Research On Marketing Strategy Optimization Of GCL's Full-melt And High-efficiency Crucible Products

With the rapid development of the global economy,existing energy sources can no longer meet the growing needs of people,and it is urgent to develop new and renewable energy sources to resolve the energy crisis.As a renewable energy source,photovoltaic solar energy has successfully attracted people's attention and is widely used in photovoltaic power generation systems,and it has a considerable development prospect as China's leading energy source.Since the quartz crucible is an indispensable consumable in the ingot casting process,the rise of the quartz crucible industry originated from the continuous growth of the photovoltaic industry.However,with the decline in cost advantages and the expansion of the industry's production scale,competition in the industry has intensified,resulting in increasingly fierce competition in the crucible industry.Facing the challenges of many competitors with capital and scale,as a quartz crucible manufacturing company,how to formulate a full-melt and efficient crucible marketing strategy to win market competition is a problem that GCL needs to solve urgently.This article is based on 4PS marketing theory and STP marketing theory,using literature research method,questionnaire survey method,marketing tool analysis method and empirical analysis method,taking GCL's full-melt and high-efficiency crucible product marketing strategy as a specific example for empirical research,and Insufficient product innovation ability and product mix,unclear brand communication positioning,lack of flexibility in pricing methods and weak price competitiveness,unreasonable organizational structure of the company,outdated sales channels,single product promotion methods,and lack of professionalism In-depth research has been carried out on marketing personnel and inadequate incentive mechanisms and other marketing strategies.At the same time,it combed and analyzed the macro environment,industry environment and internal resources and capabilities of GCL's full-melt high-efficiency crucible.And use SWOT analysis method to analyze the advantages,disadvantages,opportunities and challenges currently faced by GCL,and indicate the direction for the optimization of marketing strategy.Combined with STP theory,market segmentation of GCL's full-melt high-efficiency crucible,selection of target market and optimization of market positioning.With the help of 4PS theory,it proposes the optimization plan of GCL's all-melting high-efficiency crucible marketing strategy from the aspects of product strategy,price strategy,channel strategy,and promotion strategy,and proposes to build the company's marketing team,improve the team building,strengthen talent training,enhance product competitiveness and continuous Guarantee measures to innovate and strengthen the technical advantages of the four major marketing strategy optimization programs.The basic conclusions of this article are as follows:First,by formulating marketing strategy optimization programs and implement safeguards,the company's organizational structure was improved,and a marketing department was established to enable it to focus on business relationship maintenance,market development,and product sales,greatly improving the efficiency of marketing strategy execution.Second is to analyze the marketing environment of GCL's full-melt and high-efficiency crucible,so that companies can clearly understand the company's problems in products and marketing strategies,and then need to continuously enhance product competitiveness,continuous innovation and strengthen technical advantages.The third is to help the company to expand product sales,expand market space,improve the company's operating efficiency,and provide ideas for the company's sustainable development by formulating GCL's full-melt high-efficiency crucible marketing strategy optimization program and safeguards.The main significance of the research in this article includes: first,helping companies improve sales performance,further consolidating and expanding competitive advantages;second,providing ideas for sustainable development and improving internal management;third,providing for the development of other quartz crucible companies in the industry for reference.The paper has 14 pictures,13 tables,and 81 references.