| In recent years,under the influence of the energy crisis and environmental pollution and other issues,the world is seeking to develop new energy sources,which has brought great opportunities of development to the photovoltaic industry.With the strong support from Governments,the photovoltaic industry is developing rapidly.China has also issued a large number of support policies for the photovoltaic industry,making China the largest photovoltaic industry base in the world.Along with the rapid development of the photovoltaic industry,the market has also entered into a fierce competitive stage,every photovoltaic module production enterprises urgently need to find the suitable market strategy for their own development so as to obtain sustained development momentum.Taking SH company as the research object,this paper analyses the marketing environment faced by enterprises from four aspects of politics,economy,society and technology,and uses SWOT analysis method to analyze the advantages and disadvantages of the company,as well as opportunities and threats.Through developing strengths and avoiding weaknesses,utilizing opportunities and avoiding threats,it is believed that the marketing strategies that SH company’s optional marketing strategy has the advantages of highlighting product quality and positioning the product at the middle and high end;increase investment in science and technology,speed up research and development of new products,expand product categories,and form differentiated products;improve the company’s sales system construction,establish its own sales channels,improve product market share;select the target market suitable for the company’s products according to product characteristics,avoid the disadvantage caused by high product prices;increase brand building,improve brand line Industry influence.Using STP marketing theory,the company’s business market is subdivided,the target market suitable for the company is selected,and the company’s products are positioned in each target market.Based on 4P marketing theory,the product strategy,pricing strategy,brand strategy and promotion strategy of SH company are put forward.Finally,the measures needed to ensure the smooth landing of marketing strategies are put forward from three aspects: system,human resources and technology.SH company should establish incentive mechanism for salesmen and channel providers,improve the performance appraisal mechanism for salesmen,establish the working mechanism for talent introduction,strengthen the construction of talent team,improve the training mechanism for sales talents,and constantly carry out technological innovation.Through the research of this paper,I hope it will be helpful for SH company to formulate its future marketing strategy,and also provide practical reference for enterprises in the industry. |
