The Optimizing Research On CSI Export Marketing Strategy

The renewable energy industry led by solar energy has developed rapidly in recent years,and so has China’s photovoltaic module industry,which has become an industry with international competitive advantages.The steady growth of overseas PV demand will lead to a significant increase in the exporting volume of China’s PV module products,but also bring pressure and challenges to module export enterprises.Chinese PV companies have encountered many problems on products exporting,such as trade barriers imposed by developed countries,unclear government policies or technological standards on developing companies,price and technology competition.On such background,the paper studies CSI products export marketing strategy to improve oversea market share and international competitiveness.The paper is based on current situation of PV industry and CSI Company,by PEST analysis of CSI main markets,I describe the marketing strategy used in oversea market.Combined with exporting data,I find problems existed in export marketing strategy:single product strategy,imperfect new product strategy,simple price strategy,fixed marketing strategy,single marketing channel strategy and traditional promotion strategy.I look for reasons both inside and outside in deeply,then I raise suggestions on CSI export marketing strategy from four aspects,product strategy,price strategy,channel strategy and promotion strategy based on the theories of 4PS:create new product,increase product added value,use different price strategy,open direct sale channel,OEM and online sale,promote products and brand by personnel internationalization,government-enterprise cooperation and media.At last,the paper provides supporting measures for CSI export marketing strategy from the production,technology,human resources and finance.It is hoped that these suggestions will be useful for CSI to make future export marketing plans or solve practical problems,and provide reference for similar export-oriented small and medium-sized enterprises in the same industry,in order to make Chinese PV module products more advantage on international competition.