Marketing Strategy Research Of S Solar Group Company

With the rapid development of the economy,the development of Chinese enterprises has stepped into the fast lane.The enterprise should continue to update the marketing strategy and concept to enhance the competitiveness of the market,so that it can be developed in the fierce competition environment.At the same time,as the energy crisis is becoming more and more prominent,environmental pollution and other problems are increasing,which has brought great opportunities for the development of solar light and heat industry.In recent years,began to change in the government's strong advocacy and support of China's energy structure,development and utilization of the traditional fossil energy gradually into the new energy,especially the national attention on the application of solar energy,the solar energy industry has experienced rapid development in our country.However,after the rapid development of solar thermal industry,it also experienced the baptism of financial crisis and the decline of solar thermal industry,and the development of solar thermal industry is difficult.How to reposition the market,improve the marketing strategy and marketing strategy of enterprises,give full play to the advantages of enterprises,and get sustained development power has become the most urgent problem at present.S solar group was first set up in 1987 as the Solar Energy Research Institute of the Energy Research Institute of Shandong Academy of Sciences.At present,S Solar Group has laid out six major production bases throughout the country.The company has a rich series of products,including household vacuum tube solar,balcony wall hanging plate solar and solar energy engineering combined box and so on.It has more than 800 high-quality agents and distributors.After sale and after-sales service,the county level and township three level network is sound,and the product quality is cost-effective.It has a good reputation in the customer base.As a company with a 30 year history of the ingenuity of brand-name enterprises,to provide customers with high-quality products and perfect service for the purpose,through continuous technological innovation,is committed to become a leader in green energy.This paper has thirty years history of the development of well-known enterprises S solar group company as the research object,based on the basic theory of marketing and related knowledge as the basis,using PESTEL model,five forces model of competition and SWOT analysis tools,the company's internal and external environment for scientific and comprehensive analysis,summarizes the current situation of marketing management,analysis the company's internal strengths and weaknesses,external opportunities and challenges faced by the marketing strategy to choose,then redesign the marketing strategy.Finally,it puts forward the implementation guarantee of the marketing strategy and strategy of the company.The reason why I adopted the 6Ps marketing theory is mainly based on my work experience over ten years and the realistic problems of the survival and development of solar thermal and thermal enterprises in the current social development environment.The solar thermal industry itself is a grassroots industry,many industry norms is still not perfect,fake and shoddy products are not radical;there are many uncertain factors,with uncertainty on the possible negative impact on public relations,crisis management related to the survival of an enterprise.For example,the quality problems of the counterfeit S brand products have been exposed to the media and have a great negative impact on the enterprises.In addition,solar energy products have the characteristics of one-time investment,that is,consumers have larger investment cost in the early stage.Without government policy guidance and support,it is difficult for enterprises to expand the market.In this sense,political power strategy concerns the sustainable development of enterprises.Therefore,I believe that in addition to the traditional 4P marketing strategy,solar energy enterprises should also pay attention to the importance of public relations strategy and political power strategy to the survival and development of enterprises.