本文選題：雙反調查 + 產(chǎn)能過剩��； 參考：《中國石油大學（華東）》2013年碩士論文

【摘要】：光伏產(chǎn)業(yè)是戰(zhàn)略性新興產(chǎn)業(yè)。發(fā)展光伏產(chǎn)業(yè)對調整能源結構、推進能源生產(chǎn)和消費方式變革、促進生態(tài)文明建設具有重要意義。目前中國已成為世界上最大的光伏產(chǎn)品生產(chǎn)基地，但原材料、技術和市場“三頭”在外，使得國內光伏市場在接踵而至的“歐債危機”與美國，歐盟“雙反”的形式下迅速陷入低迷狀態(tài)，大部分企業(yè)都面臨虧損，紛紛被合并或者關閉，，整個行業(yè)面臨重新洗牌的嚴峻形式。DY光伏公司也未能幸免，2011年開始出口額大幅下降，企業(yè)受到前所未有的重創(chuàng)。本文就是在這個背景下討論DY光伏公司的營銷戰(zhàn)略。 本文引入4Ps，4Cs以及戰(zhàn)略營銷理論，通過市場調查，首先，對DY光伏公司外貿營銷現(xiàn)狀進行分析，找出公司面臨的問題，并分析了公司股權轉移前后總體的運營情況。文章詳細介紹了DY光伏公司的股權結構，人員構成以及最近3年的出口情況。然后對公司外部，內部營銷環(huán)境以及行業(yè)環(huán)境進行分析。揭示出光伏公司受世界政治經(jīng)濟環(huán)境以及各國政策影響巨大的現(xiàn)實。運用SWOT戰(zhàn)略分析模型列出了公司的優(yōu)勢，劣勢，機會，威脅，從而得出了DY光伏公司的外貿營銷策略。本文采用了STP營銷策略，進行市場細分，目標市場，市場定位策略，以及營銷策略組合：價格策略，產(chǎn)品策略，渠道策略以及促銷策略。在DY光伏公司今后的總的營銷策略方針，針對不同市場的不同特點，提出實施差異化的市場營銷策略。文章最后列出了DY光伏公司營銷策略實施的保障措施以及需要注意的幾個問題：不斷技術創(chuàng)新，降低成本，規(guī)避產(chǎn)能過剩引起的價格戰(zhàn)，以及積極應對來自美國和歐盟的雙反調查。同時，也提出了積極尋找開發(fā)新市場的方案。
[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.
【學位授予單位】：中國石油大學（華東）
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.61;F274

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