A Study On The Market Defense Of The PV Product-making Enterprise

Energy is the important and basic resources for the survival and development ofhuman society. With the rapid development of world economy and the sharpexpansion of the world's population, the security supply and diversification needshave become the most important issues which all countries in the world must face,especially those problems of the increasingly deteriorating ecological environmentand geopolitical questions which caused by energy development and utilization haveturned into the common challenges of human world. Not only is it the core and keycontents of the national energy strategy for every country to develop the clean energy,to develop and use the reproducible energy, to achieve the diversification of energysupply and use, to reduce the dependence on traditional fossil fuels ,but also it is thefundamental approach to realize the sustainable energy development.This paper describes the present situation and the prospect of the domestic andinternational photovoltaic industry, makes a comparative analysis of the photovoltaicindustry to find the gap between domestic and foreign and domestic photovoltaicindustry and the problems of the domestic photovoltaic industry. On the basis of themarketing theory and risk management theory, this paper defines the connotation ofphotovoltaic manufacturing market risk, discusses the market risk identificationmethods, analyzes the reasons and characteristics of market risk, build athree-dimensional market risk prevention system of "warning - response - Recovery "and a market risk measurement model for the PV manufacturing enterprises. At last,the author takes JN Company as an example to an empirical study, puts forward somecountermeasures for JN Company to improve and perfect its market risk controlsystem.