Research On Photovoltaic Product Marketing Strategies For Jilin Of Thin Film Solar Technology Co.,Ltd.

The photovoltaic industry is one of the industries that are heavily influenced by the policy.At the beginning of the development,the state strongly supported it.On May 31,2018,the state tightened the control of subsidies for photovoltaics,and restricted the two aspects of controlling subsidies and construction scale.The entire market lost its vitality.The major manufacturers adopted price reduction measures to clear inventory and reduce risks..Hanergy's PV products market has also suffered a huge impact.For the Jilin Province market,after four years of development,there are some problems in the current development market.The release of the 531 policy has made it trapped in internal and external troubles.How to develop the current sales strategy and maintain the sales share of the Jilin Province market is of great significance.This paper takes the sales strategy of Hanergy Photovoltaic Products in the Jilin Province market as the research object,and combines the author's personal work experience and enterprise related data to analyze the problems of the market in terms of products,prices,channels,promotions and after-sales,and finds that the product supply is unstable,the price is high,the distribution network is not well managed,the promotion policy lacks flexibility and pertinence,and the after-sales service is not timely.Secondly,the current market environment is analyzed from both macro and micro aspects.The macro aspect uses the PEST analysis method to analyze from the four dimensions of politics,economy,society and technology;the micro aspect analyzes from the photovoltaic market environment,intra-industry competition,market operation and customers.On this basis,the SWOT analysis method is used to refer to the external opportunities and threats at the emergence stage and the internal strengths and weaknesses of the company,and then determine that the SO strategy should be adopted,that is,to take advantage of its own technological advantages and seize the national overall energy strategic layout.Opportunity,stabilize the existing Jilin Province product market,promote the promotion of BIPV,and break through the current stalemate by broadening the width of the product line.After the basic strategy is determined,for this strategy,market segmentation,target market determination,and market positioning will be carried out in turn according to the STP strategy.Finally,based on the 4P marketing theory,the current marketing mix strategy is proposed from the four dimensions of product,price,channel and promotion.At the same time,it needs to provide guarantee for the implementation of marketing strategy from four aspects: product,market support,after-sales service and enterprise system.At present,the photovoltaic industry is undergoing a huge adjustment of policies.The industry is overcapacity,and the market has lost its vitality.It is hoped that through the research of this paper,it can help the development of Hanergy's Jilin Province market,and other similar situations has reference significance.