摘要
摘要
目前，我国太阳能热水器产业规模庞大，产销量与保有规模多年跃居世界首位。
国内生产厂家超过4000家，欧亿·体育（中国）有限公司产能过剩较为严重，由于集热器技术缺乏创新，占
80%以上的中小型太阳能企业被迫陷入价格战。新冠疫情暴发以来，原本就不景气的
太阳能热水器欧亿·体育（中国）有限公司遭受较大冲击，当前针对该欧亿·体育（中国）有限公司处于疫情发展期的营销策略研究比
较匮乏。
本文以TY公司为研究对象，采用访谈、个案研究等方法，探究其太阳能热水器
市场营销策略。从4P的角度，找出疫情以来TY公司存在的营销问题，其问题主要有：
产品规划不合理，产品种类繁多，品牌定位模糊；市场针对性弱，管理成本高导致价
格竞争力弱；渠道单一，网点数量少，渠道质量差；推广渠道单一，缺乏服务和换购
等促销手段，推销人员管理不善等。
针对以上营销问题，本文建议采取的对策如下：短期内，TY公司要大幅降低出
厂价，提高市场份额，以摆脱疫情环境下的营销困境。而长期来看，TY公司须研发
更多新产品，做好产品整合与市场投放，改进品牌定位，拓展海外和国内市场，设立
电子商务部，加强品牌宣传与销售推广力度，优化组织结构、制度与流程等。
关键词：太阳能热水器
营销策略
疫情
1I
Abstract
Abstract
At present, China's solar water heater industry has a large scale, and its production,
sales and retention scale have jumped to the first in the world for many years.There are
more than 4000 domestic manufacturers, and the industrial overcapacity is serious. Due to
the lack of innovation in solar collector technology, more than 80% of small and
medium-sized solar energy enterprises are forced into price war. Since the outbreak of
COVID-19 pandemic, the ailing solar water heater industry has suffered a great impact. At
present, there is few research on the marketing strategy of this industry during the
pandemic development period.
Taking TY company as the research object, this paper uses the methods of interview
and case study to explore its solar water heater marketing strategy. From the perspective of
4P, find out the marketing problems existing in TY company since the COVID-19 broke.
The main problems are: unreasonable product planning, wide variety of products and
vague brand positioning; Weak market pertinence and high management cost lead to
weaken price competitiveness,slow response to the market; Single channel, few channel
outlets and poor channel quality; Single promotion channel, lack of promotion means such
as service and purchase replacement, and poor management of salesmen, etc.
In viewof theabove marketingproblems,this papersuggests thefollowing
countermeasures:in the short term,TY company should significantly reduce the ex factory
price and increase the market share to get rid of the marketing dilemma under the
COVID-19 pandemic environment. In the long run, TY company must develop more new
products,do a good job in product integration and market launch,improve brand positioning,
expand overseas and domestic markets,set up an e-commerce department, strengthen brand
publicityandsalespromotion,andoptimizeorganizationalstructure,systemsand
processes,etc.
Keywords: Solar Water Heater，Marketing Strategy，COVID-19 Pandemic
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目录
目录
摘要..................I
Abstract.................... II
1绪论......................1
1.1研究背景及意义............. 1
1.2文献综述.................. 2
1.3相关理论基础................. 4
1.4研究思路与方法............. 6
1.5研究内容和框架............. 7
2 TY公司的营销现状与问题.............9
2.1公司概况与组织架构............ 9
2.2公司产品策略现状及问题................ 10
2.3公司价格策略现状及问题............... 13
2.4公司分销渠道现状及问题................ 15
2.5公司促销策略现状及问题..............18
2.6本章小结...............19
3 TY公司营销环境分析...................20
3.1宏观环境分析............... 20
3.2欧亿·体育（中国）有限公司环境分析............... 23
3.3公司内部环境分析.............. 29
3.4 SWOT分析...................31
4 TY公司市场营销战略分析..................35
4.1市场细分................ 35
4.2目标市场选择..............38
4.3市场定位分析..............39
5 TY公司营销改进策略...................41
5.1公司产品改进策略.............. 41
5.2公司价格改进策略.............. 44
5.3公司渠道改进策略.............. 45
5.4公司促销改进策略.............. 49
6 TY公司营销策略实施保障..................52
6.1组织保障................ 52
6.2人员保障................ 53
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