E公司光伏逆变器产品失败案例研究

发布时间：2018-04-07 16:25

本文选题：光伏逆变器　切入点：战略管理　出处：《华中师范大学》2015年硕士论文

【摘要】：环境污染和能源紧缺日益成为当今社会面临的主要问题,而太阳能光伏发电为同时解决这两方面的问题起到了非常重要的作用。2009～2010年,由于各地政府都将光伏发电当成重点行业来推动,大量的资金、人力和资源纷纷流入这个行业。正是在这种大背景下,E公司“顺势”进入光伏逆变器行业。在2010～2012年的3年时间里,E公司凭借强大的市场销售能力,迅速抢占市场,占据了国内市场份额前三名的位置。从2013年年初开始E公司的光伏逆变器产品出现亏损,而到了2014年5月,E公司将光伏逆变器产品剥离出售。从开始进入到剥离出售,不到5年的时间,E公司的光伏逆变器产品在这么短的时间里到底发生了什么?又是什么原因导致E公司的光伏逆变器产品经历了“过山车式”的逆转?本文按照时间顺序清晰地还原了整个案例的全过程,从产品的刚刚起步到迅猛发展并获得成功,再从行业顶峰到亏损,从亏损再到剥离出售。通过对各个过程和环节的分析,得出了其失败和剥离出售的六大原因,即：产品研发战略失误、营销策略失误、公司组织变革影响、公司文化影响、公司领导力影响、国内经济和行业竞争影响。通过这些原因的分析,得出产品的失败和剥离出售是不可避免的这一结论。分析完这些原因后,在第五章根据当时的情形,给出了应对当时失败和错误的对策以及建议。本文希望通过对案例的相关分析以及一些思考和建议,为我国的企业和企业家们提供一些启示和借鉴。
[Abstract]:Environmental pollution and energy shortage have increasingly become the main problems facing the society today, and solar photovoltaic power generation has played a very important role in solving these two problems simultaneously. From 2009 to 2010, solar photovoltaic power generation has played a very important role in solving these two problems.Because local governments are promoting photovoltaic power generation as a priority sector, a lot of money, people and resources are flowing into the industry.It is in this context that E company "homeopathy" into the PV inverter industry.In the three years from 2010 to 2012, with its strong market sales ability, the company quickly seized the market and occupied the top three positions in the domestic market share.Since the beginning of 2013, E company's photovoltaic inverter products have been at a loss, and by May 2014, the company will be PV inverter products sold off.From the beginning to the divestiture sale, in less than five years, the company's photovoltaic inverter products in such a short time after all what happened?What causes E's photovoltaic inverter products to undergo a rollercoaster reversal?In this paper, the whole process of the whole case is clearly restored according to the time sequence, from the beginning of the product to the rapid development and success, from the industry peak to the loss, from the loss to the divestiture.Through the analysis of various processes and links, six reasons for its failure and divestiture are obtained, that is, product development strategy error, marketing strategy error, corporate organizational change impact, corporate culture impact, and corporate leadership impact.The influence of domestic economy and industry competition.Through the analysis of these reasons, we draw the conclusion that product failure and divestiture is inevitable.After analyzing these reasons, in the fifth chapter, according to the situation at that time, the countermeasures and suggestions to deal with the failure and error at that time are given.This paper hopes to provide some enlightenment and reference for Chinese enterprises and entrepreneurs through the case analysis and some thoughts and suggestions.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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