YL China Marketing Strategy Research Based On The PV Industry Overcapacity Situation

With the outbreak of the fifth energy crisis the human pay more and more attention to climate change. Solar energy industry also started the commercial road, and it develops quickly and inevitably. Since the 21st century, the photovoltaic industry as a part of the new energy industry, become one of the China’s seven major strategic emerging industries, and photovoltaic industry investment is quickly booming in the domestic. With developing of industry technology, the manufacture cost is falling which make more and more photovoltaic enterprises participating in the investment competition. While photovoltaic industry expanding rapidly, the problems such as redundant construction and overcapacity in the industry have become more obvious. The market is becoming more and more complex and fierce. The anti-dumping and anti-subsidy launched by European Union and US A make Chinese companies more difficult.In this paper YL(China) is the research object. With the basic theory and a large number of industry data, the marketing difficulties and over-capacity was comprehensively analyzed in the case of excess capacity. The PEST analysis method including the political, economic, social and technology is used to analyze the external environment. The SWOT analysis method is used to analyze the enterprise market marketing advantage, disadvantage, opportunities and challenges. The STP theory is used to analyze enterprise target market positioning and find problems. 6P marketing strategy such as product, price, promotion, place, policy and public relations is comprehensive optimized and adjusted, in order to help enterprises increasing profits and market share.There are six parts in this paper. The first part introduces research background and significance, the content of the research framework and ideas; The second part introduces the theoretical basis; The third part mainly analyzes the present situation of the photovoltaic industry and external environment; The fourth part introduces Yingli (China) development, analysis of enterprise target market positioning, and the problems in the marketing strategy; The fifth part puts forward 6P marketing strategy adjustment and guarantee mechanism. The sixth part is the full text of the summary.