Research On Entry Mode Of S Company’s Inverter Products In European Market

After years’ development,China has occupied a global leading position in the manufacturing industries of photovoltaics and lithium battery energy storage.The photovoltaic and energy storage technologies and products are becoming more and more mature,and it has the most complete and professional upstream and downstream vertical industrial chains in the world,as well as countless related supporting enterprises,and China have become a big country in the photovoltaic and energy storage industries.It is also due to the large number of domestic photovoltaic and energy storage product manufacturers that the competition in China’s photovoltaic and energy storage market is fierce,and the market price is low.It has also prompted Chinese photovoltaic and energy storage companies to explore overseas markets and join the process of corporate globalization.Even many photovoltaic manufacturers newly entering the industry are born global or international.The internationalization strategy has naturally become a strategy that photovoltaic product manufacturers have to deploy.Internationalization has also led to the development of the industry,industrial and technological changes,and the advancement of business models,bringing both opportunities and risks to the companies involved.This paper takes Company S,which produces photovoltaic gridconnected and energy storage inverters as the research object,to analyze how the company conducts international operations.As a new inverter player,Company S quickly gained a place in the fiercely competitive photovoltaic and energy storage fields by virtue of its dominant German brand and Chinese manufacturing with supply chain advantages,and became one of the top 20 companies.As one of the inverter suppliers,it has established the market strategy of "overseas first,then domestic,and coordinated development of multiple overseas markets" in the field of inverters.Many start-up companies have faced the situation of "immature overseas markets to enter,and inability to enter mature overseas markets".Under this general environment,S company established an internationalization strategy for its inverter products to first enter the European market.With this background,this paper conducts a systematic research and analysis on the entry of S company’s inverter products into the European market,and finally focuses on the entry mode of the European market.On the one hand,it provides rationalized suggestions for the European market entry mode of S company’s inverter products from the theoretical level;on the other hand,it provides useful reference for domestic enterprises to implement the "going out" internationalization strategy and enter overseas markets by evaluating the effect of its strategy selection.In order to analyze more systematically,this paper selects research theories and methods such as target market selection and target market environment analysis,Porter’s diamond model,SWOT analysis tools and Root’s entry mode decision-making model.Firstly,the feasibility of S company’s inverter products entering the European market is obtained,and then it is certified that S company itself is competitive in entering the European market;Further more,it comprehensively analyze the entry mode of the European market,and finally,in order to achieve the strategic goal of entering the European photovoltaic and energy storage market,it puts forward the supporting strategy for S company to enter the European market.