荣事达太阳能集团市场竞争战略研究

发布时间：2018-05-12 14:29

本文选题：荣事达太阳能 + 市场竞争战略　；参考：《江西师范大学》2015年硕士论文

【摘要】：自上世纪七八十年代起,太阳能作为清洁能源一直是我国开发新能源的重点。一方面,太阳能企业属于劳动密集型企业,在市场竞争日益激烈的大背景下,企业发展参差不齐、门槛不高、生产不具规模化、产品品牌影响力小、技术发展缓慢、开发资金不足等成为太阳能企业面临的现实问题。另一方面,电能、燃气、地热能、风能、核能等替代能源也使太阳能企业面临巨大的威胁。作为民族企业新秀的荣事达太阳能集团在挑战下觅发展,确定切合实际的总体战略定位,制定行之有效的实施战略,以在竞争市场中立于不败之地已为当务之急。本文在阐述市场竞争相关理论的基础上,对荣事达太阳能集团的市场竞争力进行了SWOT分析,并从内外部探究了荣事达太阳能集团的市场竞争环境,进而提出荣事达太阳能集团在总体层面上应该采取领先型成长战略,而在经营层面应该采取差异化制胜的竞争战略,与相关职能战略在总体战略的指导下相辅相成,共同构建荣事达太阳能集团完整的市场竞争战略。同时,任何优秀的市场竞争战略都必须有条不紊地实施与严格的控制。荣事达太阳能集团在恰当总体战略定位的基础上,需要积极利用生产、营销、财务、人力等工具进行全面的实施保障,并采取市场竞争战略绩效考评体系和预警机制进行战略的控制。只有这样,才能保证一个完整的荣事达太阳能集团市场竞争战略的构建和实施并得以奏效。
[Abstract]:Since the 1970s and 1980s, solar energy as a clean energy has been the focus of the development of new energy in China. On the one hand, solar energy enterprises belong to labor-intensive enterprises. Under the background of increasingly fierce market competition, the development of solar energy enterprises is uneven, the threshold is not high, the production is not large-scale, the influence of product brands is small, and the technology development is slow. Lack of funds for development has become a real problem facing solar energy enterprises. On the other hand, alternative energy sources such as electricity, gas, geothermal, wind and nuclear energy also pose a great threat to solar companies. As a rookie of national enterprises, Rongshida Solar Energy Group is facing the challenge of seeking development, determining the overall strategic orientation in line with the reality, formulating effective implementation strategies, and establishing an invincible position in the competitive market. On the basis of explaining the relevant theories of market competition, this paper analyzes the market competitiveness of Rongshida Solar Group by SWOT, and probes into the market competition environment of Rongshida Solar Group from inside and outside. Furthermore, the author puts forward that Rongshida Solar Energy Group should adopt the strategy of leading growth on the overall level, and adopt the competitive strategy of differentiation to win in the management level, and complement each other with the related function strategy under the guidance of the overall strategy. Jointly construct the complete market competition strategy of Rongshida Solar Energy Group. At the same time, any excellent market competition strategy must be methodically implemented and strictly controlled. On the basis of proper overall strategic positioning, Rongshida Solar Group needs to actively use production, marketing, finance, manpower and other tools for comprehensive implementation protection. Market competition strategy performance evaluation system and early warning mechanism are adopted to control the strategy. Only in this way, can we guarantee the construction and implementation of a complete market competition strategy of Rongshida Solar Group.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.6

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