乐凯太阳能电池背膜市场营销战略

发布时间：2018-03-27 09:59

本文选题：太阳能　切入点：太阳能电池　出处：《河北大学》2013年硕士论文

【摘要】：伴随着时代和科学技术的进步，绿色环保型能源成为人类研究的重点。太阳能作为一种取之不尽，用之不竭的能源，在世界各国正被大量的开发和利用。太阳能电池是一种新型的能源装置，它可以利用太阳的光电效应把光能直接转化成电能，具有永久性、清洁性、灵活性三大优点。本文所研究的太阳能电池背膜是太阳能电池组件的重要组成材料，位于太阳能电池组件背面的最外层，在户外环境下起到保护太阳能电池组件不受水汽侵蚀的作用。进口品牌控制着我国国内的太阳能电池背膜市场，加之我国的太阳能电池背膜行业大品牌格局的确定，都对乐凯品牌战略造成了挤压，使得正在积极转型中的乐凯遇到了强大的阻力。一个企业要在竞争激烈的市场中脱颖而出并具有持久的竞争优势，就要适应市场环境变化，准确而有效的把握机遇和商机，这必须对产品所在的行业进行深度分析并做出明确的营销战略。本文从营销战略的基本理论出发，应用EFE矩阵、IFE矩阵、SWOT矩阵、QSPM分析等分析模型和方法，结合目前整个太阳能电池背膜行业与乐凯公司的现状，对乐凯太阳能电池背膜的营销战略进行研究，，从而确定适合乐凯公司的战略定位，为乐凯太阳能电池背膜的下一步工作，明确了发展的方向。
[Abstract]:With the progress of the times and science and technology, green environmental protection energy has become the focus of human research. Solar energy as an inexhaustible energy, Solar cells are a new type of energy device, which can convert light energy directly into electric energy by using the photovoltaic effect of the sun. It is permanent and clean. The solar cell back film studied in this paper is an important component of the solar cell module, which is located at the outermost layer on the back of the solar cell module. Protect solar cell modules from water vapor erosion in outdoor environment. Import brands control the domestic solar cell back film market, coupled with the determination of the large brand pattern of the solar cell back film industry in China, all of which have created a squeeze on the Lecai brand strategy. So that the positive transformation of Lecai encountered a strong resistance. If an enterprise wants to stand out in a highly competitive market and has a lasting competitive advantage, it must adapt to the changes in the market environment and grasp the opportunities and business opportunities accurately and effectively. This requires an in-depth analysis of the industry in which the product is located and a clear marketing strategy. Based on the basic theory of marketing strategy, this paper applies EFE matrix and SWOT matrix and QSPM analysis model, and combines the current situation of the whole solar cell back film industry and Lecai Company. This paper studies the marketing strategy of Leckay solar cell back film, so as to determine the strategic position suitable for Leckay solar cell back film, and make clear the development direction for the next step work of Lecai solar cell back film.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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