Research On The Promotion Of GD Photovoltaic Company's Marketing Strategy

At present,China's ecological and environmental problems are increasingly prominent,the traditional petrochemical energy began to dry up,solar energy as a typical representative of the new energy,with its unique advantages of environmental protection,high efficiency and so on,has been gradually valued by the society.In recent years,China's photovoltaic industry has developed rapidly.However,after the "new policy of May 31",the state began to control the subsidies of photovoltaic enterprises,and the competitive pressure of enterprises increased significantly.GD photovoltaic company,as a state-owned photovoltaic manufacturing enterprise,has recently suffered from serious losses and production and operation difficulties.Under the situation of internal and external troubles,GD urgently needs to change its marketing strategy and strive for greater market space in the competition.This paper takes GD photovoltaic company's marketing strategy as the research object,makes a theoretical overview based on STP theory and marketing mix theory,analyzes the current situation of the company's marketing strategy,studies the company's STP marketing strategy and 4P marketing mix,and finds that the company has problems in marketing concept,product sales and talent construction.According to the actual situation of the company,the marketing theory is applied to practice to establish a more scientific marketing strategy implementation plan for the enterprise and adapt to the needs of consumers,which makes up the deficiency of GD's current marketing strategy.The main structure of this paper is as follows: firstly,the writing background and the writing significance are introduced,and the relevant theories are summarized.Secondly,the general situation of GD photovoltaic company is introduced,and the marketing status,existing problems and causes are analyzed.It also analyzes the marketing environment of the company from three aspects: macro,industrial and micro.It studies the development environment of the external market through PEST analysis and industrial analysis,and studies the advantages,disadvantages,opportunities and threats of the company through internal environment analysis.Thirdly,according to STP analysis,market segmentation,market positioning and target market,combined with 4P marketing theory,are used to create a systematic marketing strategy improvement plan for enterprises.From the strategy,organization,manpower,culture four aspects put forward the company's marketing strategy implementation guarantee.At last,the conclusion of this paper is drawn that the company has a bright future despite many existing problems.The company urgently needs to change the marketing concept and management mode,adopt the differentiated marketing strategy,adjust the product structure,and fully and reasonably use the means of channels,advertising and promotion to improve the market competitiveness.Combining theory and practice,this paper proposes a marketing strategy improvement plan that is suitable for the characteristics of the photovoltaic industry and the current situation of GD photovoltaic company,which can help GD photovoltaic company make up for its shortcomings in enterprise management and marketing and gain competitive advantages.In addition,this paper also has certain reference value to the development of related photovoltaic enterprises.