Research On Consumer PV Marketing Strategy For CMIG New Energy Group

The last a few years saw a rapid development of photovoltaic technology.Nowadays,the photovoltaic products are no longer confined to above-ground power station.More and more photovoltaic products gradually appear on distributed roof of many families.The market for consumer photovoltaic products boasts tremendous potential.However,photovoltaic products have encountered numerous difficulties on account of some features of itself as well as economic,social and many other external factors.The pain spot of market is very obvious.The excessive purchase cost borne by customers,confusion between product and brand,financing difficulty that troubles channel distributor,non-objective information for user's cognition,difficulty in followup of late operation and maintenance as well as some other problems emerging in promotion of consumer photovoltaic system significantly restrict its popularity among vast family users.Firstly,in the way of thinking,the thesis analyzed the market to find the problem,and then analyzed the problem and found the cause,then solved the problem one by one according to the mature theory.Meanwhile,designed related supporting systems.Finally raised the research conclusion and summarized the practical significance of the research.The thesis is focused on marketing of consumer photovoltaic system.Took CMIG as the subject of analysis,analyzed the internal facts,strength and weakness and the external facts,opportunity and threaten,according the history of CMIG's efforts on consumer photovoltaic system,made key interview to different industry roles,searched for reasons.And then adopted STP theory to explore into the segments of the entire market and identified target market,and introduced 4P theory to analyze the characteristics of consumer photovoltaic system in terms of products,prices,channels and promotion,and found solutions.Finally,elaborated on and studied the key factors of customer relation management and proposed the strategy for implementation.Eventually,strategy for implementation in product cycle and differentiation of household photovoltaic system,staff of marketing team,and capital for implementation were designed to guarantee the entire marketing strategy can be carried out.This thesis borrowed the experience of other industry to link up all aspects of consumer photovoltaic system through analysis and research.So a complete effective development pattern was created finally to attract more resources to join the consumer photovoltaic industry and drive it forward rapidly.Consumer photovoltaic as home appliances and without subsidies have become a trend.The research not only paves a way for a very operable innovative approach for CMIG to market consumer photovoltaic products,but also creates a sustainable all-win business pattern.The specific concepts and strategy for implementation have great implication for other enterprises dedicated to this market.Meanwhile,it is likely to significantly promote the development of market for consumer photovoltaic product,in an effort to open the door for clean energy to consumption market while enabling more family users to have access to a new return on investment tool.