Rural Marketing Strategy Of Shandong Sangle Solar Energy Co..Ltd

Under Tensions in the global energy situation, global warming a serious threat to economic development and people's living healthy, today countries around the world are looking for new alternative energy strategy to achieve sustainable development and obtain a superior position in the future. For its clean, steady flow, security and other significant advantages, solar energy becomes the focus of attention. In the development of the solar energy industry, thermal water heater conversion technology is undoubtedly the most mature. The solar water heater is the annual rate of increase by 20% to 30% in China, the market prospect is still promising. At present, the market has yet to be standardized, consumers have yet to be nurturing, technology also needs to be improved, so there is the larger space to growth for the enterprise. With the rising of national economy and people's living standards, the solar water heater has the great potential in the Chinese market.Shandong Sangle Solar Energy Co., Ltd. since its establishment, has an rapid development as the average annual rate of more than 50%. It owns the production base of solar water heater with the largest number, the largest scale and most professional R & D. In 2009, the single brand sale is over 1 million units. Especially in rural maket, the company holds a high market share, known as the "China Rural Water Movement pioneer, promoter, leader".To solve water supply problems in rural areas has achieved great success. This is undoubtedly respected by the industry.This paper firstly made a simple analysis on the rural consumer goods market situation in China, and carried out a detailed analysis for the solar water heater industry conditions, market characteristics and competition structure. Hereafter, according to the industry and the Company's actual situation, mainly use the methods such as case studies, theory with practice and literature research, to investigate the marketing strategy in rural areas. Through analyzing the company's existing marketing strategy, combining sophisticated marketing theory, as 4Ps theory of the main line, from product, price, distribution and promotion of four aspects, it made a detailed analysis, summarized the the solar water heater's marketing strategy suitable for the China's rural area, provided the reference to the company and even the industry responding to the current crisis and entering towards sustainable development. The conclusion is that "through the full refinement of the distribution network, so that the rural consumers can enjoy the cheap, can fully satisfy with the demand for products and quick perfect services.'...