Research On Experience Marketing Strategies Of Distributed Photovoltaic Enterprise Named Z

Chinese photovoltaic industry starts lately.Besides,it starts from a low base.Industrial technology is advanci ng day after day and product cost keeps falling down.A nd photovoltaic market share is constantly increasi ng.Due to i nfluence of such factors,photovoltaic industry environment is becomi ng sinister.Total demand is weakening.Products are unsalable.Prices are di ving dramatically.Enterprises’ expectation for the above is i nadequate.Some suspending production is at a loss.Z distributed photovoltaic enterprises are affected by the big environment,and their profits are also decreasing.Therefore,they gradually focus their business strategies on the direction of experience marketing.According to the busi ness strategy of Z distributed photovoltaic enterprise,the research on experiential marketing i n this paper has great practical significance.Marketi ng strategy of distributed photovoltaic industry has different research focuses at home and abroad.In C hina,most scholars or experts think about project development from the perspective of power station users and comprehensi vely consider project feasibility,such as yield and fi nancial support,rather than price.From the perspecti ve of marketi ng strategy advice,pay attention to market marketi ng,take the customer as the center to think and solve problems at present,enterprises should strengthen the user research,to provi de excellent products and high quality marketing solutions,and to disti nguish between customers,grid and off-grid customers,industry and enterprise customers,such as market segmentation,the network marketi ng,sales force management,focus on customer satisfaction and so on,also is the domestic photovoltaic marketing point of current concern;From the perspecti ve of foreign countries,scholars focus on policy support and technical solutions in various countries,and pay less attention to marketing than domestic ones.In foreign countries,experience marketing appeared earlier,and the IT i ndustry is the pioneer of experience marketing,represented by Microsoft,HP,Apple,Samsung and SONY.E xperience marketing is mainly customer-centric,emphasizi ng the emotional changes of customers i n the experience process,while transmitting certain values,and experienci ng shopping process for split research,emphasi zing the joy obtai ned in the shoppi ng process.Scholars on the relation between experience marketing and customer word-of-mouth has also more attention,that word of mouth in the formation of consumer’s decision-maki ng behavior and attitude orientation plays a very important role,transmitted by word of mouth is defi ned as "informal communication" rather than just verbal communication,and word of mouth is "between consumers about suppliers and/or other product/service characteristics of informal communication,can be positive or negati ve".In C hina,major brand businesses have carried out experience marke ting,successively establishing the tonality of the brand and raising the selli ng price or maintai ning the high price.Especially,the hot sales of apple products,especially the iphone series,stimulated the enthusiasm of consumers and aroused the attention of enterprises."experience marketi ng economy" was also proposed.The mai n marketing strategies and measures proposed by scholars focus on the value of loyal customers to wi n more repeat customers;Replace price competition with value competition,take customer experience as the core,and deliver product value appeal and brand tonality;Marketi ng customi zation strategies based on users’ personali zed needs can meet the needs of different customers,different levels and different ages,and even products can be customi zed.Based on the internal marketing strategy of the enterprise,acquire i nternal wisdom by means of brainstorming,and develop the experience marketi ng strategy from the inside out;Network marketing strategy based on modern information techno logy is not limited to traditional marketing,marketing and other marketing strategies.This article conclusion,points out that according to the fi ve aspects of strategy,puts forward ten measures,Sensory marketi ng strategy focuses on five senses to create sensory experience,store experience and product experience;Emotional marketi ng strategy emphasi zes touching the inner feeli ngs of consumers in the process of marketing,satisfying their emotional needs,and proposing participation experience and service experience.The thi nking marketing strategy mainly realizes the creati vity to enable the consumer to understand and solve the problem,proposes the appraisal experience and the study experience;The action type marketing strategy is to change the consumer’s life style to reali ze the product sale,proposes the promotion experience and the merchant attraction experience;Relevance marketi ng strategy can also be combined marketing,emphasi zing customi zed marketing ideas,and putting forward brand experience and case experience.A nd refi nement as the correspondi ng executable steps,has been clear about the execution process,the responsibilities of each function department in the company organization structure,effectively made up for the vacancy of distributed photovoltaic industry marketing strategy,both for Z distributed photovoltaic enterprises brings new change of the market,and can bring a little warmth,stormy i ndustry to enhance the confidence of the photovoltaic(pv)practitioners.