Research On Marketing Strategy Optimization Of CPHOTOVOLTAIC CO.,Ltd.

As one of the important photovoltaic enterprises,ch photovoltaic Co.,Ltd.is mainly engaged in the production of photovoltaic glass.At present,the market share of photovoltaic glass produced by CH Company accounts for 8%,ranking among the top five in the industry.From the development stage of the enterprise,CH Company is a follower of the market.It is precisely because in the market,CH Company is a follower of the market,which causes the enterprise to be in a weak position in product pricing.It can only follow the price changes of its peers and lack of core competitiveness,so as to ensure that the enterprise can have greater product pricing power.In this context,this paper studies the company’s marketing strategy,analyzes the problems existing in the implementation of its internal influence strategy,and puts forward specific plans and suggestions for the optimization of marketing strategy.In the research process,firstly,through the analysis of the internal and external environment of CH Company and combined with SWOT analysis method,it is found that the current enterprise is in a period of development opportunities.In the choice of marketing strategy,we should avoid positive competition with "duopoly",make good use of the current policy opportunities and their own advantages,and adopt differentiated marketing strategies.Secondly,from the perspective of CH Company’s marketing strategy diagnosis,this paper analyzes the problems existing in CH Company’s marketing strategy from the aspects of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and tangible display strategy,and combs the main problems existing in the current marketing strategy.Finally,based on the 7PS theory and the analysis of internal and external environment,this paper puts forward some suggestions on the optimization of CH Company’s marketing strategy.For example,in terms of product strategy improvement,it is proposed to pay attention to brand construction and strengthen new product development.In terms of price strategy improvement,it is proposed to implement differentiated market prices,reduce costs and increase pricing power.In terms of channel strategy improvement,it is proposed to expand diversified sales channels and reduce channel maintenance costs.In terms of promotion strategy improvement,it is proposed to enrich the online promotion content and methods.In terms of personnel strategy improvement,it is proposed to optimize the employee structure,improve the service awareness of sales personnel,and retain employees based on people.In the aspect of process strategy improvement,it is proposed to standardize the pre-sales service behavior,improve the timely delivery ability of orders and improve the after-sales rapid response ability.In the improvement of tangible display strategy,it is proposed to greatly improve the tangible display of enterprise products and corporate image.Therefore,the research results of this paper can provide some guidance and reference significance for the implementation of marketing strategy of CH Company.At the same time,for photovoltaic enterprises,it can also provide some ideas for their marketing strategy analysis and marketing strategy optimization.