摘要
摘要
CH光伏有限公司作为重要的光伏企业之一，主要从事光伏玻璃生产业务，
市场份额为 8%，位列行业前五。CH公司正处于快速发展阶段，属于市场的跟
随者，这就造成企业在产品的定价方面处于弱势地位，只能跟随行业的价格，
缺少产品定价权。在此背景下，本文针对该公司的营销策略进行研究，分析其
内部影响策略实施存在的问题，提出营销策略优化的具体方案和建议。
在研究过程中，首先，通过对 CH公司内外部环境进行分析，并结合 SWOT
分析法，发现当前企业正处于发展的机遇期，在营销策略的选择上，应当要避
免与“双寡头”企业正面竞争，利用好当前政策机遇和自身的优势，采用差异
化的营销策略。其次，本文从 CH公司营销策略诊断的角度入手，对 CH公司营
销策略存在的问题，从产品策略问题、价格策略问题、渠道策略问题、促销策
略问题、人员策略问题、过程策略问题、有形展示策略问题等方面进行了分析，
梳理了当前营销策略存在的主要问题。最后，本文基于 7Ps理论，以及内外部环
境分析，提出了 CH公司营销策略的优化建议。如在产品策略改进方面，提出要
注重品牌建设，加大新产品开发力度；在价格策略改进方面，提出要实施差异
化市场价格，降低成本增加定价权；在渠道策略改进方面，提出要拓展多元化
的销售渠道，降低渠道维护成本；在促销策略改进方面，提出要丰富网上促销
内容，丰富促销方式；在人员策略改进方面，提出要优化员工结构，提高销售
人员服务意识，以人为本留住员工；在过程策略改进方面，提出要规范售前服
务行为，提高订单的及时交付能力，提高售后快速响应能力；在有形展示策略
改进方面，提出要加大企业产品的有形展示和企业形象的有形展示。
因而，本文研究成果能够为 CH公司的营销策略实施，提供一定的指导和参
考意义。同时，对光伏企业来说，也能够为它们的营销策略分析、营销策略优
化等提供一定的可以借鉴的思路。
关键词：光伏企业、营销策略、市场细分、7Ps理论
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Abstract
Abstract
As one of the important photovoltaic enterprises, ch photovoltaic Co., Ltd. is
mainly engaged in the production of photovoltaic glass. At present, the market share
of photovoltaic glass produced by CH Company accounts for 8%, ranking among the
top five in the industry. From the development stage of the enterprise, CH Company
is a follower of the market. It is precisely because in the market, CH Company is a
follower of the market, which causes the enterprise to be in a weak position in
product pricing. It can only follow the price changes of its peers and lack of core
competitiveness, so as to ensure that the enterprise can have greater product pricing
power. In this context, this paper studies the company's marketing strategy, analyzes
the problems existing in the implementation of its internal influence strategy, and puts
forward specific plans and suggestions for the optimization of marketing strategy.
In the research process, firstly, through the analysis of the internal and external
environment of CH Company and combined with SWOT analysis method, it is found
that the current enterprise is in a period of development opportunities. In the choice of
marketing strategy, we should avoid positive competition with "duopoly", make good
use of the current policy opportunities and their own advantages, and adopt
differentiated marketing strategies. Secondly, from the perspective of CH Company's
marketing strategy diagnosis, this paper analyzes the problems existing in CH
Company's marketing strategy from the aspects of product strategy, price strategy,
channel strategy, promotion strategy, personnel strategy, process strategy and tangible
display strategy, and combs the main problems existing in the current marketing
strategy. Finally, based on the 7PS theory and the analysis of internal and external
environment, this paper puts forward some suggestions on the optimization of CH
Company's marketing strategy. For example, in terms of product strategy
improvement, it is proposed to pay attention to brand construction and strengthen new
product development. In terms of price strategy improvement, it is proposed to
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Abstract
implement differentiated market prices, reduce costs and increase pricing power. In
terms of channel strategy improvement, it is proposed to expand diversified sales
channels and reduce channel maintenance costs. In terms of promotion strategy
improvement, it is proposed to enrich the online promotion content and methods. In
terms of personnel strategy improvement, it is proposed to optimize the employee
structure, improve the service awareness of sales personnel, and retain employees
based on people. In the aspect of process strategy improvement, it is proposed to
standardize the pre-sales service behavior, improve the timely delivery ability of
orders and improve the after-sales rapid response ability. In the improvement of
tangible display strategy, it is proposed to greatly improve the tangible display of
enterprise products and corporate image.
Therefore, the research results of this paper can provide some guidance and
reference significance for the implementation of marketing strategy of CH Company.
At the same time, for photovoltaic enterprises, it can also provide some ideas for their
marketing strategy analysis and marketing strategy optimization.
Key words：Photovoltaic enterprises, marketing strategy, market segmentation, 7Ps
theory
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