The era of the LED to the new brand enterprise development of hidden channels seems to provide a new opportunity, however, due to the small and medium-sized enterprise LED brand awareness is weak, it is difficult to choose a view into the designer; plus LED small and medium-sized enterprises often do not have enough funds to large-scale open up implicit channel market, it is difficult to understand or application designer the products of these enterprises, coupled with the distribution of many resources, subject design side, the construction side, the purchaser of implicit channel for the deficiency of the rapid development of the LED product knowledge, in the selection of products when possible to choose the most expensive, the most famous products, which makes LED small and medium-sized enterprises in exploiting implicit channel is more difficult.
In general, the first premise designer links enterprise do public relations work just battle hidden channels, analysis of implicit channel purchase decision factors of enterprise LED lighting, product brand, quality, price, service, customer service, the credibility of the enterprise solutions, business model, sales promotion policy, after sale service response speed and so on have become an important factor affecting the covert channel purchasing behavior. Among them, the enterprise provides the products can meet the designer's requirements and even become the key for the LED covert channels, at present the designers requirements on lighting technology has more than remain in the product itself, but want to own unique artistic conception through technology into reality. That is to say, the hidden channel not only external test business PR and obtain the ability of the information, and the internal management, test enterprise continuous innovation, problem solving, service strain of soft power index.
Its characteristics, covert channel itself is like a huge network of relations, the interests of cross node, difficult to comb the relationship. Develop the implicit channel unlike retail, large customer channel construction will soon see the benefits, it is very difficult to get instant results bring benefits, profits are more difficult to statistics. Therefore, not all businesses have to fit into the hidden channel. At present, the hidden project channel field except Philips, NVC, Mitsuo aurora and other traditional lighting protector, many new Jin LED lighting enterprises such as the ground the photoelectric, Hongli photoelectric, nationstar optoelectronics, BDO, wood Linsen share, Shi Fute has "conscious" build a hidden channel business model, and through the implicit channel active access to project information information.
Special hidden channels on the enterprise put forward a series of requirements. First of all, enterprises to enter the covert channel must have a brand as the support, there is no brand influence, the enterprise strength is not enough, is not of concern, but also is difficult to covert channels emerged in. Secondly, the product positioning of enterprises decide can choose the type of channel, the only commercial lighting, engineering lighting and Hua durng products is suitable for covert channel sales. Again, the public relations ability, information channel, the sales network of enterprises must be sufficiently developed, only by the clerk to exploit market power is not enough.
In the future the hidden channel area, product differentiation, individuality and creativity still highlight the importance of soft power, and sustainable innovation ability of enterprise brand will become an important and indispensable condition to win market. From the development of industries, relationship between manufacturers and designers are partners, charge transition by rebate system to charge designer shopping service system will probably become a direction.