| Ningxia New Energy Research Institute (Co., Ltd.) was founded in 2011, is a company engaged in solar photovoltaic component certification testing, photovoltaic power station test, PV module outdoor test business. Because the research institute set up a short time, its management system is not perfect, coupled with the external market demand is fatigued and weak, the mechanism between the competition is very fierce, many causes of Institute of PV in the northwest region of the detection rate is very low market share. Faced with the grim business situation, the new energy research institute is an urgent need to develop effective marketing strategies and take effective measures to open the market, improve their level of profitability.This paper starts with the detection of market of domestic photovoltaic component of demand and competition situation analysis, combined with the national industrial policy and the development of new energy strategy direction, of the Institute of internal and external environment and its advantage, disadvantage factors such as the use of SWOT analysis model, and in detail and points out the existing marketing institute problems and loopholes, on this basis develop a Research Institute of the competitive strategy, using the combination of 7Ps and customer relationship management strategy, discusses from eight aspects of product strategy, price strategy, distribution strategy, promotion strategy, personnel strategy, tangible demonstration strategy, process strategy and customer relationship management strategy. Finally, combined with the discussion and the Research Institute of the problems facing the targeted a guarantee the implementation of marketing strategy.The argument of this paper on the organization structure and management system improvement of Ningxia New Energy Institute in order to adapt to the market, strengthen the Research Institute of profitability, play brand influence has certain contribution and significance. |
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