伴随着全球经济的快速发展，风力、太阳、微生物等可再生能源的开发利用 广受青睐。然而，越来越多的公司加入太阳能光伏行业导致光伏组件产品竞争愈 发激烈，加之上游原材料持续涨价、政府部门补贴下降，光伏企业利润也随之下 滑。为帮助光伏组件企业提升产品竞争力，本文以 TS 公司为例，基于 STP 和 4P 理论，在了解其光伏组件产品营销现状的基础上，深入剖析其面临的内外部营销 环境，明确产品竞争的优劣势，再基于企业发展总体战略和产品特点，对产品市 场进行细分并选定目标市场，针对性的对 TS 公司光伏组件产品现有营销策略进 行优化和完善。 研究发现：（1）TS 公司光伏组件产品当前的营销策略中依旧存在市场定位 还不够清晰、产品策略针对性还不够，渠道策略多以直接销售展开，渠道策略主 要依赖于人员促销等不足；（2）光伏产业受到高度关注，其发展得到国家政策大 力支持，经济环境优渥，社会各界高度认可，内部技术不断完善展，光伏产业面 临良好的宏观环境，同时光伏组件行业的潜在进入者相对较少、科技进步也导致 部分上游供应商议价能力减弱，但是 TS 公司光伏组件产品下游消费者议价能力 强，可替代产品多，面临行业内其他龙头企业的激烈竞争，整体行业竞争压力不 容小觑；（3）通过市场细分和市场定位，TS 公司选择分布式光伏电站和 BIPV 市 场作为目标市场，同时从产品、价格、渠道和促销方面对当前营销策略进行优化， 另外，本文还从制度、人力和技术保障上制定保障措施以推动上述营销策略落实 实施。 本文以 TS 公司为研究对象，从理论出发结合光伏产品行业特征、宏观环境、 行业竞争、产品优劣势等实际情况入手，TS 公司光伏组件产品当前营销策略的 不足，并对其进行优化和改进，以帮助 TS 公司获得收益，推动光伏产业健康快 速发展。本研究，不仅拓展了 STP 和 4P 理论的应用范围，也为光伏组件产品营 销提供指导。 关键词：光伏组件、营销策略、STP 理论、4P 理论III Abstract With the rapid development of the global economy, the development and utilization of renewable energy sources such as wind, sun and microorganisms are widely favored. However, as more and more companies join the solar pv industry, the competition of pv module products becomes more and more fierce. In addition, the upstream raw materials continue to rise in price and government subsidies decline, so does the profit of pv enterprises. Photovoltaic components to help enterprises improve product competitiveness, based on TS company as an example, based on the STP and 4 p theory, understand its photovoltaic component product marketing status quo, on the basis of in-depth analysis of its internal and external marketing environment faces, clear the advantages and disadvantages of the product competition, and then based on the enterprise development strategy, and the characteristics of the products, the product market segmentation and target market, selected corresponding photovoltaic modules of TS company marketing strategy to optimize and improve the existing products. The research findings are as follows :(1) the current marketing strategies of TS photovoltaic module products are not clear enough in market positioning and targeted enough in product strategy. Channel strategies are mainly carried out through direct sales, and channel strategies mainly rely on personnel promotion. (2) the photovoltaic industry are highly attention, and the development of the national policy vigorously support, good economic environment, high recognition from all walks of life, the internal technology constantly improve, photovoltaic industry faces a good macro environment, and relatively few potential entrants, photovoltaic components industry science and technology progress has also led to some upstream suppliers bargaining power, photovoltaic modules but TS company product downstream consumer bargaining power is strong, alternative products, faces fierce competition, and other leading enterprises in the industry as a whole industry competition pressure is not trivial; (3) through the market segmentation and market positioning, TS company choose distributed photovoltaic power station and BIPV market as target market, at the same time, from the aspects of product, price, channel and promotion, optimize the current marketing strategy, in addition, this article also from the system, human and technical support and the protection measures to promote the marketing strategy to carry out the implementation.IV Based on TS company as the research object, this paper from the theory combined with the feature of photovoltaic products industry, macro environment, industry competition, product such as the advantages and disadvantages in the actual situation of TS photovoltaic component products of the company of the current marketing strategy, and carries on the optimization and improvement, in order to help TS company profits, promoting the development of photovoltaic industry healthy and rapid. This study not only expands the application scope of STP and 4P theory, but also provides guidance for pv module product marketing. Key words: PV modules, marketing strategy, STP theory, 4P theoryV 目 录 第 1 章 绪 论.............................................................................................1 1.1 研究背景......................................................................................1 1. 2 研究目的与研究意义 ................................................................2 1.2.1 研究目的 ..........................................................................2 1.2.2 研究意义 ..........................................................................2 1.3 国内外研究现状 .........................................................................3 1.3.1 国内研究现状 ..................................................................3 1.3.2 国外研究现状 ..................................................................4 1.3.3 研究述评 ..........................................................................4 1.4 研究内容、方法和思路 .............................................................5 1.4.1 研究内容 ..........................................................................5 1.4.2 研究方法 ..........................................................................5 1.4.3 研究思路 ..........................................................................6 第 2 章 理论基础与分析方法 ..................................................................8 2.1 理论基础......................................................................................8 2.1.1 STP 理论............................................................................8 2.1.2 4P 理论 ..............................................................................9 2.2 分析方法.....................................................................................10 2.2.1 PEST 分析法 ...................................................................10 2.2.2 波特五力模型 ................................................................10 2.2.3 SWOT 分析法 .................................................................11 第 3 章 TS 公司光伏组件产品营销现状及问题分析..........................12 3.1 TS 公司基本情况.......................................................................12VI 3.1.1 发展历史 ........................................................................12 3.1.2 组织架构 ........................................................................13 3.1.3 产品分析 ........................................................................14 3.1.4 经营现状 ........................................................................16 3.2 TS 公司光伏组件产品营销现状...............................................16 3.2.1 现行产品策略 ................................................................17 3.2.2 现行渠道策略 ................................................................17 3.2.3 现行价格策略 ................................................................18 3.2.4 现行促销策略 ................................................................18 3.2.5 现行服务策略 ................................................................18 3.3 TS 公司光伏组件产品营销策略存在的问题...........................19 3.3.1 市场定位较为模糊 ........................................................19 3.3.2 产品策略缺乏针对性 ....................................................19 3.3.3 渠道策略尚不完善 ........................................................19 3.3.4 促销手段亟待改进 ........................................................20 第 4 章 TS 公司光伏组件营销环境分析..............................................21 4.1 宏观环境分析 ...........................................................................21 4.1.1 法律环境 ........................................................................21 4.1.2 经济环境 ........................................................................22 4.1.3 社会文化环境 ................................................................22 4.1.4 技术环境 ........................................................................23 4.2 行业竞争分析 ...........................................................................24 4.2.1 供应商议价能力 ............................................................24 4.2.2 购买者议价能力 ............................................................24 4.2.3 潜在进入者威胁 ............................................................25VII 4.2.4 替代品威胁 ....................................................................25 4.2.5 现有竞争者威胁 ............................................................26 4.3 内部环境分析 ...........................................................................28 4.3.1 优势分析 ........................................................................28 4.3.2 劣势分析 ........................................................................29 4.3.3 机会分析 ........................................................................29 4.3.4 威胁分析 ........................................................................30 4.3.5 SWOT 矩阵分析 ............................................................30 第 5 章 TS 公司光伏组件市场定位与策略优化...................................33 5.1 市场细分与市场定位 ...............................................................33 5.1.1 市场细分 ........................................................................33 5.1.2 目标市场选择 ................................................................35 5.1.3 市场定位 ........................................................................36 5.2 营销策略优化分析 ...................................................................37 5.2.1 产品策略 ........................................................................37 5.2.2 价格策略 ........................................................................39 5.2.3 渠道策略 ........................................................................40 5.2.4 促销策略 ........................................................................41 5.3 营销策略实施的保障措施 .......................................................43 5.3.1 制度保障 ........................................................................43 5.3.2 人力保障 ........................................................................44 5.3.3 技术保障 ........................................................................45 第 6 章 结论与不足 ................................................................................47 6.1 研究结论....................................................................................47 6.2 研究不足....................................................................................48VIII。。。。。。以下内容略