Research On Customized Marketing Strategy Of Large Wind Turbine For JCNE

At present,the global renewable energy development is in full swing.The rapid development of non-water renewable energy such as wind power and photovoltaic is gradually adjusting the electricity energy supply structure of the various countries of the world,and has played a positive and effective role in improving the ecological environment of the earth.China,as a big country,in the great development of clean energy,has actively stepped up in the forefront of the world.However,unlike many countries in Europe and America,our country is vast,complex terrain with low lying from west to east of the West-East.There are large differences in wind resources in different regions.Therefore,the construction conditions of wind power projects in various regions are quite different.The different construction conditions put forward different requirements for the selection of wind turbine generator sets.This also provides a wide range of market space for the targeted design and customized marketing of wind turbine.Under this background,it is of great theoretical and practical significance for Beijing JINGCHENG New Energy Company(hereunder after called as JCNE)to carry out customized marketing strategy research on large-scale wind turbine.In this paper,the PEST analysis and the five-force model analysis of international and domestic wind power market are carried out based on the study of marketing theory of large-scale wind turbines.Combined with SWOT analysis and STP analysis of target market,the target market forecasting model is built.At the same time,combined with the characteristics of the wind power industry,the use of judgement matrix to analyze customers' demand factor,and carried out a customized marketing process design for JCNE,customer satisfaction to build a quantitative assessment system..Finally,according to the situation of JCNE,the implementation plan of the customized marketing strategy to ensure the realization of the marketing objectives was put forward.This innovation of this paper is mainly embodied in: first of all,the customized marketing solutions of large-scale wind turbine of JCNE was put forward,providing a reference for the wind power industry industry-related enterprises,secondly,the PEST and the five-force model are analyzed for the international and domestic wind power market,thirdly,this paper constructs SWOT competitiveness analysis model of JCNE and the target market forecasting model,and predicts future market capacity of the 2MW units in domestic IV class wind resource area,finally,it analyzes the customer demand level and puts forward the quantitative evaluation system of customer satisfaction,which provides strong support for the implementation of customized marketing solutions.