【摘要】：光伏產(chǎn)業(yè)已經(jīng)成為中國重要的出口產(chǎn)業(yè)。以2011年30GW的全球安裝量計算，如果50%的組件產(chǎn)品來自中國，單價1.2USD/W，則出口規(guī)模達到180億美元，這還不包括硅片、電池片、支架、逆變器等相關產(chǎn)品。從就業(yè)規(guī)模來看(1GW產(chǎn)能需要8000-10000人),可以解決就業(yè)人數(shù)達到12-15萬人。根據(jù)能源規(guī)劃，到2015年光伏組件累計安裝量不少于21GW。以2012年累積安裝量7GW計算，剩余三年年均安裝量不少于4.6GW。從行業(yè)調研了解到，2015年的累積裝機甚至有機會達到50GW，未來三年年復合增長率接近100%。2013和2014年由于海外貿(mào)易壁壘的影響，預計國內(nèi)將不斷推出新的支持政策以應對中國國內(nèi)光伏行業(yè)的困境。 本文以A公司為參考，提出了外資企業(yè)在中國光伏市場的營銷策略。A公司背景是跨國企業(yè)，總部位于臺灣。2010年在中國天津投資建廠，主要從事光伏產(chǎn)品的制造和銷售。本文闡述目前A公司中國市場的營銷模式，并通過SWOT理論對A公司的競爭環(huán)境進行了整體分析。通過STP戰(zhàn)略分析，，4P的產(chǎn)品營銷策略分析提出了A公司目前中國市場營銷策略中存在的問題，并詳盡提出了A公司中國市場的營銷策略的調整建議。
[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.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F416.61

【參考文獻】

相關期刊論文 前3條

1 邱立成,于李娜;跨國公司進入中國市場模式及影響因素分析[J];南開經(jīng)濟研究;2003年04期

2 李文婷,劉宏,陳慧玲;國內(nèi)外太陽能光伏發(fā)電發(fā)展綜述[J];青海電力;2004年04期

3 ;友達企業(yè)社會責任報告書展現(xiàn)全方位綠色成效——通過高度透明完整的信息與所有利害關系者對話,落實永續(xù)經(jīng)營理念[J];現(xiàn)代顯示;2010年08期

本文編號：2245035