Research On Marketing Strategy Of Xi'an Solar Power Co.,LTD

Today,China has become the world's largest solar photovoltaic industry base,which is the vigorous development of solar photovoltaic industry in the spring.However,opportunities and challenges coexist,as a photovoltaic manufacturing enterprises,how to win market competition,Xi'an Electric Power Co.,Ltd.is facing an important and urgent issues.Xi'an Solar Power Co.,Ltd.has two major industrial bases,located in Xi'an,Shaanxi and Qinghai Xining,enjoy the extremely favorable geographical conditions.The company's goal is to establish the main group of photovoltaic industry chain,so the degree of market is not high.To survive in this increasingly complex photovoltaic industry market,you must break the self-sufficiency,self-produced business model,to the market direction.In this paper,Xi'an solar energy company as the background,on the development of photovoltaic industry at home and abroad,summed up the previous scholars in this area of research results.Before the start of the paper,the author entered the solar energy company internship,the purpose is to understand the specific aspects of the company's marketing,for the back of the study to provide practical basis for the first chapter of this article on the development of solar photovoltaic industry background and research significance to do a detailed discussion,Research purpose and research methods.The second chapter summarizes and thinks about the theoretical literature,analyzes the differences between 4P and 4C marketing strategies,and summarizes the development of STP theory and marketing environment analysis theory.The third chapter,the author of Xi'an Solar Company's corporate information as a detailed description of the ownership structure.Personnel composition and nearly three years of market conditions,after the analysis of the status of marketing,mining companies appear in the stage of marketing problems.The fourth chapter analyzes the macro and micro environment of the company,and then uses the SWOT model to list the advantages,disadvantages,opportunities and threats of the company.This paper adopts the 4P marketing strategy combination: price,product strategy,channel and promotion strategy to the enterprise.The strategy of using the 4P marketing strategy is as follows: the price,the product strategy,the channel and the promotion strategy to the enterprise.Marketing strategy for adjustment and improvement In order to take the first step in the market,first of all for its main target market,the implementation of centralized marketing,to take a specific production of specific sales methods,open the market door.The last chapter lists the security measures implemented by Xi'an Solar Company strategy and several problems that need attention: continuous technological innovation,attention to personnel training,adhere to the integrity of business at the same time,also made a positive search for the development of new markets program.In general,this paper combines the knowledge of marketing theory with the practical experience of Xi'an Solar Power Co.,Ltd.,and puts forward the marketing strategy suitable for the development of PV industry and the specific implementation of safeguard measures,with strong pertinence and operability,Xi'an solar energy companies to cope with the increasingly fierce competition in the photovoltaic industry,to enhance the competitiveness of enterprises has a positive guiding significance.Which provides the decision-making basis for the actual management of other large,medium and small enterprises in the industry.