于新东

YuXinDong

　　美国和欧盟相继对中国光伏产业发起“双反”调查并作出相应裁定，使中国光伏产业陷入了空前的危及。一段时期网络上甚至出现“光伏产业将全军覆没”的论调。姑且不论这样说法的事实依据如何，更不论其居心为何，中国光伏产业当下正遭遇到因“双反”贸易纠纷而引发的产业生死存亡考验却是属实。

The United States and the European Union have launched to China pv industry"Double reverse"Investigate and make corresponding decision,Make China pv industry into a full-fledged endanger.For a period of time the network appear even"Photovoltaic industry will completely annihilated"argument.Apart from the said that based on the facts,More regardless of are,China pv industry is suffering because of the to"Double reverse"Trade disputes caused by industry survival test is true.

　　事实上，中国光伏产业目前遇到的劫难，也是中国诸多外向型产业过去乃至今后可能遇到问题的缩影。从根本上说，是传统发展方式面临困境、难以为继的集中反映，这也就是为什么国家把转变发展方式上升为全部工作主线的根本原因所在。因此，对待光伏产业的严峻形势以至对待所有类似严峻问题，如果仍然只是采取头痛医头、脚痛医脚的治标之法，没有穷根究源、转变发展方式的治本勇气和智慧，即使能够免一时之灾，但也无法免百日之忧。

In fact,China pv industry are currently having the apocalypse,Also many Chinese export-oriented industry in the past and in the future may be the epitome of problem.fundamentally,The traditional development mode is faced with a difficult situation/Unsustainable concentrated reflection,That is why countries change development mode for all main work up the fundamental reason.so,With the serious situation of photovoltaic industry is to treat all similar serious problems,If still just take instant gratification/JiaoTongYiJiao index of law,No QiongGen investigate source/Transformation of the way that effect a permanent cure courage and wisdom,Even if can avoid a disaster,But cannot avoid one hundred days of sorrow.

　　就传统发展方式的转变而言，当然不是在一朝一夕就能完成的，也非仅靠一方面某件事就可以得到改观。因此，应将当前光伏产业面临的严峻危机转化为重整河山待后生的重大契机，彻底转变原有的市场观念，树立起科学的市场观。这不仅是光伏产业，也是中国所有战略型新兴产业转变发展方式都须早思考、早准备的题中要义。

The traditional development mode for the transformation of,Of course not in accomplished overnight,Is not only on hand something can be changed.so,Should the current photovoltaic industry is facing the severe crisis into reforming land for epigenetic significant opportunity,Change the original market concept,Build a scientific ShiChangGuan.This is not only the photovoltaic industry,Is also the Chinese all strategic emerging industry transformation development mode must be early thinking/Early preparation in the topic of meaning.

　　科学的市场观主要包括正确处理好国际市场和国内市场、大市场和小市场、市场预期和市场扩张、低价制胜和技术领先、创业扶持和应用示范等相互对应的五对关系。

Scientific ShiChangGuan mainly includes the right to deal with the international market and domestic market/Big market and small market/Market expectations and market expansion/Low price to win and leading technology/Business support and application demonstration and mutual corresponding five relationships.

　　国内市场亦重要

The domestic market is also important

　　国际市场固然重要，但庞大的国内市场是更为重要的战略资源所在。改革开放之初，以空间换时间、以市场换技术的做法是必经阶段，也取得了巨大的成就。但是如今再把国内市场拱手让人，则是极其短视且后患无穷的。

The international market is important,But the huge domestic market is more important in strategic resources.At the beginning of the reform and opening up,With the space in time/Market in technical practice is an inevitable stage,We have also made very great achievement.But now again hand over with a bow in the domestic market,It is extremely myopia and future trouble boundless.

　　庞大的市场是我国经济现实的优势所在，也是未来的潜力所在，因此必须从现在起倍加珍惜、善加开发。以光伏产业为例，国内市场的潜力是十分巨大的，如2010年我国装机容量仅800兆瓦，而全球为17GW（1GW=1000兆瓦），是我国的20倍多。

Huge market is our country economic reality advantage,And in the future in the potential,So we must from now on treasured/Good and development.In photovoltaic industry as an example,The domestic market potential is very great,As in 2010, only installed capacity of 800 mw,While the global gw is 17(1 gw = 1000 mw),China is twenty times more.

　　因此，既要吸取那些轻视国内市场的深刻教训，比如在金太阳示范工程3年前刚公布的时候，许多企业就因不怎么挣钱甚至赔本而不愿意接手，结果错失良机；此外，还要逐步扭转在为国外用户输送清洁能源的同时，消耗大量国内能源的“国内耗能、国外节能”的出口创汇模式，及时改变原有典型的原料、设备和产品“三头在外”的产业特征，让成果和产品不断惠及国内。

so,Should not only learn from people who try to belittle the domestic market profound lessons,For instance in gold sun demonstration project 3 years ago just published,Many enterprises for don't earn money even sustain losses in business and not willing to take,Results missed the boat;In addition,Will gradually turn for foreign users in conveying clean energy at the same time,A large number of domestic energy consumption"Domestic energy consumption/Foreign energy saving"The export model,Timely change original typical raw materials/Equipment and product"Three head out"Industry characteristics,Let the results and products continuously benefit domestic.

　　细分市场是关键

Market segment is the key

　　大宗市场固然利厚，但众多的细分市场是更为细水长流的利润源泉所在。在利润最大化原则的推动下，企业竞相涌入利厚酬丰的大宗市场以争得一杯羹，这本在情理之中。但在市场竞争日益激烈情形下，企业应该同时实施多元化市场战略。光伏企业亦不例外。

The large market is thick,But many of the market segment is more to do little by little without profit source.In the principle of maximum profit driven,Enterprise are pouring into the thick of the abundant for bulk market to with a cup of soup,This in reason.But in the market competition situation,Enterprises should also implement diversified marketing strategy.Photovoltaic enterprise is no exception.

　　既有公用事业市场，也有民用住宅市场，光伏企业应当在巩固已有的市场的同时开拓更多未知的细分市场，针对各类市场需求开发多样化的消费光伏产品。

Both the utility market,Also have civilian residential market,Photovoltaic enterprises shall consolidate the existing market at the same time open more unknown market segment,All kinds of market demand for the development of diversified consumption photovoltaic products.

　　据报道，尽管欧盟国家2012年光伏产业政策都转向削减补贴，但住宅类光伏项目仍保持市场吸引力。随着住宅光伏项目市场需求增加，有可能缓解目前欧洲市场的压力。在国内，有报道指出，金太阳示范工程2013年有望扩容，在2012年总规模超1.7GW的基础上，再增加1.2GW，企业有望把握新的市场容量。

According to the report,Although the countries of the European Union in 2012 pv industry policy is to cut subsidies,But residence kind pv projects still maintaining market appeal.Along with the housing market demand increase pv projects,May relieve the pressure of the European market at present.In China,Reports say,Gold sun demonstration project in 2013 is expected to flash,In 2012 the total scale super 1.7 GW's basis,Add 1.2 GW,Enterprise is expected to grasp new market capacity.

　　同时，企业还可以在光伏产品的多样性上下功夫，开辟诸多新市场，如开发太阳能台灯、太阳能手电筒、光电鼠标等应用产品。

At the same time,Enterprise can also in pv product diversity fluctuation kongfu,Open up many new market,As the development of solar energy lamp/Solar flashlight/Optical mouse and application products.

　　市场扩张需谨慎

Be careful market expansion

　　市场利好固然可喜，但审慎的市场扩张是更为科学理性的成长之道所在。企业生产经营建立在对市场的充分调查和把握的基础之上，但是在市场利好面前，很多企业容易盲目跟风。

Good is good market,But careful market expansion is more scientific and rational growth in the way.The production and operation of enterprises based on the full investigation and grasp the market on the basis of,But in the market before the good,A lot of enterprise easy to blindly follow suit.

　　光伏产业这些年来的大起大落就是这条规律的生动写照。2005年受新能源概念被热捧驱使，大量企业纷纷上马光伏。2010年火爆的光伏市场行情又吸引大量中小企业盲目跟进，结果一时之间，全国出现大大小小光伏组件厂商700多家，供求严重脱节，众多中小光伏企业陷入绝境。由此可见，科学理性的审慎市场分析仍是立于不败之地的法宝之一。

Photovoltaic industry always ups and downs over the years is the vivid reflection of the law.By 2005 new energy concept is heat driven bouquet,A large number of enterprises have the pv.2010 hot of photovoltaic market and attract a large number of small and medium-sized enterprise blindly follow up,The results between the,The national appear greatly small pv module manufacturer home to more than 700,Supply and demand between serious,Many small and medium-sized photovoltaic enterprise gamblers.Thus it can be seen,Scientific rational careful market analysis is still remain invincible one of the magic weapon.

　　创新体现竞争力

Innovation reflect competitiveness

　　价格低廉固然诱人，但创新的技术才是企业根本的竞争优势所在。市场竞争中，以降低成本为宗旨的低价制胜是一个重要选择，但是长期来看，技术领先则是更为强大而持久的竞争优势。以美国光伏企业为例，尽管数量不多，但几乎都有自己特色和主打产品。特别是在重视研发方面，投入大一般占经营总收入的15%以上，是国内企业5%不到的占比所远远不能及的。

Low price is attractive,But the technology innovation is the enterprise basic competitive advantage.Market competition,To reduce costs for the purpose of the low price to win is an important choice,But in the long term,Leading technology is more strong and lasting competitive advantage.In the United States photovoltaic enterprise as an example,Despite the small number,But almost all have their own characteristics and main products.Especially in pay attention to development,In large general accounted for more than 15% of the total revenue management,Is less than 5% of the domestic enterprise than the far can not and.

　　因此，片面依赖低成本的同时势必造成低附加值，从而降低国内市场尤其是国际市场的竞争力。企业必须以太阳能电池高效高质和新工艺新技术的研发和产业化为方向，一方面，抓紧提高电池转换效率、降低生产成本；另一方面，抓紧研究制定行业标准，既能提高我国产品进入国际市场的能力，又能维护市场公平竞争的环境、改变目前国外光伏产品进入我国不需要进行任何机构监测的现状，从而推进光伏产业的健康发展。

so,One-sided depend on low cost at the same time, it will be bound to cause the low added value,So as to reduce the domestic market, especially the competitiveness of the international market.Enterprise must take the solar cell efficient and quality and new process, new technology development and industrialization for direction,On the one hand,To improve the battery conversion efficiency/Reduce production cost;On the other hand,Pay close attention to the study setting the industry standard,Can not only improve our country product to enter the international market ability,And to protect fair competition in the market environment/To change the present foreign photovoltaic products into our country do not need to undertake any organization present situation of monitoring,To promote the healthy development of the photovoltaic industry.

　　培育市场需远见

The cultivation of market need foresight

　　扶持创业固然重要，但应用示范工程和培育市场需求是更富有远见的战略举措所在。简言之，就是政府扶持主要是弥补市场环节还是弥补生产环节。从光伏产业的特点和状况来看，政府应该更多弥补市场环节，也就是在市场临界点助其临门一脚，从而好钢用在刀刃上。这既更符合国际规则，也能避免政府因在企业创业初期加以扶持而授人以柄。

Support business is important,But application demonstration projects and the cultivation of market demand is more visionary strategic move in.In short,Is the government support is mainly make up market link or make up for production links.From photovoltaic industry characteristics and situation,The government should more remedy the market link,Is the critical point in the market to help them rimmon a feet,Thus good steel used in the blade.It was more in line with international rules,Also can avoid the government because in the enterprise startup to support and charging.

　　当前几家最大的光伏企业遭遇难题，就被不少人认为是当地政府的政绩行为和利益捆绑。因此，政府今后的关注重点应放在商业化、市场化上，进一步细化并统一光伏上网电价政策等，逐步加大国内应用市场的开拓力度。

The current several largest photovoltaic enterprise encounter problems,Will be a lot of people think is the local government achievements behavior and interests bind.so,The government should focus on the future focus on commercial/Marketization on,Further refinement and unified photovoltaic online electricity price policy, etc,Step by step domestic application market development efforts.

　　有了科学市场观，再加上天时、地利、人和，可以说，中国经济出海的道路虽曲折，但前途是光明的。

Scientific ShiChangGuan,Plus days/Favorable location/and,Can say,China's economy is sea road twists and turns,But the future is bright.