联系我们

论文查询结果	返回搜索

论文编号：	5250
作者编号：	2120105026
上传时间：	2013/6/5 17:16:26
中文题目：	L光伏公司营销策略研究
英文题目：	The Study of Marketing Strategy of L Solar Company
指导老师：	刘建华
中文关键字：	太阳能;光伏发电;营销策略;光伏企业;市场竞争
英文关键字：	Solar power; photovoltaic power generation; marketing strategy; solar company; market competition
中文摘要：	近年来，随着全球对能源需求的增长带来化石能源的日益枯竭和环境污染问题的日益严重，可再生能源越来越受到全球的重视。太阳能为可再生能源中，具有取之不尽、用之不竭的特点，是资源最丰富且分布最广泛的可再生能源。 五十九年前，美国贝尔实验室在1954年研制出世界上第一个太阳能电池，开启了光伏发电的先端。太阳能发电技术经过多年不断的演进，导入商业化之后的发电成本快速下降，市场竞争力迅速提升，逐渐成为重要的新能源发电技术，在全球能源结构中的比重逐渐增加。太阳能发电利用半导体材料吸收太阳光直接产生电能，不需要机械结构，具有发电过程无污染、无噪音的优点。太阳能组件独特的模块化结构，可依照任何规模的电力需求安装，既可以建设地面大型光伏电站，又可以安装于分布式光伏系统；既可以将发电并到电网，又可以离网独立运行，是最具发展前景的新能源发电技术。 由于全球光伏产业发展迅速，已经造成产能过剩的局面，又因为欧债危机和美国财政赤字问题逐渐形成的贸易壁垒，更是使全球的光伏企业营运雪上加霜。然而，由行业的市场预测数字可以看到，从2012到2016年，全球每年仍有10%到20%的成长率。 L光伏公司作为光伏行业的一员，从光伏产业链的终端光伏电站往中下游切入，在保证企业收入和利润的前提下，以优良的技术及精益的生产，发展高转换效率的太阳能电池技术。然而，在市场营销方面存在较大的改善空间。 本文的理论基础包含营销策略理论和营销组合理论等。依据相关营销理论，首先对L光伏公司的市场战略环境进行分析，其次进行营销策略的选择，然后重点讨论了策略实施内容和其保障措施，最后是总结。 本文借鉴了国内外大量的研究资料和文献，对L光伏公司的营销策略进行了研究。希望通过对L光伏公司营销策略分析，能够对光伏行业的发展提供启示。
英文摘要：	In recent years, with the growth of global demand for energy increasing the depletion of fossil energy and the environmental pollution problems, renewable energies bring more and more attention. Solar energy is renewable, inexhaustible, unlimited features, is the richest and most widely distributed renewable energy. 59 years ago, the United States Bell Labs in 1954 developed the world's first solar cell opened apex of photovoltaic power generation. Solar power generation technology after years of constant evolution, the cost of electricity import commercialization rapid decline rapidly enhance market competitiveness, gradually become an important new energy technologies, and gradually increase the proportion of the global energy mix. Solar power uses semiconductor materials to absorb sunlight directly to electricity generation, does not require a mechanical structure, non-polluting and no noise in power generation process. Unique modular structure of the solar modules can be installed in accordance with the demand for electricity of any size, both the construction of large-scale photovoltaic power plants on the ground, and can be installed on distributed photovoltaic systems; either power generation to the grid, and can be run independently from the network, is the most promising new energy technologies. The rapid development of global PV industry has caused overcapacity. As the European debt crisis and United States budget deficit induced the trade barriers which exacerbate the global PV business. However, according to the industry's forecast figures, from 2012 to 2016, there are still 10% to 20% year-on-year growth rates in PV industry in the world. L solar company as a member of the photovoltaic industry works from the end of the PV industry chain-PV power plant to cut into the middle and lower streams, on the premise of guaranteeing enterprise’s revenues and profits, with excellent technology and lean production, and develop high conversion efficiency of the solar cell technology. However, there is more room for improvement in marketing. The theoretical basis of this paper contains the theories of marketing strategy and the mix theories of marketing. According to related marketing theories, firstly we analyzed the market strategic environment of L solar company, followed by the selection of marketing strategy, and focused on the implementation of the strategy and its countermeasures. The last is the conclusion of the chapter. This paper referenced a lot of research information and literature in the world to study the marketing strategy of the company. Hopefully through the analysis of the marketing strategy of L solar company, I can provide the inspiration for the development of the photovoltaic industry.
查看全文：	预览  下载(下载需要进行登录)