Study On Marketing Strategy Optimization Of PV Equipment Company X

From 2013 to 2019,China ranked first in the world in terms of newly installed PV capacity for seven consecutive years.Among them,2019 new installed capacity all over was 110 GW,while that of China in 2019 was 42 GW,accounting for 38% of the global total.While there are opportunities,enterprises in PV industry are also faced with many challenges.In 2018,the Chinese government promulgated the 531 policy,and which caused PV industry a great distress,and every link of the industrial chain ushers in the era of oligopoly.Then,in the beginning of2020,the 19-COVID epidemic broke out.Affected by the epidemic situation,the demand for European and American terminal markets was weak,and the capital flow in the industry was sluggish.Some small and medium-sized solar cell manufacturers’ capital chain was interrupted,and the elimination of backward enterprises was accelerated.With the development of the market,the participants in each link are constantly shuffled,small-scale enterprises are eliminated one by one,and large-scale enterprises are becoming more and more powerful,and even industry monopoly phenomenon appears.Company X is a PV equipment manufacturing enterprise,since its establishment in 2008,it has been committed to R&D,manufacturing and sales of laser equipment in PV industry.The hot of PERC technology makes the laser equipment orders increase sharply,and the demand exceeds supply.But at the same time,it brings a lot of tests to the marketing ability of company X,which is still in its youth.The core of the company has changed from "the relationship between things" to "the relationship between people".In the post economic era,the marketing integration theory has also stepped into the "4R era from 4P",which coincides with the optimization of the marketing strategy of company X.This paper studies the current marketing strategy of company X,and puts forward the optimization scheme based on 4R integrated marketing theory.Based on company X’s situation,find out the problems in the marketing strategy of X company,through the questionnaire survey and interview,and the collection and analysis of data by analyzing the reasons for the problems.Then this paper analyzes the marketing environment of company X from internal and external perspectives.The internal analysis analyzes the historical development,organizational structure and market segmentation of company x.The external analysis is carried out from two angles of macro environment analysis and industry environment analysis.Combined with PEST analysis and Porter’s five forces model,the problems in company X’s current marketing strategy are found and determined the breakthrough point of strategy optimization.Finally,combined with the 4R integrated marketing theory of marketing,from the five dimensions of relevance,reaction,relationship,reward and products,the paper puts forward specific optimization and improvement scheme for the marketing strategy of company X,and takes some safeguard measures to enhance the core competitiveness of company X.Meanwhile,under the current epidemic situation,it seeks new breakthroughs for the sustainable development of X company,also have certain reference significance for other enterprises in PV industry.