【摘要】：光伏產(chǎn)業(yè)已經(jīng)成為中國(guó)重要的出口產(chǎn)業(yè)。以2011年30GW的全球安裝量計(jì)算，如果50%的組件產(chǎn)品來(lái)自中國(guó)，單價(jià)1.2USD/W，則出口規(guī)模達(dá)到180億美元，這還不包括硅片、電池片、支架、逆變器等相關(guān)產(chǎn)品。從就業(yè)規(guī)模來(lái)看(1GW產(chǎn)能需要8000-10000人),可以解決就業(yè)人數(shù)達(dá)到12-15萬(wàn)人。根據(jù)能源規(guī)劃，到2015年光伏組件累計(jì)安裝量不少于21GW。以2012年累積安裝量7GW計(jì)算，剩余三年年均安裝量不少于4.6GW。從行業(yè)調(diào)研了解到，2015年的累積裝機(jī)甚至有機(jī)會(huì)達(dá)到50GW，未來(lái)三年年復(fù)合增長(zhǎng)率接近100%。2013和2014年由于海外貿(mào)易壁壘的影響，預(yù)計(jì)國(guó)內(nèi)將不斷推出新的支持政策以應(yīng)對(duì)中國(guó)國(guó)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(guó)光伏市場(chǎng)的營(yíng)銷策略。A公司背景是跨國(guó)企業(yè)，總部位于臺(tái)灣。2010年在中國(guó)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(guó)市場(chǎng)的營(yíng)銷模式，并通過(guò)SWOT理論對(duì)A公司的競(jìng)爭(zhēng)環(huán)境進(jìn)行了整體分析。通過(guò)STP戰(zhàn)略分析，，4P的產(chǎn)品營(yíng)銷策略分析提出了A公司目前中國(guó)市場(chǎng)營(yíng)銷策略中存在的問題，并詳盡提出了A公司中國(guó)市場(chǎng)的營(yíng)銷策略的調(diào)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(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.61

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