LN光伏公司国际竞争战略研究

发布时间：2018-04-27 10:56

本文选题：LN公司 + 光伏　；参考：《山东大学》2013年硕士论文

【摘要】：世界光伏产业自从20世纪90年代后半期加快了发展的步伐。作为低碳经济”的最直接体现,发展太阳能光伏产业被作为新能源经济而广受关注。太阳能光伏发电生产期间投入的1度电在其整个生命周期内可收回30-50度电(根据不同的地区,发电量有一定的差别),是投入回报较高的一种发电方式。1997—2002年,太阳能电池产量年均增长33.1%；2003—2007年,年平均增长49.5%；2008-2012年,年平均增长超过40%。近几年光伏产业经历了缓慢-快速-爆炸式的发展过程,产业规模不断扩大,无论在产品制造、设备、核心技术,还是在市场开发、安装与服务等方面,都具有了部分自主知识产权,有的已经具备了国际领先水平,目前我国光伏产业已经在国际市场上占有举足轻重的地位。截至2011年,全球光伏光伏产量前10强中我国占了6家,2012年我国的光伏产量和份额进一步扩大。此外,随着国际化步伐的加快,国内领先的企业如无锡尚德、江苏阿特斯等陆续开始在美国、加拿大等地建立工厂,他们提供的质优价廉的光伏产品为全球光伏产业的快速发展起到了重大的作用。我国地域辽阔,光伏发电市场潜力巨大。但我们目前的发展水平与欧、美、日等国家和地区还有较大差距。2010年前国内光伏市场基本处于起步阶段,国内没有统一的光伏发电政策,特许权招标由于价格过低,光伏企业缺乏兴趣,企业的主要业务来源于金太阳项目和偏远地区的离网系统。受欧洲国家和地区下调上网电价补贴及全球光伏产业整体过剩影响,2011年我国推动了上网电价政策,当年光伏总装机容量达到2.5GW,2012年进一步扩大到了4GW左右,我国已经成为世界光伏应用的的第二大国家。2013年1月29日,国家能源局可再生能源司副司长史立山透露,我国光伏“十二五”规划装机容量调整落定,将从21GW调整至35GW,这将意味着每年新增光伏安装量在8GW以上,中国有希望在未来1-2年超过德国,成为光伏应用的第一大国。然而由于中国的光伏市场启动晚,受政策影响较大,运作非常不规范,缺乏有效的监管,目前国内光伏应用市场的参与者仍然主要为国有企业,而作为光伏产品生产的主要力量,民营企业则长期依赖国际市场。2010年前国外市场的销售量占光伏产品总销售量一直在90%以上。尽管2011年以后国内市场的逐步启动,主要光伏生产企业目前国外市场销售量仍占总产量的80%以上,可以预见在未来很长时间,国际市场仍是中国光伏企业进行光伏产品销售的主要市场。随着光伏企业的上一轮的快速扩张之后,行业的短期行为和不成熟运作模式正快速的放大。2011年开始的产能严重过剩,2012年10月中旬美国对于中国的光伏“双反”裁决,2012年9月和11月欧盟开始的“双反”调查,都使得中国光伏产业外部市场逐步变的更加恶劣。为抵御行业严冬,陷入困境中的光伏企业只能举起裁员和降薪的大刀。其中,尚德电力主动收缩产能,天合光能调低出货预期以求节约成本,赛维LDK抛售旗下物业回笼资金。这些情况的出现,使光伏行业呈现非常迷茫和悲观的情绪,这些都促使企业管理者来检查和评估当前国际竞争战略的价值和合理性、促使企业时刻关注企业未来竞争战略,不断审视当前竞争战略对未来的影响,促使企业寻找新的突破点,参与全球竞争,并建立竞争优势,具有重要的作用。本文首先对当前宏观经济环境及光伏行业环境进行分析,分析出LN光伏公司当前的外部环境形势,接下来对企业内部环境进行客观分析评价,这其中包括企业的有形资源、无形资源、核心能力以及价值链分析,然后通过对企业的SWOT分析、国际市场目标及定位,从而确定公司的竞争战略,并从6个方面推进竞争战略的组织和执行。为确保公司竞争战略的有效实施,本文对竞争战略的实施进行了4个方面保障说明。
[Abstract]:The world photovoltaic industry has accelerated the pace of development since the second half of the 1990s. As the most direct embodiment of the low carbon economy, the development of the solar photovoltaic industry is widely concerned as the new energy economy. The 1 degrees of electricity invested during the solar photovoltaic production can be retracted by 30-50 degrees in the whole life cycle (according to different regions. There is a certain difference in the capacity of power generation. It is a kind of generating mode with higher return on investment.1997 - 2002, the output of solar cells increase by 33.1% annually; 2003 - 2007, the average annual increase is 49.5%; 2008-2012 years, the average annual increase is more than 40%.
In recent years, the photovoltaic industry has experienced a slow, rapid and explosive development process, and the industrial scale has been expanding. In the aspects of product manufacturing, equipment, core technology, market development, installation and service, there are some independent intellectual property rights. Some have already had the international leading level. At present, China's photovoltaic industry is already in the world. As of 2011, China has accounted for 6 of the top 10 global photovoltaic production. In 2012, China's photovoltaic output and share are further expanded. In addition, as the pace of internationalization is accelerated, the leading domestic enterprises such as Wuxi Suntech and Jiangsu ATIS have begun to establish factories in the United States, Canada and other places. They offer high quality and inexpensive photovoltaic products for the rapid development of the global photovoltaic industry has played a major role.
China has a vast territory and great potential for the photovoltaic power market. However, our current level of development has a large gap with Europe, the United States, Japan and other countries and regions. The domestic photovoltaic market is basically in its infancy.2010 years ago. There is no unified photovoltaic power policy at home. The business comes from the golden sun project and the remote area off network system. By the European countries and regions down the Internet tariff subsidies and global photovoltaic industry overall surplus influence, China promoted the Internet tariff policy in 2011, the current capacity of photovoltaic assembly reached 2.5GW, and in 2012, it expanded to about 4GW. China has become the world's photovoltaic system. The second largest country of application in January 29th, the deputy director of the renewable energy division of the National Energy Bureau, said that China's photovoltaic "12th Five-Year" plan installed capacity adjustment will be adjusted from 21GW to 35GW, which will mean that the new PV installation is more than 8GW each year, and China wants to exceed Germany in the next 1-2 years and become a photovoltaic response. However, as China's photovoltaic market started late, it was greatly influenced by the policy, the operation was very irregular and lack of effective supervision. At present, the participants in the domestic photovoltaic market are still mainly state-owned enterprises. As the main power of production of photovoltaic products, private enterprises have long relied on the international market.2010 years ago. The sales volume of the market accounts for more than 90% of the total photovoltaic sales. Although the domestic market is starting gradually after 2011, the sales of the major photovoltaic enterprises still account for more than 80% of the total output in the foreign market. It is foreseeable that in the future, the international market is still the main market for the PV products in China.
With the rapid expansion of the last round of the photovoltaic industry, the industry's short-term behavior and the immature operation model are rapidly enlarging the heavy capacity overcapacity in.2011. In mid October 2012, the U.S. photovoltaic "double counter" decision in the middle of October 2012 and the "double counter" investigation started in September 2012 and November have all made China's photovoltaic industry outside. The market is getting worse. In order to resist the hard winter, the photovoltaic companies in the difficult situation can only raise the cutting and pay cuts. Suntech power is actively contracting production capacity, Trina Solar is lowering its shipments to save the cost. LDK LDK sells its property back to the capital. Confused and pessimistic emotions, all of which encourage enterprise managers to check and evaluate the value and rationality of the current international competition strategy, and encourage enterprises to pay close attention to the future competitive strategy of the enterprises, constantly examine the impact of the current competitive strategy on the future, promote the enterprises to find new breakthroughs, participate in global competition, and establish competitive advantages. An important role.
This article first analyzes the current macro-economic environment and the environment of the photovoltaic industry, analyzes the current external environment situation of LN PV Company, and then carries out an objective analysis and evaluation of the internal environment of the enterprise, including the tangible resources, intangible resources, core competence and value chain analysis, and then through the analysis of the enterprise's SWOT, The international market targets and positioning to determine the company's competitive strategy and promote the organization and implementation of the competition strategy from 6 aspects. In order to ensure the effective implementation of the company's competitive strategy, this paper carries out 4 aspects of the implementation of the competition strategy.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.61

【参考文献】