Marketing Strategy Study Of DY Solar Power Company

The photovoltaic industry is a strategic emerging industry. The Development of PVindustry is very important to adjust the energy structure, promote energy production andchange consumption patterns, and promote the construction of ecological civilization. Atpresent, China has become the world’s largest production base of PV products, but rawmaterials, technology and market, are controlled by external PV market which leads to PVdeclination under the situation of "debt crisis" in the United States, the European Union"dual" rapidly dwindling, most of the enterprises have been merged or shut down, the entireindustry is facing a severe form of re-shuffling.This paper introduces4Ps,4Cs, and strategic marketing theory, market research. First,analysis DY company marketing status in order to identify the problems faced by thecompany, and then analyze the overall operations before and after the transfer of the companyshares. The article describes in details the DY photovoltaic company’s shareholding structure,personnel, and exports in the last three years. Then discuss about the company’s external andinternal marketing environment and industry environment analysis. The thesis reveals thatfact that PV companies are influenced heavily by the world political and economicenvironment as well as national policies. The SWOT strategic analysis models listed companystrengths, weaknesses, opportunities and threats, to arrive at the DY photovoltaic company’strade marketing strategy. In this paper, the STP marketing strategy, market segmentation,target market, market positioning strategy and marketing strategy portfolio: pricing strategy,product strategy, channel strategy and marketing strategy. DY PV companies in the overallmarketing strategy for future policy, the different characteristics for different markets,proposed the implementation of differentiated marketing strategy. Finally, PV companieslisted DY safeguards implemented marketing strategy and the need to pay attention to severalquestions: continuous technological innovation, reduce costs, avoid overcapacity caused bythe price war, as well as positive response from the U.S. and the EU dual investigation. It alsoproposes to actively seek solutions to develop new markets.