TW太阳能光伏有限公司发展战略研究

发布时间：2018-02-27 14:33

本文关键词： SWOT分析竞争战略战略措施　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前,随着全球化的能源危机和环境污染的加剧,人们对新兴能源的渴望日益加剧。随着国家十二五战略规划对新能源的重视,太阳能光伏行业迎来新的发展机遇。本文以新建太阳能光伏企业TW太阳能有限公司为研究对象,通过对公司整体环境和自身情况进行分析,制定公司持续的发展战略。在对战略分析理论和相关理论方法进行分析的基础上,本文从公司面临的外部环境分析入手,运用PEST分析模型,对公司发展面临的一般环境进行分析,包括对政治法律环境、经济环境、社会文化环境和技术环境四个方面。在对宏观环境进行分析的基础上,分析行业发展环境,包括对行业发展现状、发展面临的机遇和发展趋势进行分析。最后,运用波特五力分析模型,对行业发展的竞争环境进行分析,从竞争者、替代品、供应商议价能力、购买者议价能力和潜在进入者五个方面进行分析。通过以上三方面的分析,对公司发展面临的外部环境做详细的了解。同时对公司发展的内部环境进行分析。从公司的组织结构、人力资源状况、财务能力、生产能力和市场营销能力进行分析,得出公司内部的具体发展环境,便于企业对自身实力有一个较为明确的认识。在以上分析的基础上,对公司内部进行SWOT战略分析,分析公司内部的优势劣势、发展机会和威胁,对战略进行组合分析,运用QSPM量化评估方法,得出WO战略是企业发展最为合适的方案。最后根据公司发展的WO战略,制定具体的战略实施方案。从公司文化建设、竞争战略实施、人力资源管理和公司品牌建设四个方面进行战略实施。旨在提高公司总体的竞争力,为公司的进一步发展打下基础。由于国内太阳能光伏行业具有较高的同质性,本文的研究成果亦可以为行业发展提供一定的借鉴参考价值,促进行业的整体发展。
[Abstract]:At present, with the globalization of the energy crisis and the intensification of environmental pollution, people's desire for new energy is increasing day by day. This paper takes TW Solar Energy Co., Ltd., a new solar photovoltaic enterprise, as the research object, through the analysis of the company's overall environment and its own situation, formulates the sustainable development strategy of the company. Based on the analysis of the theory of strategic analysis and related theories and methods, this paper starts with the analysis of the external environment faced by the company, and applies the PEST analysis model to analyze the general environment facing the development of the company, including the political and legal environment. Economic environment, social and cultural environment and technological environment. On the basis of the analysis of macro environment, this paper analyzes the industry development environment, including the current situation of industry development, the opportunities and development trends faced by the industry. Finally, This paper analyzes the competitive environment of industry development by using Porter's five-force analysis model. It analyzes the competitive environment from five aspects: competitor, substitute, supplier bargaining power, buyer's bargaining power and potential entrant. Make a detailed understanding of the external environment facing the development of the company. At the same time, the internal environment of the company's development is analyzed. From the analysis of the company's organizational structure, human resources, financial ability, production capacity and marketing ability, the specific development environment within the company is obtained. It is convenient for enterprises to have a clear understanding of their own strength. On the basis of the above analysis, SWOT strategy analysis is carried out within the company, the strengths and weaknesses, development opportunities and threats within the company are analyzed, the combination analysis of the strategy is carried out, and the quantitative evaluation method of QSPM is used. WO strategy is the most suitable solution for enterprise development. Finally, according to the WO strategy of the development of the company, the author formulates the concrete strategy implementation plan. From the company culture construction, the competition strategy implementation, Human resource management and brand building are carried out in four aspects. The aim is to improve the overall competitiveness of the company and lay the foundation for the further development of the company. Due to the high homogeneity of domestic solar photovoltaic industry, the research results of this paper can also provide some reference value for the development of the industry, and promote the overall development of the industry.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.61;F272

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