| The global warming caused by greenhouse gas emissions has become a serious and irreversible challenge to the human being,and reducing greenhouse gas emissions has become a top priority all over the world.By the background of "carbon neutrality" and"carbon peaking" announced by China to the world,the solar photovoltaic power generation industry faces new development opportunities.As an important direction of technology,thin-film solar photovoltaic manufacturers urgently need to find a market strategy suitable for its development,and further develop in the energy revolution.This thesis takes thin-film solar products of H Company as the research object,according to the basic theory of marketing,conducting an in-depth analysis from the political,economic,social and technological aspects.Using SWOT analysis to find the company’s strengths,weaknesses,opportunities and threats were.By the SWOT matrix,we found that the company should insist the "light,thin and flexible" characteristics of thin-film solar products,increase technical investment,research and develop innovative technologies,develop new products,and make differentiated high-end products;Drive in segment market of thin film solar,avoid the price conflict with silicon solar energy products;Improve the sales system,use advantages of its sales channel to increase the market share;Use the brand advantages to expand the influence and enhance the brand awareness.Using STP marketing theory,analyze the market segment of the company’s business,clarify the market positioning that meets the company’s current product and future development needs,and finally determine a targeting market for the company’s business.Using the questionnaire analysis survey method,the market data is collected and analyzed.According to the data conclusions and the current situation of enterprise marketing,using the 4P+GP marketing theory,find out the problems existing in the current marketing strategy of H Company in four aspects:product,price,place and promotion.Analyze the problems and make suggestions for rectification.By the research of the thesis,we believe that H Company should optimize the product target market by innovating products;strengthening brand building;revising product pricing;adjusting sales channel.We hope it will be helpful and enlightening to the formulation of H Company’s future marketing strategy,and also provide reference for enterprises in the industry. |
