A Study On Solar Water Heater Marketing Strategy Of TY Company

At present,China’s solar water heater industry has a large scale,and its production,sales and retention scale have jumped to the first in the world for many years.There are more than 4000 domestic manufacturers,and the industrial overcapacity is serious.Due to the lack of innovation in solar collector technology,more than 80% of small and medium-sized solar energy enterprises are forced into price war.Since the outbreak of COVID-19 pandemic,the ailing solar water heater industry has suffered a great impact.At present,there is few research on the marketing strategy of this industry during the pandemic development period.Taking TY company as the research object,this paper uses the methods of interview and case study to explore its solar water heater marketing strategy.From the perspective of4 P,find out the marketing problems existing in TY company since the COVID-19 broke.The main problems are: unreasonable product planning,wide variety of products and vague brand positioning;Weak market pertinence and high management cost lead to weaken price competitiveness,slow response to the market;Single channel,few channel outlets and poor channel quality;Single promotion channel,lack of promotion means such as service and purchase replacement,and poor management of salesmen,etc.In view of the above marketing problems,this paper suggests the following countermeasures:in the short term,TY company should significantly reduce the ex factory price and increase the market share to get rid of the marketing dilemma under the COVID-19 pandemic environment.In the long run,TY company must develop more new products,do a good job in product integration and market launch,improve brand positioning,expand overseas and domestic markets,set up an e-commerce department,strengthen brand publicity and sales promotion,and optimize organizational structure,systems and processes,etc.