桑乐太阳能营销策略研究

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桑乐太阳能公司营销策略研究

摘要

能源是人类进行生产和赖以生存的重要物质基础，是经济发展和社会发展的

重要物质基础。一些发达国家之所以能够在短短几十年的时间内实现现代化，就

是因为他们都致力于大规模地开发和利用能源。太阳能作为一种新能源利用主要

光热和光伏。光伏是通过把光能转化为电能，然后通过化学变化来提供能量的一

种形式。光热是通过把光能通过集热器吸收并转化为热能，本文主要讨论了光热

利用，而且重点是利用光热原理来开发的产品太阳能热水器。

太阳能热水器行业在我国发展很多年了，由于在技术上相对于光伏比较简单

所以产品的制造和应用也受到了广泛的发展和欢迎。我国是世界上最大的太阳能

热水器生产国和利用国，据不完全统计，截止 2010 年底规模以上生产企业超过

5000 家，他们的共同特点是：规模增长速度快，技术上也在不断改进和突破，产

品越来越受到消费者欢迎。同时也应该看到，行业集中度不高，一些关键技术还

没得到足够改进，价格还有些偏高，质量也不够稳定，这些都有待于逐步解决。

本人自 1993 年开始致力于太阳能热利用的推广、开发和利用，到现在已经历

经十七年的，作为桑乐太阳能集团公司的华东大区营销总监，本文将分析太阳能

行业的发展状况、竞争状况及营销策略等问题，来探讨太阳能行业的发展前景。并

结合当前的市场环境，根据 4P、4C 营销理论，为桑乐公司未来的发展制定一套可

行性的营销策略。

本文首先通过对现代营销理论进行分析及梳理，就与热水器营销最为相关的

STP、4P、4C、SWOT、波特五力等理论进行了简要介绍与评述，从而使本文的研究

能够建立在坚实的理论基础之上，更为科学和严谨。

其次，通过对太阳能行业发展状况的介绍，分析了太阳能热水器与燃气热水

器和电热水器的优缺点。指出了在国家大力实施“节能减排”，重视新能源的开

发和利用以及全社会都在关注“低碳经济”的今天，太阳能热水器具有更广阔的

前景。

第三，从宏观和微观的角度分别分析了太阳能热水器市场的环境，指出了制

约太阳能热水器行业发展的因素和机会点。制约因素主要是有些城市小区开发商

配套意识不强，机会主要是随着能源危机和人们对太阳能热水器认识的提高，消

费者购买太阳能热水器的欲望在增强。另外，分析了桑乐公司的现行营销策略及

与竞争对手的比较，能清楚看到桑乐公司在策略制定上的问题点。

第四，通过 SWOT 分析，找出桑乐公司目前存在的优势和劣势。其中，优势

为桑乐公司拥有中国规模最大的生产基地，拥有最为稳健的员工团队，产品上主

打“数字化、智能化”的特点，在网络建设上注重终端；劣势为品牌的总体知名

度不够强，销售的区域性明显。结合上述内容，根据 STP 定位理论，重新对桑乐

公司产品进行市场定位。强化主流媒体，有现在的交易型客户为主，扩大关系型

客户，以 4P 理论为主，力量结合 4C 理论，制定了一套营销策略。并对执行策略

的内部体系改进提出了合理的建议。最后对本文创新点及不足进行了总结。

关键字：桑乐公司营销策略太阳能差异化

ABSTRACT

Energy is the fundamental substance for the living of human beings as well

economic and social development. The exploration and application of energy on a large

scale played an important role in the developed countries as they realized modernization

in tens of years. Solar energy , as an important renewable energy , is majorly used in

two ways: photovoltaic and photo thermal. Photovoltaic application of solar energy is to

transform solar energy into electricity by using chemical reaction. Photo thermal

application is to collect the solar energy by collector and get it transformed into thermal

energy. This article focuses on photo geothermal technology and the solar water heater

system using this technology.

Solar water heater industry has developed for many years in China. Due to simple

technology comparing with photovoltaic system, the solar water heater enjoys great

popularity in public and the manufactures in this area increased dramatically. China

ranks No.1 in the world in terms of producing and using of solar water heater system.

According to incomplete statistics, there are more than 5000 companies in china that

producing solar heater system on a large scale. Those companies share the same

features: they increase at a fast speed, make breakthrough in technologies and

expanding larger markets. However, there are problems existing, such as market

decentralization, key technologies to be improved, and price staying at high level,

inconstant quality control and etc.

The writer started to working in solar water heater in 1993 and has been engaging

in this area for 17 years. As marketing director of Easter China of Sangle Solar Group,

the writer makes an analysis over the status quo of solar water heater industry , its

competition and due marketing strategies and forecast the future of this industry. In line

with current market and applying 4P and 4C marketing theories, this article develops a

marketing strategy for Sangle Company.

This essay firstly make a review over several marketing theories that serve the

sales of solar water heater including STP , 4P, 4C, SWOT, Michael Porter’s Five Forces

Model and etc. Such theories make this essay more scientific and rigorous.

The second part is a comparison between solar water heater and other kinds of

water heater such as gas heater and electric heater in terms of their advantages and

disadvantage with introducing the development of solar water heater industry. It

concludes that the solar water heater have more promising future as China is now

actively carrying out the strategy of enhancing energy efficiency and lowering pollutant

emission, attaching more importance to the development of new energy and the whole

society is highlighting low-carbon economy.

The third part points out the obstacles and opportunities for the development of the

solar water heater system by analyzing the market in both macro and micro ways. The

major obstacle is that real estate developers don’t pay much attention to accept the solar

system into their property. And the opportunity mainly comes from that people are more

aware of the energy efficiency and solar energy and thus consumers are more willingly

to buy solar products. This part also analyzes the current marketing strategy of Sunle

company and makes comparison with other companies strategies, which leads to

problems that need to be resolved in the purpose of improve Sunle’s marketing strategy.

By applying SWOT, the fourth part of this essay points out the strength and

weakness of Sunle Company. The strength is that Sunle owns the largest production

base of solar water heater in China, a team of loyal workers, competitive products

featuring being digital and being smart, a strong allies with agents by putting more

efforts and allowing more profits. Weakness is that poor advertising performance

Following STP positioning theory, this essay re-identify the position of Sunle’s

products. r. A series of marketing strategy is followed by applying 4P , 4C theories and

analyzing industry features and weakness of the current company’s strategy.

Suggestions are made to improve internal administration so as to carry out the new

strategy. Finally, innovation points and weakness of this essay are pointed out.

Key words: Sunle Company， Marketing Strategy，Solar energy，

Differentiation

目  录
中文摘要
ABSTRACT
第一章  绪  论.......................................................1
§1.1 研究背景...................................................1
§1.2 研究意义...................................................2
§1.3 研究框架...................................................3
§1.4 研究方法...................................................4
第二章  理论基础与文献综述...........................................5
§2.1 营销理论...................................................5
§2.1.1 市场营销的定义.......................................5
§2.1.2 STP 营销定位理论......................................6
§2.1.3 4P、4C 营销理论.......................................7
§2.2 战略理论...................................................8
§2.2.1 SWOT 分析理论.........................................8
§2.2.2 波特五力分析理论....................................10
§2.3 太阳能行业营销研究........................................13
第三章  中国太阳能行业发展状况分析..................................15
§3.1 太阳能热水器的定义、类型与用途............................15
§3.1.1 太阳能热水器的定义..................................15
§3.1.2 太阳能热水器的类型..................................15
§3.1.3 太阳能热水器的用途..................................16
§3.2 太阳能热水器行业发展历史..................................16
§3.3 太阳能热水器行业发展现状..................................19
§3.3.1 国内太阳能热水器行业发展现状........................19
§3.3.2 国外太阳能开发利用概述..............................21
§3.3.3 国内太阳能热水器市场现状............................22
§3.4 太阳能热水器的经济效益分析................................24
§3.4.1 太阳能热水器节能效益分析............................24
§3.4.2 太阳能热水器社会效益分析............................24
第四章  桑乐公司市场营销环境与策略分析..............................26
§4.1 市场环境分析..............................................26
§4.1.1 宏观环境分析........................................26
§4.1.2 微观环境分析........................................30
§4.2 桑乐公司发展现状分析......................................33
§4.3 现行营销策略分析..........................................35
§4.4 竞争对手分析..............................................36
第五章  桑乐公司未来营销策略设计....................................42
§5.1 竞争环境..................................................42
§5.2 市场定位..................................................43

§5.3 未来营销策略设计..........................................45

§5.4 内部组织结构优化..........................................49

第六章总结......................................................51

参考文献............................................................52

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摘要：

桑乐太阳能公司营销策略研究摘要能源是人类进行生产和赖以生存的重要物质基础，是经济发展和社会发展的重要物质基础。一些发达国家之所以能够在短短几十年的时间内实现现代化，就是因为他们都致力于大规模地开发和利用能源。太阳能作为一种新能源利用主要光热和光伏。光伏是通过把光能转化为电能，然后通过化学变化来提供能量的一种形式。光热是通过把光能通过集热器吸收并转化为热能，本文主要讨论了光热利用，而且重点是利用光热原理来开发的产品太阳能热水器。太阳能热水器行业在我国发展很多年了，由于在技术上相对于光伏比较简单所以产品的制造和应用也受到了广泛的发展和欢迎。我国是世界上最大的太阳能热水器生产国和利用国，据不完全统计...

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