Research On Marketing Strategy Of D Wind Power Company In The Post-market Of Wind Power Operation And Maintenance

In the context of the rapid development of the global wind power industry,China,as one of the world’s richest wind resource countries,has also achieved rapid growth in wind power since the new century.According to statistics from the National Energy Administration and the Wind Energy Professional Committee of the Chinese Renewable Energy Society,At the end of 2019,China’s total installed capacity has exceeded200 GW,and the compound annual growth rate in the past ten years has exceeded 30%.The popularity of the entire machine market indicates that the future wind power developers’ demand for operation and maintenance of wind turbines outside the warranty will also increase significantly.The huge post-operation and maintenance market will inevitably lead to a new round of fierce competition in the wind power industry.How can the machine manufacturer as a state-owned enterprise compete with powerful private enterprises and third-party operation and maintenance companies in the post-operation and maintenance market? This is an issue needs to be considered.This article will use a combination of theory and practice,with the help of data analysis,logical inference and prediction,etc.,through the analysis of the macro environment,competitive environment,internal development environment and other factors that represent the development of wind power company D in state-owned machine manufacturers Based on the STP marketing theory and 4C and 4P marketing theories,the current marketing strategy of wind power company D after wind power operation and maintenance will be optimized,and some new marketing strategies for the future development trend of the market will be put forward.The article proposes that the main target market of wind power company D will be the company’s current market in the future,and the key customers of the strategy are state-owned Key Enterprises and local state-owned enterprises,and the southwest region is the main focus.In terms of market positioning,in the future,D Wind Power Company can properly promote high-end technical service products to private customers,and in the main state-owned Key enterprises and local state-owned enterprise markets,wind farm package,large parts maintenance,spare parts sales,high and low wear renovation,unit performance upgrade and reconstruction,various types of technical training are the main ones.In the southwestern regional market,the idea should be to form a regional commercial moat to ensure long-term benefit cooperation and sharing.In terms of specific implementation strategies,products aspect,customers within the warranty should focus on high-end operation and maintenance and training business products,while customers outside the warranty should focus on training business products,and the rest of the business products should be promoted according to the actual demand of customers;flexible pricing as the overall pricing idea,we implemented a profit and loss sharing strategy for operation and maintenance products,and a classified pricing strategy for spare parts and technology products;from the channel aspect,we have four key sales channels: relationship channels,physical channels,government and third parties Acting channels,electronic channels;promotion aspects from actively participating in large and medium-sized exhibitions in the domestic and foreign wind power industry,regular customer exchange activities,customer exchange activities,strengthening market promotion investment and market analysis,strengthening international and domestic authoritative media,newspapers and periodicals Magazines,industry associations and other four aspects.Finally,in order to effectively implement the strategy and tactics,corresponding guarantee measures should also be provided from four aspects: marketing talent,R&D system,assessment incentives,and cultural construction.