發(fā)布時間：2018-01-03 03:46

  本文關(guān)鍵詞：晶澳太陽能公司戰(zhàn)略管理研究　出處：《電子科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 太陽能光伏 光伏 戰(zhàn)略管理 中國

【摘要】：晶澳太陽能公司,成立于2005年5月,是一家專業(yè)生產(chǎn)高性能的太陽能光伏硅片、電池和組件的中國民營制造商。自成立以為,晶澳太陽能公司迅速壯大并快速擴張,全球有四個銷售辦事處、在中國有六個工廠和兩個研發(fā)中心。根據(jù)《2013全球可再生能源現(xiàn)狀報告》,晶澳太陽能公司在“2012年全球十五大太陽能光伏組件制造商市場份額”中排名全球第7位、中國第4名[46]。2010和2011年太陽能光伏產(chǎn)業(yè)經(jīng)歷了高速發(fā)展,建立了大規(guī)模產(chǎn)能,特別是在中國,產(chǎn)能和供應(yīng)大量過剩、競爭加劇、價格進一步下跌、制造商利潤越來越薄。而且由于經(jīng)濟不景氣,許多歐洲國家減免了對光伏行業(yè)的政策支持及財政激勵,使市場規(guī)模進一步萎縮。在這樣嚴峻的行業(yè)大環(huán)境壓力下,晶澳太陽能公司面臨著巨大挑戰(zhàn),高層管理者迫切需要科學(xué)地分析公司所面對的內(nèi)部外環(huán)境,并提出企業(yè)生存及發(fā)展戰(zhàn)略。本文首先介紹了晶澳太陽能公司、研究的行業(yè)背景及相關(guān)的戰(zhàn)略管理理論文獻回顧、國內(nèi)外光伏研究現(xiàn)狀。然后收集了2012年底全球光伏市場及產(chǎn)業(yè)發(fā)展情況的數(shù)據(jù),包括歐洲、亞太地區(qū)地區(qū)(中國除外)、中東和北非(MENA)地區(qū),并詳細介紹了中國光伏市場及行業(yè)發(fā)展情況。根據(jù)國內(nèi)外市場及行業(yè)現(xiàn)狀,結(jié)合晶澳太陽能公司現(xiàn)有商業(yè)模式,指出給公司戰(zhàn)略發(fā)展帶來的思考及啟示。其次,對晶澳太陽能公司進行內(nèi)外部環(huán)境分析,包括宏觀環(huán)境(社會、政策、法律、國際和技術(shù)環(huán)境)、行業(yè)(波特五力模型)及主要市場及競爭對手分析、競爭優(yōu)勢和SWOT分析。最后,進行TOWS分析,通過最大程度發(fā)揮公司優(yōu)勢、抓住機會、減免劣勢及威脅的情況下提出晶澳太陽能公司發(fā)展戰(zhàn)略選擇,包括技術(shù)創(chuàng)新戰(zhàn)略、成本領(lǐng)先戰(zhàn)略、制造業(yè)服務(wù)化戰(zhàn)略及多元化戰(zhàn)略,并改進晶澳太陽能公司的商業(yè)模式:作為整個光伏產(chǎn)業(yè)鏈解決方案專家,從光伏項目競標(biāo),系統(tǒng)設(shè)計,電池、組件及硅片的制造及研發(fā),到工程、采購和安裝施工及售后服務(wù)等一體化解決方案者。本論文是鑒于目前太陽能光伏產(chǎn)業(yè)嚴峻挑戰(zhàn)的大背景下的一次全新探索,希望能為晶澳太陽能發(fā)展提供明確的戰(zhàn)略目標(biāo)、并給其他相關(guān)企業(yè)提供借鑒。
[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.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F426.61

【參考文獻】

相關(guān)期刊論文 前1條

1 謝光亞;李曉光;;中國太陽能光伏產(chǎn)業(yè)的國際競爭力研究[J];對外經(jīng)貿(mào)實務(wù);2012年02期

，

本文編號：1372252