摘 要
光伏产业是战略性新兴产业。发展光伏产业对调整能源结构、推进能源生产和消费
方式变革、促进生态文明建设具有重要意义。目前中国已成为世界上最大的光伏产品生
产基地，但原材料、技术和市场“三头”在外，使得国内光伏市场在接踵而至的“欧债
危机”与美国，欧盟“双反”的形式下迅速陷入低迷状态，大部分企业都面临亏损，纷
纷被合并或者关闭，整个欧亿·体育（中国）有限公司面临重新洗牌的严峻形式。DY 光伏公司也未能幸免，2011
年开始出口额大幅下降，企业受到前所未有的重创。本文就是在这个背景下讨论 DY 光
伏公司的营销战略。

本文引入 4Ps，4Cs 以及战略营销理论，通过市场调查，首先，对 DY 光伏公司外贸
营销现状进行分析，找出公司面临的问题，并分析了公司股权转移前后总体的运营情况。

文章详细介绍了 DY 光伏公司的股权结构，人员构成以及最近 3 年的出口情况。然后对
公司外部，内部营销环境以及欧亿·体育（中国）有限公司环境进行分析。揭示出光伏公司受世界政治经济环境
以及各国政策影响巨大的现实。运用 SWOT 战略分析模型列出了公司的优势，劣势，机
会，威胁，从而得出了 DY 光伏公司的外贸营销策略。本文采用了 STP 营销策略，进行
市场细分，目标市场，市场定位策略，以及营销策略组合：价格策略，产品策略，渠道
策略以及促销策略。在 DY 光伏公司今后的总的营销策略方针，针对不同市场的不同特
点，提出实施差异化的市场营销策略。文章最后列出了 DY 光伏公司营销策略实施的保
障措施以及需要注意的几个问题：不断技术创新，降低成本，规避产能过剩引起的价格
战，以及积极应对来自美国和欧盟的双反调查。同时，也提出了积极寻找开发新市场的
方案。

关键词：双反调查；产能过剩；市场细分；营销策略；

Abstract
Lin Yuanyuan (Master of Business Administration)
Directed By Prof. Wang Jun
The photovoltaic industry is a strategic emerging industry. The Development of PV
industry is very important to adjust the energy structure, promote energy production and
change consumption patterns, and promote the construction of ecological civilization. At
present, China has become the world's largest production base of PV products, but raw
materials, technology and market, are controlled by external PV market which leads to PV
declination under the situation of debt crisis in the United States, the European Union
dual rapidly dwindling, most of the enterprises have been merged or shut down, the entire
industry is facing a severe form of re-shuffling.
This paper introduces 4Ps, 4Cs, and strategic marketing theory, market research. First,
analysis DY company marketing status in order to identify the problems faced by the
company, and then analyze the overall operations before and after the transfer of the company
shares. The article describes in details the DY photovoltaic company's shareholding structure,
personnel, and exports in the last three years. Then discuss about the company's external and
internal marketing environment and industry environment analysis. The thesis reveals that
fact that PV companies are influenced heavily by the world political and economic
environment as well as national policies. The SWOT strategic analysis models listed company
strengths, weaknesses, opportunities and threats, to arrive at the DY photovoltaic company's
trade marketing strategy. In this paper, the STP marketing strategy, market segmentation,
target market, market positioning strategy and marketing strategy portfolio: pricing strategy,
product strategy, channel strategy and marketing strategy. DY PV companies in the overall
marketing strategy for future policy, the different characteristics for different markets,
proposed the implementation of differentiated marketing strategy. Finally, PV companies
listed DY safeguards implemented marketing strategy and the need to pay attention to several
questions: continuous technological innovation, reduce costs, avoid overcapacity caused by
the price war, as well as positive response from the U.S. and the EU dual investigation. It also
proposes to actively seek solutions to develop new markets.
Key Words: Anti-dumping; overcapacity; market division；marketing strategy