Tsinghua Solar Co., Ltd. Marketing Strategy

The Solar Energy Geyser(abbreviation SEG) industry belongs to a rising field. China takes the leading of production quantity and consumption of SEG as well as the solar energy converting technology in the world. After 3 months of practice in the leading company of SEG Industry-Tsinghua Sunlight Co., Ltd.(Abbreviation TSC), I noticed that TSC is coming across the trouble of development, especially in making and carrying out marketing, which threatens the exist of TSC. Analyzing the problems in TSC from the point of marketing can help us to make suitable marketing tactics as well as to keep the sustaining development of TSC by using fully the Commercial and Industrial Management we learned.Regarding the problems of Marketing in TSC, the methods used as bellows: First, making the outer environment of TSC clear with the theory of industry analysis. Second, pointing out how to carry out selection and evaluation on the basis of TSC'S advantage, weakness, threats and opportunities after scientifically studying the inner environment of TSC by the cases analysis, comparison analysis, qualitative analysis and method of SPACE. Finally, giving out the detailed suggestion on company orientation, products, place and brand according to Commercial and Industrial Management knowledge such as marketing after analyzing the inner and outer environmental analysis.By the analysis of this thesis shows us that SEG has the congenital advantage and great potential as well as the unchangeable congenital weakness of climate limitation. At present, the development of SEG is not very standard such as uncheck its growth, disorder competition and supply over demand. TSC has great advantage on technology and sources as well as the background of "Tsinghua", but she doesn't build up her own brand, and lack of prospective. TSC is involving into the price, cost campaign with the intense industry competition and can not play out its own advantage. So TSC must locate itself on the "Enterprise providing service of hot-water". At he same time, TSC has to exerts fully the advantage of source, store energy of development by making feasible marketing statistics of products management, chemical construction, brand building in order to make itself become the most famous brand-new sunlight energy.