A Study Of The Marketing Strategy Of Flat Plate Solar Water Heater At A Company

Solar energy is a clean,environmental friendly renewable energy,which can provide a green and sustainable solution for building energy consumption.According to statistics,China is the world's largest producer of solar water heaters.In 2016,the solar collector system has reached 463.6 million square meters?324520 MWth?,which is equivalent to saving 503.55million tons of standard coal and 13994 GWh of electricity^[1].With the promotion of urbanization and the vigorous promotion of“the 13th Five-Year Plan of Building Energy Conservation and Green Building Development”of the Ministry of Housing and Construction,the application of flat plate solar water heaters in the urban market has developed rapidly.With the development and change of marketing environment,the market of solar water heater has also undergone tremendous changes.At present,there is a relative lack of research on marketing strategy of solar water heater in the new environment.In this paper,company A is selected as the research object,and the marketing strategy of flat plate solar water heater in domestic market is studied by using the methods of literature research and interview.Through interviews,we find out the problems in the marketing of flat plate solar water heater in Company A.The problems in marketing strategy are as follows:the boundaries between market segments are not clear;the target market selection is too narrow;and the brand value is not prominent.The main problems of marketing mix strategy are:insufficient product competitiveness;lack of price competitiveness;slow growth of channel capacity and poor promotion effect,etc.At the same time,this paper analyses the causes of these problems,and puts forward corresponding optimization suggestions by STP and 4P.This paper believes that company A should make a more in-depth market segmentation in the marketing of flat plate solar water heaters,and fully evaluate each market segmentation.Combining the resources,objectives,advantages and capabilities of the enterprise,the company should make a proper selection of target market and market positioning,and then formulate corresponding marketing mix strategies that fit the target market and market positioning.Considering the characteristics of industrial product marketing,we should pay attention to product quality and brand value,and combine Internet thinking to carry out product innovation and marketing promotion innovation.This will have practical significance for the marketing management of Company A,and it will have certain reference significance for other solar water heater enterprises.