乐凯太阳能电池背膜市场营销战略-工商管理专业论文.docxVIP

I I 摘 要 摘 要 伴随着时代和科学技术的进步，绿色环保型能源成为人类研究的重点。太阳能作为 一种取之不尽，用之不竭的能源，在世界各国正被大量的开发和利用。太阳能电池是一 种新型的能源装置，它可以利用太阳的光电效应把光能直接转化成电能，具有永久性、 清洁性、灵活性三大优点。本文所研究的太阳能电池背膜是太阳能电池组件的重要组成 材料，位于太阳能电池组件背面的最外层，在户外环境下起到保护太阳能电池组件不受 水汽侵蚀的作用。 进口品牌控制着我国国内的太阳能电池背膜市场，加之我国的太阳能电池背膜行业 大品牌格局的确定，都对乐凯品牌战略造成了挤压，使得正在积极转型中的乐凯遇到了 强大的阻力。 一个企业要在竞争激烈的市场中脱颖而出并具有持久的竞争优势，就要适应市场环 境变化，准确而有效的把握机遇和商机，这必须对产品所在的行业进行深度分析并做出 明确的营销战略。 本文从营销战略的基本理论出发，应用 EFE 矩阵、IFE 矩阵、SWOT 矩阵、QSPM 分析 等分析模型和方法，结合目前整个太阳能电池背膜行业与乐凯公司的现状，对乐凯太阳 能电池背膜的营销战略进行研究，从而确定适合乐凯公司的战略定位，为乐凯太阳能电 池背膜的下一步工作，明确了发展的方向。 关键词 太阳能；太阳能电池；太阳能电池背膜；营销战略；乐凯 II II Abstract Abstract Along with progress of the society and science, green and environment-friendly energy source has become the hot topic of the scientific research. Solar energy, as a inexhaustible energy source, is being developed and utilized in large scale in many countries in the world. Solar cell is a new type of energy device which convert solar energy directly into electric energy through photo-electric conversion process, with the features of durable, clean and flexible. Solar cell backboard, researched in this dissertation is a important composing materials for components of solar cell, a outmost layer in backside of the solar cell, for protecting the components from eroding by the moisture. The foreign product of solar cell backboard has taken a larger shear of the domestic market, furthermore, some giant player has taken a dominant role in this field. Situation give Lucky Film a server pressure and resistance in its commitment of business transforming. In a market of fierce market competition, to become prominent and keep sustainable competence, a enterprise has to be adapted to the market environment, grasp the chance effectively and precisely, which has to be based on the profound analysis and correct marketing strategy. Based on the basic theory of market strategy, and in consideration of current situation of the market of the solar cell backboard and Lucky business status, the market strategy for so