摘 要
光伏产业已经成为中国重要的出口产业。以2011年30GW的全球安装量计算，如
果50%的组件产品来自中国，单价1.2USD/W，则出口规模达到180亿美元，这还不包
括硅片、电池片、支架、逆变器等相关产品。从就业规模来看(1GW 产能需要
8000-10000人),可以解决就业人数达到12-15万人。根据能源规划，到2015年光伏组
件累计安装量不少于21GW。以2012年累积安装量7GW计算，剩余三年年均安装量不少
于4.6GW。从行业调研了解到，2015年的累积装机甚至有机会达到50GW，未来三年年
复合增长率接近100%。2013和2014年由于海外贸易壁垒的影响，预计国内将不断推
出新的支持政策以应对中国国内光伏行业的困境。
本文以A公司为参考，提出了外资企业在中国光伏市场的营销策略。A公司背景
是跨国企业，总部位于台湾。2010年在中国天津投资建厂，主要从事光伏产品的制
造和销售。本文阐述目前A公司中国市场的营销模式，并通过SWOT理论对A公司的竞
争环境进行了整体分析。通过STP战略分析，4P的产品营销策略分析提出了A公司目
前中国市场营销策略中存在的问题，并详尽提出了A公司中国市场的营销策略的调整
建议。
关键词：太阳能，光伏，市场营销
ABSTRACT
The PV industry has become an important export industry in China. Take the amount
of 2011 of 30 GW global installed for example: if 50% of the module whose price is
1.2USD / W has been produced by China, export volume will be 18 billion USD, not
including wafers, cells, stents, inverter, etc. From the point of view of employment (1GW
production need 8000-10000 employers), it solved 120-150 thousands employers’ work.
According to energy planning, the cumulative installed capacity is not less than 21GW by
the end of 2015.The cumulative installed capacity has reached 7GW by the end of 2012,
and the rest of the three-year the average amount of every year is not less than 4.6GW.
Learned from the Industry research, the cumulative installed capacity in 2015 even can
reach 50GW. The compound’s annual growth rate will reach nearly 100% in the next
three years. Due to the impact of foreign trade barriers in 2013 and 2014, domestic policy
is expected to continue to introduce a new policy in face of the troublesome of domestic
PV Industry.
Using A Company as a reference, the paper put forward the marketing strategy of the
foreign-funded enterprises in China's PV market. The background of A Company is a
multinational one whose head office is located in Taiwan. The company invested and built
a factory in Tianjin in 2010.It is mainly engaged in the manufacture and sale of PV
products. This paper expounded marketing pattern of A company, and used SWOT theory
to analyze the whole competitive environment. Through the strategic analysis of STP and
4P product marketing strategy , the writer found the problems existed in the marketing
strategy of China and gave the suggestions for improvement of the marketing strategy of
A Company .
KEY WORDS：solar，PV，marketing