A Research Of Marketing Strategy Of Heraeus PV Company

Under the support of Chinese Government policy,China PV industry has developed rapidly from 2013 to 2016,four consecutive years of China photovoltaic new capacity ranks first of the world.And also unprecedented global PV market is more than 100 GW installation in 2017.But with 531 policy being born in 2018,Post-photovoltaic era is coming.After this round of industrial baptism,each industry chain will usher in the era of oligopoly.Customers will be more and more concentrated,the capital requirements of the new technology will be higher and higher.Today localization of photovoltaic materials is high increasingly,how to win a place in the fiercely competitive PV materials market is a question for every photovoltaic material provider to think aboutThis paper studies and analyzes the product line distribution and marketing strategy of Heraeus in Chinese market.The first chapter mainly introduces the general structure of the article and the related thinking of writing analysis.The second chapter introduces various analysis theories and analysis tools used in this paper.In chapter 3 and chapter 4,through the analysis of the internal environment and external environment of Heraeus PV,the distribution of Heraeus PV products in various industrial chains in the industry was first introduced in the relevant analysis process,and the relevant market conditions in each industrial chain and the relevant information of competitors were highlighted as the analysis focus.Identify current problems,including reasons for high company costs,strengths and weaknesses of the company and competitors.By using SWOT analysis,porter's five forces model analysis method and Boston matrix analysis method,the marketing status and main product line characteristics of Heraeus PV were analyzed,and the current market environment and internal problems faced by the company were clearly understood.In chapter 5,the life cycle of main products of Heraeus PV is divided according to marketing theories and product life cycle theory.According to the different life cycle of products developed the corresponding marketing strategy.In order to guarantee the implementation of the marketing strategy in place,chapter 6 gives some guarantee measures for the implementation of marketing strategy.It has certain guiding significance for the company to adapt to the fierce competition environment and the sustainable development of the company in the future.