A公司光伏电池组件中国市场营销策略研究
发布时间：2018-09-17 06:41
【摘要】：光伏产业已经成为中国重要的出口产业。以2011年30GW的全球安装量计算，如果50%的组件产品来自中国，单价1.2USD/W，则出口规模达到180亿美元，这还不包括硅片、电池片、支架、逆变器等相关产品。从就业规模来看(1GW产能需要8000-10000人),可以解决就业人数达到12-15万人。根据能源规划，到2015年光伏组件累计安装量不少于21GW。以2012年累积安装量7GW计算，剩余三年年均安装量不少于4.6GW。从行业调研了解到，2015年的累积装机甚至有机会达到50GW，未来三年年复合增长率接近100%。2013和2014年由于海外贸易壁垒的影响，预计国内将不断推出新的支持政策以应对中国国内光伏行业的困境。 本文以A公司为参考，提出了外资企业在中国光伏市场的营销策略。A公司背景是跨国企业，总部位于台湾。2010年在中国天津投资建厂，主要从事光伏产品的制造和销售。本文阐述目前A公司中国市场的营销模式，并通过SWOT理论对A公司的竞争环境进行了整体分析。通过STP战略分析，，4P的产品营销策略分析提出了A公司目前中国市场营销策略中存在的问题，并详尽提出了A公司中国市场的营销策略的调整建议。
[Abstract]:Photovoltaic industry has become an important export industry in China. If 50 percent of the components come from China at a unit price of 1.2 USD / Ws, the export volume will be $18 billion, excluding silicon wafers, battery chips, stents, inverters and other related products, according to 30GW's global installation volume in 2011. In terms of employment (1GW capacity needs between 800 and 10, 000 people), it can handle 12 to 150, 000 jobs. According to the energy plan, by 2015, the cumulative installation of photovoltaic modules is no less than 21 GW. Based on the cumulative installation amount of 7GW in 2012, the average annual installation amount of the remaining three years is not less than 4.6 GW. According to industry research, there is even a chance that the cumulative installed capacity in 2015 will reach 50 GW, and that the combined annual growth rate in the next three years will be close to 100. 2013 and 2014, due to the impact of overseas trade barriers. China is expected to continue to introduce new support policies to deal with the plight of China's domestic photovoltaic industry. Based on the reference of company A, this paper puts forward the marketing strategy of foreign enterprises in China's photovoltaic market. The background of company A is a multinational enterprise, whose headquarters is located in Taiwan. In 2010, it invested in Tianjin, China to build a factory, mainly engaged in the manufacture and sale of photovoltaic products. This paper expounds the marketing mode of A Company in China, and analyzes the competition environment of A Company by SWOT theory. Through the product marketing strategy analysis of STP 4P, this paper puts forward the problems existing in A company's current marketing strategy in China, and puts forward in detail some suggestions for the adjustment of A company's marketing strategy in China.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.61
本文编号：2245035
[Abstract]:Photovoltaic industry has become an important export industry in China. If 50 percent of the components come from China at a unit price of 1.2 USD / Ws, the export volume will be $18 billion, excluding silicon wafers, battery chips, stents, inverters and other related products, according to 30GW's global installation volume in 2011. In terms of employment (1GW capacity needs between 800 and 10, 000 people), it can handle 12 to 150, 000 jobs. According to the energy plan, by 2015, the cumulative installation of photovoltaic modules is no less than 21 GW. Based on the cumulative installation amount of 7GW in 2012, the average annual installation amount of the remaining three years is not less than 4.6 GW. According to industry research, there is even a chance that the cumulative installed capacity in 2015 will reach 50 GW, and that the combined annual growth rate in the next three years will be close to 100. 2013 and 2014, due to the impact of overseas trade barriers. China is expected to continue to introduce new support policies to deal with the plight of China's domestic photovoltaic industry. Based on the reference of company A, this paper puts forward the marketing strategy of foreign enterprises in China's photovoltaic market. The background of company A is a multinational enterprise, whose headquarters is located in Taiwan. In 2010, it invested in Tianjin, China to build a factory, mainly engaged in the manufacture and sale of photovoltaic products. This paper expounds the marketing mode of A Company in China, and analyzes the competition environment of A Company by SWOT theory. Through the product marketing strategy analysis of STP 4P, this paper puts forward the problems existing in A company's current marketing strategy in China, and puts forward in detail some suggestions for the adjustment of A company's marketing strategy in China.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.61
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