本文選題：新能源光伏 + 營(yíng)銷(xiāo)策略�。� 參考：《南京農(nóng)業(yè)大學(xué)》2015年碩士論文

【摘要】：光伏行業(yè)是一個(gè)朝陽(yáng)行業(yè),由于政策驅(qū)動(dòng)過(guò)于敏感,規(guī)則未為完善,發(fā)展不穩(wěn)定。2011年隨著歐洲各國(guó)逐漸削減補(bǔ)貼,到2012年歐美雙反落案,再到中國(guó)國(guó)內(nèi)產(chǎn)能過(guò)剩,破產(chǎn)兼并,面臨信用危機(jī),融資渠道不暢。在產(chǎn)能過(guò)大而市場(chǎng)萎縮的背景下,企業(yè)要生存必須結(jié)合自身優(yōu)勢(shì),重新規(guī)劃運(yùn)營(yíng)模式和營(yíng)銷(xiāo)戰(zhàn)略,建立一個(gè)良性,高效,更加完善的商業(yè)模式以應(yīng)對(duì)激烈的全球化競(jìng)爭(zhēng)。目前國(guó)內(nèi)已有的研究主要以案例分析方法分析中國(guó)光伏產(chǎn)業(yè)的發(fā)展,在現(xiàn)狀基礎(chǔ)上論述解決中國(guó)光伏產(chǎn)業(yè)市場(chǎng)危機(jī)的方法。本文主要結(jié)合營(yíng)銷(xiāo)管理理論,運(yùn)營(yíng)管理理論,企業(yè)競(jìng)爭(zhēng)理論,從一個(gè)貿(mào)易型光伏企業(yè)的視角,分析貿(mào)易型光伏企業(yè)的特征,在新市場(chǎng)環(huán)境下,S企業(yè)面臨的沖擊,如何通過(guò)調(diào)整戰(zhàn)略,適應(yīng)市場(chǎng)需求,從營(yíng)銷(xiāo)戰(zhàn)略的角度,為S企業(yè)制定營(yíng)銷(xiāo)戰(zhàn)略目標(biāo)和實(shí)施舉措。為貿(mào)易型光伏企業(yè)的發(fā)展策略提供戰(zhàn)略參考。本文積極搜集行業(yè)資料并且建立模型對(duì)比,希望對(duì)于中國(guó)光伏企業(yè)的發(fā)展有所幫助。期待更多的企業(yè)將目光放在以延伸顧客價(jià)值建立綜合競(jìng)爭(zhēng)力之上,而不是僅僅擴(kuò)產(chǎn)降本。未來(lái)通過(guò)光伏企業(yè)的努力,以光伏行業(yè)作為新能源的主要推動(dòng)力,最終改進(jìn)人們的生活質(zhì)量。
[Abstract]:The photovoltaic industry is a sunrise industry, because of the policy drive is too sensitive, the rules are not perfect, the development is unstable. In 2011, as European countries gradually cut subsidies, by 2012, Europe and the United States were both charged with overcapacity, and then went to China to overcapacity, bankruptcy and merger. Facing credit crisis, financing channel is not smooth. Under the background of excessive production capacity and shrinking market, enterprises must combine their advantages with their own advantages, replan their operation mode and marketing strategy, and establish a benign, efficient and more perfect business model to cope with the fierce global competition. At present, the existing research in China mainly analyzes the development of photovoltaic industry in China with the method of case analysis, and on the basis of the present situation, discusses the methods to solve the market crisis of China's photovoltaic industry. This paper mainly combines marketing management theory, operation management theory, enterprise competition theory, from the perspective of a trade photovoltaic enterprise, analyzes the characteristics of trade photovoltaic enterprise, and the impact of S enterprise in the new market environment. How to adjust the strategy to meet the needs of the market, from the point of view of marketing strategy, for S enterprise marketing strategy goals and implementation measures. It provides strategic reference for the development strategy of trade photovoltaic enterprises. This paper actively collects industry data and builds model comparison, hoping to be helpful to the development of Chinese photovoltaic enterprises. Expect more enterprises to focus on expanding customer value to build comprehensive competitiveness, rather than simply expanding production cost. In the future, through the efforts of photovoltaic enterprises, the photovoltaic industry as the main driving force of new energy, and ultimately improve the quality of life of people.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.61;F274

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