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1、AbstractWiththescarcityoftraditionalenergyresources,increasinglyseriousenvironmentalpollution,inexhaustiblesolarenergyasarenewablegreenenergybegantobeeveryone'sattention,thestatusquoisbecominganintegralpartoflife.SolarpowerinChinainthepastdecade,upsanddowns,a
2、tpresent,itisfacingvariousproblemwhichlimiteditsfurtherdevelopment,suchasthecostofphotovoltaicpowergenerationisstillmuchexpensivethantraditionalcoal-firedpower,industrycapacityismuchexceedmarketdemand,technicalstudymeetsbottleneck,valuechainreliedonabroadmark
3、et,foreignmarkettradeprotectionwithimmaturedomesticmarketetc.WithrecentyearseffortsofChinaGovernment,seriesofPVPoliciesandSubsidiesarealreadypublicreleased,whichleadstheChinamarketabigdifferencethanbefore.UnfortunatelythisisinvainforthewholePVproductionindust
4、ryinChina.Withthedeclinedemandoftheend-usermarketEUandNA,BankruptcyandrestructuringTopPlayerinPVindustryWuxiSun-tech,asthephotovoltaicmanufacturingcountryChinahasneverbeenmetthesechallenges.Inthispaper,asolarpanelproducer,HanwhaSolarOneforexample,basedonthePV
5、industrycompetitionstatusandthecompanydevelopment,withtheSWOTanalysisofitsProduct,Price,Place,Promotion,PublicRelation,PoliticsPower,thenthestrategiesformarketingandsalesweredeliveredincludingproductlineoptimizationandproductinnovation,variousproductswithflex
6、ibleprice,multiplechannelsdevelopmentandmaintain,GlobalBrandimageSet-upandProtect,GlobalSalesPR&localAccesssettlement,Newmarketdevelopmentandadjustmentofbusinessstructureetc.Theseadvicesshallbesuitableforcurrentindustrysituation.Finally,forsummary,regardlesst
7、hecurrentsituation,SolarEnergyisexpectedtohaveabrightfuturedefinitely.ThisstudycouldbethereferenceforthemajordomesticPVmodulemanufacturingcompanies,andwhileitcouldbetheexampleforothernewenergymanufacturingcompaniestofollow.Keywords：Solarindustry,Marketing&Sal
8、esStrategy,RenewableEnergyIII万方数据目录致谢....................................................................I摘要...................................................................IIAbstract..
