本文關鍵詞： SWOT分析 競爭戰(zhàn)略 戰(zhàn)略措施　出處：《西南交通大學》2013年碩士論文　論文類型：學位論文

【摘要】：目前,隨著全球化的能源危機和環(huán)境污染的加劇,人們對新興能源的渴望日益加劇。隨著國家十二五戰(zhàn)略規(guī)劃對新能源的重視,太陽能光伏行業(yè)迎來新的發(fā)展機遇。本文以新建太陽能光伏企業(yè)TW太陽能有限公司為研究對象,通過對公司整體環(huán)境和自身情況進行分析,制定公司持續(xù)的發(fā)展戰(zhàn)略。 在對戰(zhàn)略分析理論和相關理論方法進行分析的基礎上,本文從公司面臨的外部環(huán)境分析入手,運用PEST分析模型,對公司發(fā)展面臨的一般環(huán)境進行分析,包括對政治法律環(huán)境、經濟環(huán)境、社會文化環(huán)境和技術環(huán)境四個方面。在對宏觀環(huán)境進行分析的基礎上,分析行業(yè)發(fā)展環(huán)境,包括對行業(yè)發(fā)展現狀、發(fā)展面臨的機遇和發(fā)展趨勢進行分析。最后,運用波特五力分析模型,對行業(yè)發(fā)展的競爭環(huán)境進行分析,從競爭者、替代品、供應商議價能力、購買者議價能力和潛在進入者五個方面進行分析。通過以上三方面的分析,對公司發(fā)展面臨的外部環(huán)境做詳細的了解。 同時對公司發(fā)展的內部環(huán)境進行分析。從公司的組織結構、人力資源狀況、財務能力、生產能力和市場營銷能力進行分析,得出公司內部的具體發(fā)展環(huán)境,便于企業(yè)對自身實力有一個較為明確的認識。 在以上分析的基礎上,對公司內部進行SWOT戰(zhàn)略分析,分析公司內部的優(yōu)勢劣勢、發(fā)展機會和威脅,對戰(zhàn)略進行組合分析,運用QSPM量化評估方法,得出WO戰(zhàn)略是企業(yè)發(fā)展最為合適的方案。 最后根據公司發(fā)展的WO戰(zhàn)略,制定具體的戰(zhàn)略實施方案。從公司文化建設、競爭戰(zhàn)略實施、人力資源管理和公司品牌建設四個方面進行戰(zhàn)略實施。旨在提高公司總體的競爭力,為公司的進一步發(fā)展打下基礎。 由于國內太陽能光伏行業(yè)具有較高的同質性,本文的研究成果亦可以為行業(yè)發(fā)展提供一定的借鑒參考價值,促進行業(yè)的整體發(fā)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.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.61;F272

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