Research On Marketing Strategy Of TY Corporate In Wind Power Service After Market

As a country with the richest wind resource in the world, Chinese wind power industry kept growing fast from 80s and 90s in 20th century and especially in the past 10 years, wind power installation in China boomed. According to the Chinese Wind Energy Association, from 2005 to 2015, Chinese wind power installed capacity grew from 1.26GW to 145GW with a CAGR over 60%. As the off-warranty wind turbines become more and more, the wind power aftermarket demand will also be greatly increased. Facing the increasingly fierce market competition environment and more and more market requirements, as a wholly-owned subsidiary of one of the largest wind turbine manufacturers in China, TY Corporate has to develop effective marketing strategies and facing the market situation of service homogeneity, TY Corporate has to make difference in product, price, channel and market Promotion.The thesis adopts the method of combining normative research and empirical research, with comparative analysis, historical and logical analysis method and means, through the analysis and evaluation of wind power aftermarket’s macro environment, competitive landscape, the needs of customers and competitors and their products’competitiveness, based on STP theory and 4Ps theory, designs TY Corporate’s market strategies for the current and future market and its combination of marketing strategies.This thesis segments TY Corporate’s wind power after-market into curtailment region market and non-curtailment region market, and based on the wind turbine type serviced, it is further segmented into parent market and non-parent market, and segments parent market into SOE market, local state-owned market and private market. Parent market is still the main target market in the next five years, and the target should be shift from the current SOE market to private market. Based on TY Corporate’s overall development strategy and marketing strategy, the thesis argues that TY Corporate’s after-market products should be classified into site O&M service product line, spare parts service product line, technical support services product line and value-added services product line. In order to meet the needs of different types of customers, the thesis designs customized service solutions, which can be combined freely for flexible choices, with different service business models. Different product lines and the same product line products should adopt differential pricing strategies and methods. In terms of sales channels, by way of direct distribution, personal selling is one of the most important ways. In terms of promotions, TY Corporate should maintain a good relationship with the industry, and should actively participate in and undertake the business activities, to establish a good brand image.