议和改进策略，以期能够帮助洹沐公司在中国市场的推广中能够不断提升公司品牌的风险管控能力。

本文首先基于我国灯具行业的环境背景的全面梳理，深入探讨市场营销的内涵与外延以及相关理论，为全文的研究的展开提供了丰厚的理论依据。以洹沐公司作为研究对象，采用案例研究法，对其公司灯具在中国市场推广过程中的整体营销现状及营销过程中的实际情况展开了深入调查，为了加深洹沐公司进入中国市场后能够迎合所面临的内外部市场环境，本文从宏观和微观两方面进行分析，并对该公司灯具在中国市场的营销策略分别从价格、产品、促销、人员、渠道以及有形展示等七个方面进行了优化。并结合实际从完善组织管理体系、加强组织文化建设以及加强资金支持力度等方面提出了保障措施以确保营销策略的顺利实施。期望通过本文的研究能够为洹沐公司灯具的进一步发展提供有效的措施，并为同类型公司的营销策略研究提供借鉴。

关键词：照明行业 灯具企业 营销策略

Abstract

With the continuous economic development in China, the "Belt and Road" initiative in recent years has made remarkable contributions to the global economy. China's international standing has been rising, leading many developed countries to seek economic cooperation with China. In recent years, many European and American lighting brands have been exploring the Chinese market. Despite the significant impact of the COVID-19 pandemic on international trade development in the past few years, Huamu Company has stepped up and accepted the invitation to act as the agent for an Italian lighting brand, making efforts to expand the Chinese market for the brand. This article takes the marketing strategy of Huamu Company's lighting products in the Chinese market as an example, and explores the specific marketing development status and analyzes the problems encountered in the process of marketing and promotion in the Chinese market. Based on the analysis, effective optimization suggestions and improvement strategies are proposed to help Huamu Company continuously enhance its risk management capability in brand promotion in the Chinese market.

The study first comprehensively reviews the environmental background of the lighting industry in China, and deeply explores the connotation, extension, and related theories of marketing, providing a rich theoretical basis for the research. Taking Huamu Company as the research object, the case study method is used to conduct in-depth investigations on the overall marketing status and actual situations in the process of promoting its lighting products in the Chinese market. In order to better adapt to the internal and external market environment faced by Huamu Company in entering the Chinese market, this article conducts analysis from macroscopic and microscopic perspectives, and optimizes the company's marketing strategy in the Chinese market in terms of price, product, promotion, personnel, channels, and tangible displays. Moreover, practical measures are proposed to ensure the smooth implementation of the marketing strategy, including improving the organizational management system, strengthening organizational culture construction, and enhancing financial support. It is expected that this research will provide effective measures for the further development of Huamu Company's lighting products and serve as a reference for similar companies in marketing strategy research.

Keywords：Lighting industry; Lighting fixture company; Marketing Strategy.