Empirical Study On Marketing Performance Of Solar Energy Companies In China

China’s energy consumption and carbon emissions is a world leading position,21.3%primary energy consumption and25%carbon emissions directly lead toenvironmental degradation in China. So we must develop new energy and renewableenergy to improve the living environment and realize sustainable development. To thisend, our country in the current12th five-year plan (2011-2015) explicitly pointed out thatwe must develop strategic emerging industries, and introduced the related legal policy tosupport the development of new energy. Now new energy enterprises are in trouble, so itsrely on policy support and ignore use marketing campaign promoted the market demand,leading to the role of market mechanism play hard. The current our country new energyenterprises to carry out marketing activities is effective, there is little literature research.Based on this background, the establishment of marketing performance evaluation indexsystem, evaluation of marketing performance of the new energy enterprises.First of all, evaluating both at home and abroad of new energy field and marketingperformance. Secondly, introduce the marketing performance management theory so asto establish marketing performance index system and the theoretical basis for theempirical analysis. And we compares several methods of evaluation marketingperformance. Again, it is pointed out that choosing the rationality and feasibility of themethod of data envelopment analysis, introducing the core concepts and application ofdata envelopment analysis model; And then analyzes the present situation of new energyfield and selects solar listed companies as the research object to analyze the marketingperformance from two aspects of vertical and horizontal. Longitudinal study results showthat the constant efficiency and increasing efficiency are less and less, decreasing efficiency of listed companies is increasing. This shows that solar energy or ignore tocarry out marketing activities, or marketing activities are no effect. So the enterpriseneeds to make positive coping strategies combined with its own specific conditions.Cross-sectional study results show that28%of the listed companies marketingperformance effective,50%of listed companies the comprehensive efficiency is lowerthan the average level. All decision making units,28%of listed companies scale isn’tchange, the rest of the listed companies keeping increasing companies scale; Onimprovement target value, marketing cost is biggest improvements of the input index.The company according to the result can enhance marketing performance in theory;return on equity is biggest improvement of the output index. It shows that listedcompanies have improve profit margins. Finally, it put forward reasonable Suggestionsaccording to the empirical results from enterprises.