The Marketing Strategy Research Of Clenergy European Market Development

In recent years,global warming and climate change arising from greenhouse gas emissions have attracted serious concerns from all over the world,human being has reached agreement on reducing greenhouse gas emissions.Since the United Nations Framework Conventions on Climate Change was signed by over 150 countries and European Economic Community in 1994 many countries have made renewable energy scheme and released polices in favor of renewable energy development so as to control the greenhouse gas concentration at a safe and stable level.Among the renewable energies PV has made a striking achievement worldwide due to rapid cost reduction and its flexibility,coming more and more close to the target of grid parity.As a public listed company of PV industry in China,Clenergy endeavors to supply clean energy products and clean power to the society.In the second half of 2018,Clenergy initiated overseas new markets development strategy and targeted Europe market as the first one to develop in the new year.It is urgent to improve the marketing plan and control the whole process while the company's Europe market development is on the way.The study and research of this article is just on the right timing and will provide important guidance to the marketing strategy implementation practice.The article firstly briefs study background,significance,organization and study methods,then it introduces key points of the marketirng analysis method and theoretical tools the study relevant;after that the business,products and existing markets of Clenergy are presented and the European market development needs is:introduced.Next the article discusses European market segmentation,targeting and positioning following STP theory,formulates marketing mix following 4Ps theory;:finally it deals with the program for the implementation of the marketing mix strategy.The article applies the marketing knowledge i learned during the period of EMBA degree pursuing to Clenergy marketing planning practice for new market development,providing solid assurance and support as much as I can to the marketing strategy implementation and future business growth.