近年来，光伏技术发展迅速，光伏系统产品已经逐步从建设大型的地面电站 到分布式屋顶进而走进家庭屋顶，定位于家庭屋顶的户用光伏系统市场潜力巨大。 然而，通过对企业在推广该产品全面时却困难重重，导致了其极度依赖国家的补 贴。户用光伏设备售价高昂、品牌混乱、渠道商资金缺乏、产品信息混乱、系统 后期运营维护无保障等一系列户用光伏系统推广中的难题极大限制了光伏走向 家庭。 论文在思路上首先分析市场，发现问题，进而分析问题并找出原因，然后依 据经典的营销学理论，逐一解决问题，设计出相关策略、制定相关制度，并提出 实施保障方法，最后得出研究结论并归纳研究的现实意义。 论文针对户用光伏系统的营销，以中民新能为分析主体，分析中民新能的内 部优势与劣势及其外部机遇与挑战，从中民新能在户用光伏系统的历次尝试入手， 通过对行业上下游的调查与访谈，分析困难，找到原因。然后运用 STP 理论，对 整个市场细分并定位目标市场，再运用 4P 理论，将户用光伏“设备+服务”一起 产品化，结合传统家电产品在价格、渠道、促销方面的成熟方法，提出适合户用 光伏营销的策略。最后对客户关系管理（CRM）中的关键因素进行了阐述和分析， 分类叙述了针对不同的客户类别和属性的管理方式和实施方法。最后，论文还在 户用光伏的产品周期和差异化、营销团队人员设定、实施资金引入这些光伏营销 特有的方面设计了实施保障策略，以保证整体营销策略的执行到位。论文通过这 一系列的分析和研究，借鉴成熟行业的经验，最终将户用光伏系统营销的各环节 彻底打通，形成了一整套有效的开发模式，从而吸引更多资源进入户用光伏产业， 助推其迅速发展。 光伏家电化，无补贴化已成趋势，该研究不但形成了一套对于中民新能而言 极具执行性的户用光伏创新营销之路，而且创造出了一种多方共赢、持续发展的 户用光伏新商业模式。这一系列的具体思路和实施策略，同样也对有志于此市场 的其他企业具有借鉴作用，并可能大大促进户用光伏市场的发展，不仅使清洁能 源进入家庭消费市场，也将一种新的可观的投资回报工具带给更多的家庭用户。 关键词：户用光伏，营销环境，细分定位，4P 理论，客户关系II RESEARCH ON CONSUMER PV MARKETING STRATEGY FOR CMIG NEW ENERGY GROUP Abstract The last a few years saw a rapid development of photovoltaic technology. Nowadays, the photovoltaic products are no longer confined to above-ground power station. More and more photovoltaic products gradually appear on distributed roof of many families. The market for consumer photovoltaic products boasts tremendous potential. However, photovoltaic products have encountered numerous difficulties on account of some features of itself as well as economic, social and many other external factors. The pain spot of market is very obvious. The excessive purchase cost borne by customers, confusion between product and brand, financing difficulty that troubles channel distributor, non-objective information for user’s cognition, difficulty in follow- up of late operation and maintenance as well as some other problems emerging in promotion of consumer photovoltaic system significantly restrict its popularity among vast family users. Firstly, in the way of thinking, the thesis analyzed the market to find the problem, and then analyzed the problem and found the cause, then solved the problem one by one according to the mature theory. Meanwhile, designed related supporting systems. Finally raised the research conclusion and summarized the practical significance of the research. The thesis is focused on marketing of consumer photovoltaic system. Took CMIG as the subject of analysis, analyzed the internal facts, strength and weakness and the external facts, opportunity and threaten, according the history of CMIG’s efforts on consumer photovoltaic system, made key interview to different industry roles, searched for reasons. And then adopted STP theory to explore into the segments of the entire market and identified target market, and introduced 4P theory to analyze the characteristics of consumer photovoltaic system in terms of products, prices, channels and promotion, and found solutions. Finally, elaborated on and studied the key factors of customer relation management and proposed the strategy for implementation. Eventually, strategy for implementation in product cycle and differentiation ofIII household photovoltaic system, staff of marketing team, and capital for implementation were designed to guarantee the entire marketing strategy can be carried out. This thesis borrowed the experience of other industry to link up all aspects of consumer photovoltaic system through analysis and research. So a complete effective development pattern was created finally to attract more resources to join the consumer photovoltaic industry and drive it forward rapidly. Consumer photovoltaic as home appliances and without subsidies have become a trend. The research not only paves a way for a very operable innovative approach for CMIG to market consumer photovoltaic products, but also creates a sustainable all-win business pattern. The specific concepts and strategy for implementation have great implication for other enterprises dedicated to this market. Meanwhile, it is likely to significantly promote the development of market for consumer photovoltaic product, in an effort to open the door for clean energy to consumption market while enabling more family users to have access to a new return on investment tool. Keywords: Consumer PV; Marketing environment; Segment positioning; 4P; Customer relationshipIV 目 录 中文摘要..................................................I Abstract .................................................. II 第一章 前言..............................................1 1.1 研究背景 ....................................................1 1.1.1 行业背景 ...............................................1 1.1.2 企业背景 ...............................................2 1.1.3 论文的核心问题 .........................................2 1.2 研究内容与意义 ..............................................3 1.2.1 研究内容 ...............................................3 1.2.2 研究意义 ...............................................4 1.3 技术路线与研究方法 ..........................................4 1.3.1 技术路线 ...............................................4 1.3.2 研究方法 ...............................................5 第二章 营销基础理论和新能源营销的研究概述................7 2.1 营销基础理论 ................................................7 2.1.1 STP 理论................................................7 2.1.2 4P 营销组合理论.........................................7 2.1.3 客户关系管理理论 .......................................8 2.2 新能源相关理论及其营销研究现状 ..............................9 2.2.1 光伏发电系统简介 .......................................9 2.2.2 新能源营销的研究概述 ..................................10 第三章 中民新能集团户用光伏系统的营销实践与问题.........13 3.1 中民新能集团概述 ...........................................13 3.1.1 发展沿革 ..............................................13V 3.1.2 战略使命 ..............................................14 3.1.3 项目简介 ..............................................14 3.2 公司营销模式探索的实践 .....................................14 3.2.1 租赁模式 ..............................................14 3.2.2 免费用电模式 ..........................................15 3.2.3 店面市场推广模式 ......................................16 3.3 公司营销环境分析 ...........................................17 3.3.1 内在优势 ..............................................17 3.3.2 内在劣势 ..............................................18 3.3.3 外在机遇 ..............................................19 3.3.4 外部挑战 ..............................................20 3.4 营销现状问题的诊断 .........................................21 3.4.1 访谈准备 ..............................................21 3.4.2 访谈过程 ..............................................22 3.4.3 结果分析 ..............................................22 3.5 营销现状的问题与成因 .......................................23 3.5.1 一般问题 ..............................................23 3.5.2 特殊问题 ..............................................25 第四章 中民新能集团户用光伏系统的营销策略...............28 4.1 市场定位策略 ..............................................