摘要
随着全球太阳能光伏发展的突飞猛进，光伏市场竞争日趋严重。近年来欧洲政府
的补贴减少，欧盟和美国的“双反”，国际市场的需求缩水，促使竞争更加激烈。在
国内，光伏企业的产能不断扩大，新的光伏企业不断进入，国内光伏市场的开发不足，
市场供大于求的现象更加明显，使得光伏市场营销的环境越来越复杂

太阳能光伏行业的激烈竞争，使得 W 公司面临的市场压力越来越大，调整营销
策略、赢得市场份额、获取利润、取得更大的发展空间成为 W 公司面临的重要问题

本文首先对 W 公司的内部环境和外部环境进行分析，并利用 SWOT 分析法分析
W 公司的优势和劣势、机会和威胁，找出 W 公司营销策略的不足，扬长避短。其次，
明确公司市场细分、目标市场选择和市场定位，制定产品、定价、渠道、促销一系列
营销策略来帮助公司应对激励的光伏市场竞争。最后通过一系列的保障措施，保证制
定的营销策略的有效实施，帮助公司在激励的市场竞争中取得优胜

关键词: 光伏高效焊带 环境分析 营销策略
作 者：罗红军
指导老师：张 斌II
Research on marketing strategy about the high efficiency
solar ribbon for W company
Abstract
With the rapid development of global solar , solar market competition is becoming
increasingly serious. In recent years, the European government subsidies is become to
reduce, and the EU and the United States is put into double reverse, the international
market demand is become shrank, to promote more intense competition. In China, the
capacity of solar enterprises continue to expand, the new solar enterprises continue to enter,
the development of domestic solar market is insufficient, the market oversupply
phenomenon is more obvious, making the solar marketing environment more and more
complex.
The fierce competition in the solar industry has made W company face more and
more market pressures, adjusting marketing strategies, gaining market share, earning
profits and making greater development space become an important issue for W company.
This paper first analyzes the internal and external environment of W Company, and
analyzes the W Company by using SWOT analysis method, and finds out the problems of
W&39;s marketing strategy. Second, according to the company&39;s STP strategy, draw up a
product strategy, pricing strategy, channel strategy, promotional strategy, a series of
marketing strategies to help company cope with the incentive solar market competition.
Finally, through a series of safeguards to guarantee the effective proceed of the marketing
strategy to help company in the incentive market competition to win.
Keywords: High Efficiency Solar Ribbon; Environment Analysis; Marking Strategy
Written by：Luo Hongjun
Supervised by：Zhang Bin目 录
第一章 导 论........1
1.1 研究的背景 ......1
1.2 研究的意义 ......2
1.2.1 理论意义....2
1.2.2 现实意义....2
1.3 研究对象和研究方法 .3
1.3.1 研究对象....3
1.3.2 研究方法....3
1.4 研究的思路和框架 .....4
1.4.1 研究思路....4
1.4.2 研究框架....5
第二章 理论基础与文献综述........6
2.1 理论基础 ..........6
2.1.1 STP 理论.6
2.1.2 营销策略理论.......7
2.1.3 SWOT 分析法 ..10
2.2 营销策略理论文献综述 ........ 11
2.2.1 国外研究文献综述.......... 11
2.2.2 国内研究文献综述..........12
第三章 W 公司光伏高效焊带营销环境分析.....15
3.1 环境分析 ........15
3.1.1 内部环境分析.....15
3.1.2 外部环境分析.....19
3.2 SWOT 分析 .20
3.2.1 优势分析.203.2.2 劣势分析.21
3.2.3 机会分析.22
3.2.4 威胁分析.23
3.3 W 公司营销策略中存在的问题 .....24
3.3.1 市场布局局限化.24
3.3.2 产品策略单一化.24
3.3.3 价格竞争重于品牌优化.24
3.3.4 营销管理不健全.24
3.3.5 渠道策略不全面.25
第四章 W 公司光伏高效焊带营销策略制定.....27
4.1 制定 STP ......27
4.1.1 市场细分...........27
4.1.2 目标市场选择...28
4.1.3 市场定位...........28
4.2 产品策略......29
4.2.1 产品结构分析...29
4.2.2 产品组合策略
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