Marketing Strategies Optimization Of Tongwei Solar Module In EU Market

Global climate change has seriously threatened the sustainable development of human society.Using clean energy such as photovoltaic and solar energy to replace traditional energy is the main strategic means to mitigate global climate change.The EU is one of the regions with the largest demand and use of solar energy,and the largest and most stable growth potential photovoltaic market in the world.As the largest exporter of PV modules in the world,China is the key link to achieve corporate profits by doing a good job in the overseas marketing strategy of PV modules.Tongwei is the world’s No.1 supplier of photovoltaic silicon materials and cell chips,but it is immature in the photovoltaic module market,resulting in a large loss of profits.In order to promote the integration of the whole industry chain and increase the competitiveness of the company in domestic and foreign industries,Tongwei urgently needs to put forward effective PV module marketing strategies,especially in the European market.In the research process,firstly,through internal and external environment analysis and SWOT analysis,it is found that Tongwei is in a period of development.In the selection of marketing strategies,it should avoid direct competition with "duopoly"enterprises,but make good use of its own advantages and policy opportunities,and adopt differentiated marketing strategies.Secondly,this paper analyzes the problems existing in the company’s marketing strategy from the aspects of product strategy,price strategy,channel strategy and promotion strategy.Finally,based on the 4PS theory and the analysis of the internal and external environment,this paper puts forward suggestions for optimizing the EU marketing strategy of Tongwei component products.For example,in terms of product strategy improvement,it is proposed to strengthen brand positioning and optimize brand structure through two stages of brand reconstruction and brand empowerment.Tongwei wants to integrate its high-tech,digital,green,energy-saving and environmental protection concepts into its brand promotion,break the stereotype of customers on Chinese made brands,multi-dimensional explain the upstream manufacturing technology and humanistic care,and talk about the manufacturing technology behind photovoltaic products.Establish the slogan of high-tech manufacturing brand and rebuild the high-end manufacturing image of Chinese brands.Lay a solid foundation for the brand reconstruction of Tongwei.Thanks to the high acceptance of new technologies and prices,as well as the increased demand for low carbon footprint components,the European market will be the outpost of global N-type components.Therefore,in the development of new products,Tongwei should take the market as the guidance and actively layout N-type products.In terms of price,in addition to continuously reducing costs and increasing pricing power,Tongwei needs to implement a differentiated price strategy in the EU market.In terms of channel strategy improvement,diversified sales channels and channel maintenance cost reduction should be implemented simultaneously.In terms of promotion methods,Tongwei should further optimize and enrich the online and offline promotion methods,and enrich its promotion content.Therefore,the results of this study can provide guidance and reference for the marketing strategy of Tongwei component products entering the EU market.Also it can provide reference for other photovoltaic enterprises marketing strategy analysis and optimization.