DY光伏公司外贸营销策略研究

发布时间：2018-05-17 23:41

本文选题：双反调查 + 产能过剩　；参考：《中国石油大学（华东）》2013年硕士论文

【摘要】：光伏产业是战略性新兴产业。发展光伏产业对调整能源结构、推进能源生产和消费方式变革、促进生态文明建设具有重要意义。目前中国已成为世界上最大的光伏产品生产基地，但原材料、技术和市场“三头”在外，使得国内光伏市场在接踵而至的“欧债危机”与美国，欧盟“双反”的形式下迅速陷入低迷状态，大部分企业都面临亏损，纷纷被合并或者关闭，，整个行业面临重新洗牌的严峻形式。DY光伏公司也未能幸免，2011年开始出口额大幅下降，企业受到前所未有的重创。本文就是在这个背景下讨论DY光伏公司的营销战略。本文引入4Ps，4Cs以及战略营销理论，通过市场调查，首先，对DY光伏公司外贸营销现状进行分析，找出公司面临的问题，并分析了公司股权转移前后总体的运营情况。文章详细介绍了DY光伏公司的股权结构，人员构成以及最近3年的出口情况。然后对公司外部，内部营销环境以及行业环境进行分析。揭示出光伏公司受世界政治经济环境以及各国政策影响巨大的现实。运用SWOT战略分析模型列出了公司的优势，劣势，机会，威胁，从而得出了DY光伏公司的外贸营销策略。本文采用了STP营销策略，进行市场细分，目标市场，市场定位策略，以及营销策略组合：价格策略，产品策略，渠道策略以及促销策略。在DY光伏公司今后的总的营销策略方针，针对不同市场的不同特点，提出实施差异化的市场营销策略。文章最后列出了DY光伏公司营销策略实施的保障措施以及需要注意的几个问题：不断技术创新，降低成本，规避产能过剩引起的价格战，以及积极应对来自美国和欧盟的双反调查。同时，也提出了积极寻找开发新市场的方案。
[Abstract]:Photovoltaic industry is a strategic emerging industry. The development of photovoltaic industry plays an important role in adjusting the energy structure, promoting the transformation of energy production and consumption, and promoting the construction of ecological civilization. At present, China has become the largest photovoltaic production base in the world, but the raw materials, technology and market are "three ends", which makes the domestic photovoltaic market come to the "European debt crisis" and the United States one after another. Under the form of "double opposition" of the European Union, the EU is rapidly in a state of depression. Most enterprises are facing losses, have been merged or closed, and the entire industry is facing a severe form of reshuffle. DY photovoltaic companies have not been spared, and the export volume began to drop sharply in 2011. Businesses have been hit hard as never before. This article is under this background discusses the DY photovoltaic company's marketing strategy. This paper introduces 4Psf4Cs and strategic marketing theory, through market investigation, firstly, analyzes the current situation of DY photovoltaic company's foreign trade marketing, finds out the problems faced by the company, and analyzes the overall operation of the company before and after the equity transfer. The paper introduces DY photovoltaic company's ownership structure, personnel structure and export situation in the last three years. Then the external, internal marketing environment and industry environment are analyzed. It reveals the fact that photovoltaic companies are greatly influenced by the world political and economic environment and the policies of various countries. The advantage, disadvantage, opportunity and threat of DY photovoltaic company are listed by using SWOT strategic analysis model, and the foreign trade marketing strategy of DY photovoltaic company is obtained. This article adopts STP marketing strategy, carries on the market segmentation, the target market, the market positioning strategy, as well as the marketing strategy combination: the price strategy, the product strategy, the channel strategy and the promotion strategy. In the future DY photovoltaic company's general marketing strategy, according to the different characteristics of different markets, put forward the implementation of differentiated marketing strategy. Finally, the paper lists the safeguard measures and some problems that should be paid attention to in the implementation of DY photovoltaic company's marketing strategy: constantly innovating technology, reducing cost, avoiding price war caused by overcapacity, And actively respond to double-counter investigations from the United States and the European Union. At the same time, also put forward actively to find new market development program.
【学位授予单位】：中国石油大学（华东）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.61;F274

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