Study On The Marketing Strategy Of XEMC Wind Power Co., Ltd.

Wind power generation is the most potential market for the renewable energy field in the future. With the gradual development of the industry, new investment will reach a bracket amount70billion to80billion Yuan according to the estimation in the coming10years. As a part of it, the annual demand in the Wind turbine market will reach40billion to60billion Yuan. Facing the bright wind turbine manufacturing industry, XEMC windpower, a medium-sized company, positioned at the second-level in the market competition pattern is faced with the questions how to achieve greater market share in the fierce market competition, and how to get more market competitive advantage than the rivals..This paper mainly starts from the current situation of industry. First of all, the market background that wind power industry faces will be reviewed; followed by a wind turbine manufacturing industry's chain analysis through the use of Michael Potter professor's industry analysis theory and the SWOT analysis model. At the same time, the external environment faced by the company will be discussed in terms of the PEST analysis method as well as the industry's supply and demand in order to show the industry's overall situation and competitive pattern conclusively. This is the stage of problem analyzing and understanding. The second stage will use the SWOT analysis to come out with the company's strengths,weaknesses,opportunities and threats which would help finding out the problems. It is the stage of raising the question. Finally, putting forward company's marketing strategy and marketing mix design by the use of STP theory and4P's marketing combinatorial design theory, combined with the problems facing the company, thereby achieving the purpose of solving problems.In the end, the author summarized the conclusion statement to unify own work experience and research work, furthermore, the marketing work of the wind turbine industry would be discussed on the basis of the XEMC's strategy, which has a certain reference value.