Research On The Optimization Of PV Module Marketing Strategy Of TS Company

With the rapid development of the global economy,the development and utilization of renewable energy sources such as wind,sun and microorganisms are widely favored.However,as more and more companies join the solar pv industry,the competition of pv module products becomes more and more fierce.In addition,the upstream raw materials continue to rise in price and government subsidies decline,so does the profit of pv enterprises.Photovoltaic components to help enterprises improve product competitiveness,based on TS company as an example,based on the STP and 4 p theory,understand its photovoltaic component product marketing status quo,on the basis of in-depth analysis of its internal and external marketing environment faces,clear the advantages and disadvantages of the product competition,and then based on the enterprise development strategy,and the characteristics of the products,the product market segmentation and target market,selected corresponding photovoltaic modules of TS company marketing strategy to optimize and improve the existing products.The research findings are as follows :(1)the current marketing strategies of TS photovoltaic module products are not clear enough in market positioning and targeted enough in product strategy.Channel strategies are mainly carried out through direct sales,and channel strategies mainly rely on personnel promotion.(2)the photovoltaic industry are highly attention,and the development of the national policy vigorously support,good economic environment,high recognition from all walks of life,the internal technology constantly improve,photovoltaic industry faces a good macro environment,and relatively few potential entrants,photovoltaic components industry science and technology progress has also led to some upstream suppliers bargaining power,photovoltaic modules but TS company product downstream consumer bargaining power is strong,alternative products,faces fierce competition,and other leading enterprises in the industry as a whole industry competition pressure is not trivial;(3)through the market segmentation and market positioning,TS company choose distributed photovoltaic power station and BIPV market as target market,at the same time,from the aspects of product,price,channel and promotion,optimize the current marketing strategy,in addition,this article also from the system,human and technical support and the protection measures to promote the marketing strategy to carry out the implementation.Based on TS company as the research object,this paper from the theory combined with the feature of photovoltaic products industry,macro environment,industry competition,product such as the advantages and disadvantages in the actual situation of TS photovoltaic component products of the company of the current marketing strategy,and carries on the optimization and improvement,in order to help TS company profits,promoting the development of photovoltaic industry healthy and rapid.This study not only expands the application scope of STP and 4P theory,but also provides guidance for pv module product marketing.