The Research On Marketing Strategy Of Household Photovoltaic System GCL Company

With the rise of China's photovoltaic industry in recent years,following the development of the 13 th five-year plan,the domestic photovoltaic industry has entered a new stage.Under the guidance of national policies,the application of photovoltaic industry gradually migrates from large-scale ground power station to distributed systems.Facing emerging markets,how to quickly open and occupy the market with appropriate marketing strategy,and how to promote a sustainable business development becomes a top priority for household photovoltaic system providers.GCL is a world-renowned energy company,founded in 1995,started its business from traditional electricity.In 2010 it started research and production of silicon materials.With the acquisition of a listed company,GCL began the manufacture of photovoltaic modules in 2015 and engaged in the sales of household photovoltaic system from 2016.However,hampered by traditional manufacturing thinking,and lacking of a scientific knowledge on marketing,GCL suffered a lot from a series of problems in organization structuring,workflow setting,marketing planning and so on.Based on the marketing strategy of GCL on household photovoltaic system,this paper will firstly introduce the background and significance of the research on household photovoltaic system,then make a brief review of GCL's internal and external marketing environment,and a SWOT analysis on its current marketing strategy,so as to identify the cause of problems,for example,unclearness in the target market positioning,weak marketing management capability,a lagging behind channel development,relatively insufficient analysis and planning ability,underdeveloped brand promotion,slow marketing security and so on.Afterwards,this paper will use relevant theoretical knowledge to carry out in-depth study on each problem,then with proper market segmentation to identity the market positioning,and to optimize the product structure,the pricing,as well as the marketing strategy and channels.At last,this paper will put forward a safeguard measure for implementation of marketing strategy for household photovoltaic systems,in order to create differentiation of GCL brand household photovoltaic systems,to form its own core competitiveness,thereby leading the market and establish an industry benchmark.