A Company PV Module Chinese Marketing Research

The PV industry has become an important export industry in China. Take the amountof2011of30GW global installed for example: if50%of the module whose price is1.2USD/W has been produced by China, export volume will be18billion USD, notincluding wafers, cells, stents, inverter, etc. From the point of view of employment (1GWproduction need8000-10000employers), it solved120-150thousands employers’ work.According to energy planning, the cumulative installed capacity is not less than21GW bythe end of2015.The cumulative installed capacity has reached7GW by the end of2012,and the rest of the three-year the average amount of every year is not less than4.6GW.Learned from the Industry research, the cumulative installed capacity in2015even canreach50GW. The compound’s annual growth rate will reach nearly100%in the nextthree years. Due to the impact of foreign trade barriers in2013and2014, domestic policyis expected to continue to introduce a new policy in face of the troublesome of domesticPV Industry.Using A Company as a reference, the paper put forward the marketing strategy of theforeign-funded enterprises in China’s PV market. The background of A Company is amultinational one whose head office is located in Taiwan. The company invested and builta factory in Tianjin in2010.It is mainly engaged in the manufacture and sale of PVproducts. This paper expounded marketing pattern of A company, and used SWOT theoryto analyze the whole competitive environment. Through the strategic analysis of STP and4P product marketing strategy, the writer found the problems existed in the marketingstrategy of China and gave the suggestions for improvement of the marketing strategy ofA Company.