Study On Marketing Strategy Optimization Of E Photovoltaic Silver Paste Company Under The Background Of "Carbon Neutrality"

In recent years,with the gradual emergence of the harm of "greenhouse effect",human has set off a campaign to cool the earth.The 14th Five-Year Plan proposed in 2021 proposes to vigorously increase the scale of wind power and photovoltaic power,and raise the proportion of non-fossil energy in total energy consumption to about 20%.Photovoltaic cell is the most important key device in photovoltaic module,photoelectric conversion efficiency is an important index to measure the cell.Photovoltaic silver paste,as the electrode material for aggregating current,ranks the second in the cost of the battery,which directly affects the efficiency.With the development of photovoltaic industry,photovoltaic silver paste enterprises also develop.E Company has shown a sales growth trend for many years,but its market share has declined in the past two years.E Company needs to re-examine itself in order to reshape the rising trend of market share.This thesis takes Company E as the research object,combines expert interview method,customer questionnaire survey method,and uses PEST analysis method,SWOT model analysis method,STP and 4P marketing mix theory.Firstly,the prospects of the photovoltaic industry were analyzed,and the advantages and disadvantages of E Company were found out based on the internal and external environment.WO twisting strategy was selected to complement the weaknesses,so as to lay a solid foundation for giving full play to its advantages.Then the process of user evaluation materials and the concerns of each stage are listed through the expert interview,and the questionnaire is designed by combining the 4P marketing theory.In addition,the survey was conducted on the top ten manufacturers of photovoltaic cell production capacity.The respondents,as the committee members of new material introduction and end users,had a key influence on the selection and judgment of materials.The questionnaire was collected and analyzed to sort out the shortcomings of photovoltaic silver pulp Company E in product,price,channel and promotion,and put forward suggestions for optimization.The deficiencies of E company in 4P.Product differentiation is not fully utilized,innovation is insufficient,and positioning accuracy is not good;The price is more strict than the trade period,pricing is not competitive;In terms of channels,the supply chain management is not perfect,the delivery cycle is long,the channel type is traditional,and the business ability of sales front-line personnel needs to be strengthened;Promotion activities are relatively simple,lack of public relations management.In view of these deficiencies,the thesis puts forward a targeted optimization scheme.For example,in terms of products,we will comprehensively improve service innovation,make full use of product differentiation,and use big data to help product optimization.In terms of price,product mix pricing strategy is used;Channel optimization of supply chain management;Promotion aspects pay attention to public relations management.