The Study On The Marketing Strategy Of Hydroelectric Power Generation Equipment Of Y Company

Hydropower is a clean and renewable energy source,and developed countries such as Europe,America,Japan,and Australia have placed it in a priority position.China is a large energy-consuming country,hydropower is an important part of its energy strategy for China,and the country will develop hydropower vigorously.This thesis takes Y company as the research object and analyzes the marketing strategy of hydropower generation equipment.First,by combing relevant marketing theories and detailed literature,it provides a theoretical basis for subsequent research;then uses PEST theory,SWOT analysis and other common market analysis tools to comprehensively analyze the internal and external environment in the hydroelectric power generation equipment market,the advantages,disadvantages,opportunities and threats of enterprise development.It is found that there are four problems in Y company’s current hydropower equipment marketing activities: serious product homogeneity,imperfect after-sales service,lack of scientific pricing mechanism,single marketing structure model,and insufficient promotion.Then,according to the existing problems,appropriate marketing strategy plan is formulated.The first is the product and service strategy,including the integration of technology research and development resources,the diversification of product types,the establishment of a "partner" relationship of hydropower EPC project business process management,the establishment of a special after-sales service organization;the second is the price strategy,including the establishment of cost accounting mechanism and implement differentiated pricing;the third is the channel strategy mainly by adopting online and offline multi-channel sales methods to strengthen channel management;the fourth is the promotion strategy,including the establishment of team marketing methods,increase publicity,focus on technical communication,utilization High-level exchange visit opportunities to promote products.Finally,in order to ensure the implementation of marketing strategies,we discussed the establishment and improvement of key customer management relationships,the improvement of marketing personnel performance evaluation and incentive mechanism,the integration of company information resources and the optimization of talent structure.This paper provides a strategic guide for the development of the company’s hydropower generation equipment marketing business through a combination of theoretical research and marketing practice,and to provide reference and reference for other companies in the industry to develop marketing strategies.