因此，寻找替代性新能源是每个国家发展的需要。
而 SMK 公司是一家提供新能源大功率电流转换器件的核心供应商。并且
SMK 公司拥有超过 60 年历史的德国企业。其产品主要用于风力发电、光伏发电、
电动汽车等领域。在当前的竞争形势下，作为一家企业，需要更多的提高销售业
绩，占领市场份额。在提高社会责任的前提下，赚取更多的利润。本文主要讨论
在当前不断变化的市场形势下，SMK 的竞争对手也在不断的改进，其客户的需
求也不断的提高，SMK 公司应如何应对当前形势，打造市场战略，并且，能够
促进其市场策略的实施。
本文首先介绍能源的现状和未来的发展方向，就是向低碳型绿色新能源方向
转型。全球正从石化能源向风能、水力发电、太阳能光伏发电、生物发电方面向
前走。然后本文介绍了全球及我国的新能源的现状及发展、政策分析、市场预测。
以及在这种形势下的机会和威胁。
在了解了以上信息以后，我们分析对新能源产品功率器件件的特性：大功率，
可靠性要求高，使用寿命要求长达 20~30 年，产品和技术的研发全在国外。市场
主要由欧系、美系和日系企业占领。基于这种产品特性、行业背景、和 SMK 公
司的现状，对 SMK 公司的营销战略进行分析。包括，SMK 公司在中国的市场定
位、功率器件在新能源市场的细分、SMK 公司的优势劣势以及主要竞争对手的
分析。
由此我们制定制定相应的 SMK 公司的市场策略。这从四个方面来进行，SMK
公司的公司产品策略，SMK 公司价格策，SMK 公司渠道策略，SMK 公司促销
策略。并由此制定相应的规划来保证此营销策略能得到较好的的实施，包括 CRM
的完善，人员的培训和激励和考核等。
在本文的最后，我们对此研究结果进行了展望。
关键词：新能源；绿色能源；营销战略ABSTRACT
Energy is the lifeblood of any country, nearly a hundred years in the past years,
the coal and fossil-fuel supporttted development of human society. However, with the
development of industrialization and population increase in the number, the demand
for energy is increasing. Coal and fossil-fuel is non-renewable, and is no longer able
to meet the needs of human development. Therefore, the search for alternative energy
development needed for each country.
SMK is a core supplier to provide new energy high-power current conversion
devices. And SMK has more than 60-year history of the German companies. Its
products are mainly used in the field of wind power, photovoltaic power generation,
electric vehicles etc. In current competitive situation, SMK need increase sales and
capture more market share, to earn more profits as well as improve the social
responsibility. This paper mainly discussed in today's changing market situation,
while SMK’s competitors are constantly improved and the needs of customers are
continuously enhanced. What should SMK to deal with the current situation, how to
create market strategy, and how to promote its market implementation of the strategy.
This paper first introduces the energy status and future direction of development,
that is, the transition to a low-carbon green new energy direction. The world is wind,
hydro, solar photovoltaic power generation, bio-power generation from fossil energy
to move forward. This article describes the situation and development of the global
and China's new energy policy analysis, market forecasts. And business opportunities
and threats under this situation.
With above information, this paper analyzed the characteristics of the new energy
power devices parts: high-power, high reliability, long service life up to 20 to 30 years,
the research and development of products and technologies all in foreign. The market
is occupied by European, USA and Japanese companies currently. Based on the
characteristics of the product, industry background, and the status quo of the SMK
company's marketing strategy to analysis SMK Company's market position in China,
the subdivision of the power devices in the new energy market, SMK company's
strengths and weaknesses, as well as major competitors analysis.
Thus, this paper develop the SMK company marketing strategies. From four
aspects to the SMK company's: product, price , channel and promotion. And make
plan to ensure this marketing strategy be implemented better, including CRM perfect,
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