Research On The Marketing Strategy Of Household Photovoltaic Project Of G Company

In recent years,as the climate environment worsening,all countries in the world begin to pay close attention to development of new energy industry,such as photovoltaic(pv),the new renewable energy sources such as solar,wind,water,began to come into the mind of the people,at present the development and utilization of solar energy photovoltaic power generation has certain social market,become the new energy market development and utilization of the most promising industry.The 21 st century is a period of rapid development and growth of new energy industrialization.At this stage,China has become the largest market of photovoltaic energy,and the scale of household photovoltaic single set has increased and entered the 10 kW era.Based on G company in pv projects to carry out the marketing strategy research,using the way of theory,research,statistical analysis and other methods,on the basis of consulting a large number of relevant theoretical results at home and abroad,in the marketing environment analysis,marketing strategy and other problems and the corresponding measures,and finally concluded to fit the development of G company's marketing strategy.This paper has seven parts: the first part is introduction.This paper mainly analyzes the research background,purpose and significance of the marketing strategy of household pv projects of G company.By sorting out and summarizing relevant domestic and foreign research literature within the range of knowledge,it lays the necessary theoretical foundation for the research of this paper.In addition,research methods and contents are summarized,and research technology roadmap is drawn according to research ideas.The second part is the core concept and theoretical basis analysis.Summarize the core concepts of household pv,marketing and marketing strategy,and find out the marketing 4P theory,STP theory,PEST analysis model and SWOT analysis model suitable for this study.The third part analyzes the marketing status of household pv projects of G company.Based on the analysis of the general situation of G company and the marketing status of G company,the specific problems in the current marketing strategy implementation of G company were found out and analyzed.The fourth part is the marketing environment analysis of household pv project of G company.Based on marketing theories,this paper analyzes PEST and SWOT.The fifth part is the marketing strategy formulation for the household pv project of G company,which puts forward the principles and ideas suitable for the formulation of the marketing strategy of the company,and then proposes specific marketing strategies suitable for G company,mainly including product strategy,price strategy,channel strategy,promotion strategy and public relations strategy.The sixth part is divided into G company's marketing strategy implementation guarantee of household pv project,which puts forward the guarantee measures of organization guarantee,human resource guarantee,system guarantee,technological innovation guarantee and cultural construction guarantee.The seventh part is the conclusion and prospect of the research.Based on the conclusion of the first six parts,this part summarizes the paper.he results of this paper show that the operating difficulties of household PV of G company are mainly divided into internal and external reasons.From the inside of the enterprise,the product competitiveness is insufficient,the sales channel is too narrow,the profit is low;From the external environment,there are problems such as high product replication,fast policy change and fierce industry competition.Based on the research of this paper,the author puts forward the principles and ideas that are suitable for the development of G Company's PV project marketing strategy,and puts forward some suggestions that are in line with G company's business development,including: innovating product mix,optimizing product line;Strengthen brand building;innovate pricing target;Adjust Channel Layout;select advertising,build new media marketing and other methods.Finally,the paper puts forward some concrete measures to ensure the rapid and sustainable development of enterprises,such as organization guarantee,human resource guarantee,system guarantee,technology innovation guarantee and culture construction guarantee.