An Analysis Of International Marketing Strategy For China’s Photovoltaic Industry

In21st century, with the rapid development of economy, the demand for energy is increasing in many countries, so the energy problem as a global controversial topic, there are public concern around the world. Especially since the oil crisis causing in a significant consequences on world economic development, this is why the term "crisis of energy "came from. Since the development of the petrochemical and other traditional energy resources are limited, the solar photovoltaic industry representing the new energy supply industry in the energy supply field, has numbers of advantages such as efficiency, its broad development made a high attention around the world. Many countries have also introduced various laws and policies to encourage the development of photovoltaic industry. Solar photovoltaic industry has developed rapidly in China driven by the international support. The government in the "Eleventh and Five" should be made to accelerate the development of other renewable energy such as biomass, solar, wind and others, there is consist a huge space for development. In recent years, the PV industry has decreasing, can be coordinated to participate competition internationally and is expected to achieve the international advanced level in the industry. Therefore, this essay point out the implications for the solar photovoltaic industry from the perspective of international marketing strategy research.In this context, this paper discussed about PV industry in China, based on the theoretical literature of international marketing, international marketing strategies from the perspective of China’s photovoltaic industry carried out a detailed analysis of the theory of international marketing strategy, SWOT analysis will be discussed and an overview of the relevant literature and China PV industry theoretical overview, basic overview of the photovoltaic industry, the international photovoltaic industry development situation, China’s photovoltaic industry development, development process of China’s photovoltaic industry practice analysis, empirical evidence and analysis of the combination. This paper simplified the theoretical foundation of domestic and industrial competitiveness research, development and industrial competitiveness typical model analysis and the elements affecting industrial competitiveness. Apart from the China’s solar photovoltaic industry competitive analysis research framework, the impact factor analysis and evaluation to provide a theoretical basis for the construction.This essay divided into five parts, the first part illustrated the background, indicating that the review of researches, pointed out the detailed research ideas and content, and noted that that the photovoltaic industry possible innovation in international marketing strategy. The second part describes the theory of international marketing strategy photovoltaic industry. The third part pointed out the overview of the development of China’s photovoltaic industry and international development of photovoltaic industry which indicate the foundation for the development of the solar photovoltaic industry, the industrial chain of the photovoltaic industry and constitute the major part of plan, industrial collection and related policies to do a detailed analysis. From the part four, China PV industry to analyze international marketing, and the condition of China’s international trade in the photovoltaic industry, the information of China PV industry exports, exports of China’s PV industry’s major trading partners, China PV industry utilization of foreign capital and other aspects of the theory outlined. The fifth part describes a series of problems exist in the international marketing PV industry in China, firstly lack of innovation, lack of core technology. Second, the lack of international marketing channel development, target niche market over-focused on the European market, and the third, the lack of brand awareness and brand internationalization strategy, the fourth, the growing number of trade barriers for the lack of effective strategies.For these existing problems, the authors propose some countermeasures and suggestions to overcome the problems. First, to improve the capability of innovation, build up the core technology, and improve the international marketing channel construction enterprises gradually, diversification recommended in solving the traditional strategies, fourth, establish brand awareness and building brand internationally, Finally, to achieve combination of local and international.