晶澳太阳能公司战略管理研究

发布时间：2018-01-03 03:46

本文关键词：晶澳太阳能公司战略管理研究　出处：《电子科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：晶澳太阳能公司,成立于2005年5月,是一家专业生产高性能的太阳能光伏硅片、电池和组件的中国民营制造商。自成立以为,晶澳太阳能公司迅速壮大并快速扩张,全球有四个销售办事处、在中国有六个工厂和两个研发中心。根据《2013全球可再生能源现状报告》,晶澳太阳能公司在“2012年全球十五大太阳能光伏组件制造商市场份额”中排名全球第7位、中国第4名[46]。2010和2011年太阳能光伏产业经历了高速发展,建立了大规模产能,特别是在中国,产能和供应大量过剩、竞争加剧、价格进一步下跌、制造商利润越来越薄。而且由于经济不景气,许多欧洲国家减免了对光伏行业的政策支持及财政激励,使市场规模进一步萎缩。在这样严峻的行业大环境压力下,晶澳太阳能公司面临着巨大挑战,高层管理者迫切需要科学地分析公司所面对的内部外环境,并提出企业生存及发展战略。本文首先介绍了晶澳太阳能公司、研究的行业背景及相关的战略管理理论文献回顾、国内外光伏研究现状。然后收集了2012年底全球光伏市场及产业发展情况的数据,包括欧洲、亚太地区地区(中国除外)、中东和北非(MENA)地区,并详细介绍了中国光伏市场及行业发展情况。根据国内外市场及行业现状,结合晶澳太阳能公司现有商业模式,指出给公司战略发展带来的思考及启示。其次,对晶澳太阳能公司进行内外部环境分析,包括宏观环境(社会、政策、法律、国际和技术环境)、行业(波特五力模型)及主要市场及竞争对手分析、竞争优势和SWOT分析。最后,进行TOWS分析,通过最大程度发挥公司优势、抓住机会、减免劣势及威胁的情况下提出晶澳太阳能公司发展战略选择,包括技术创新战略、成本领先战略、制造业服务化战略及多元化战略,并改进晶澳太阳能公司的商业模式:作为整个光伏产业链解决方案专家,从光伏项目竞标,系统设计,电池、组件及硅片的制造及研发,到工程、采购和安装施工及售后服务等一体化解决方案者。本论文是鉴于目前太阳能光伏产业严峻挑战的大背景下的一次全新探索,希望能为晶澳太阳能发展提供明确的战略目标、并给其他相关企业提供借鉴。
[Abstract]:Jingao Solar Company, founded in May 2005, is a private manufacturer specializing in the production of high-performance solar photovoltaic silicon wafers, batteries and components. Jingao Solar has grown and expanded rapidly, with four sales offices around the world, six factories and two R & D centers in China, according to the State of Renewable Energy 2013 report. Jingao Solar Co., Ltd ranks 7th in the world and 4th in China in "15 largest solar photovoltaic module manufacturers' market share" in 2012. [In 2010 and 2011, the solar photovoltaic industry experienced rapid growth, building massive capacity, especially in China, with large overcapacity and supply, increased competition and further price declines. Manufacturers' profits are thinning, and many European countries have cut policy support and financial incentives for the photovoltaic industry because of the economic downturn. In such a severe industry environment pressure, Jingao Solar is facing a huge challenge, the top management urgently need to scientifically analyze the internal and external environment faced by the company. And put forward the survival and development strategy. Firstly, this paper introduces Jingao Solar Company, the industry background of the research and related strategic management theory literature review. Then collected the data of global photovoltaic market and industry development in end of 2012, including Europe, Asia-Pacific region (excluding China, Middle East and North Africa) region. According to the current situation of domestic and foreign markets and industries, combined with the existing business model of Jingao Solar Company, this paper points out the thinking and inspiration to the company's strategic development. Analyze the internal and external environment of Jingao Solar Company, including macro environment (social, policy, legal, international and technical environment), industry (Porter five Force Model), major markets and competitors. Finally, through the TOWS analysis, through maximizing the advantages of the company, seize the opportunity, reduce the disadvantages and threats under the circumstances of Jingao Solar Company's development strategy choice. Includes technology innovation strategy, cost leadership strategy, manufacturing service-oriented strategy and diversification strategy, and improved Jingao Solar Company's business model: as the entire photovoltaic industry chain solution specialist. From photovoltaic project bidding, system design, battery, module and silicon wafer manufacturing and R & D, to engineering. Procurement and installation of construction and after-sales service and other integrated solutions. This paper is a new exploration under the background of the severe challenges of the solar photovoltaic industry. Hope to provide clear strategic objectives for the development of Jingao Solar, and other related enterprises to provide reference.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.61

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