【摘要】：近十年來(lái),由于能源危機(jī)和環(huán)境污染的加劇,光伏行業(yè)走上了歷史的舞臺(tái),并且經(jīng)歷了快速增長(zhǎng),在很多國(guó)家得到了推廣應(yīng)用。這種爆發(fā)式的增長(zhǎng),吸引了很多資本的進(jìn)入,中國(guó)也一躍成為光伏制造第一大國(guó)。然而,在風(fēng)光的背后,實(shí)際上中國(guó)光伏行業(yè)產(chǎn)能很快就出現(xiàn)了過(guò)剩。特別是2011年以來(lái),美、歐相繼對(duì)我國(guó)制造的光伏產(chǎn)品進(jìn)行了“雙反”調(diào)查,更是讓這個(gè)行業(yè)的生存和發(fā)展面臨嚴(yán)重的危機(jī)。對(duì)于危機(jī)中的光伏企業(yè)CS光伏公司來(lái)說(shuō),如何制定合理的發(fā)展戰(zhàn)略,具有極其重要的意義。本文作者通過(guò)其在CS光伏公司長(zhǎng)達(dá)8年經(jīng)營(yíng)管理的親身經(jīng)歷,在研究光伏行業(yè)現(xiàn)狀及趨勢(shì)的基礎(chǔ)上,分析了CS光伏公司的情況,包括該公司的企業(yè)背景、資源狀況和業(yè)務(wù)能力等發(fā)展現(xiàn)狀。在充分了解企業(yè)經(jīng)營(yíng)狀況的基礎(chǔ)上,進(jìn)行相關(guān)理論文獻(xiàn)的閱讀和整理,通過(guò)相關(guān)的網(wǎng)站、書(shū)籍、期刊等資料的搜集整理,對(duì)戰(zhàn)略管理相關(guān)理論,尤其是競(jìng)爭(zhēng)戰(zhàn)略、一體化戰(zhàn)略等理論進(jìn)行了回顧。在充分的理論知識(shí)積累的基礎(chǔ)上,運(yùn)用PEST、波特五力競(jìng)爭(zhēng)模型等戰(zhàn)略管理的分析方法,對(duì)公司的內(nèi)外部環(huán)境進(jìn)行了分析,同時(shí)也分析了光伏行業(yè)的現(xiàn)狀及趨勢(shì)。文章最后通過(guò)SWOT分析了CS光伏公司發(fā)展戰(zhàn)略存在的問(wèn)題,確定了公司應(yīng)該實(shí)行差異化與低成本相結(jié)合的發(fā)展戰(zhàn)略,并提出了戰(zhàn)略的實(shí)施和保障措施。在行業(yè)產(chǎn)能?chē)?yán)重過(guò)剩、接連遭遇美歐雙反的新形勢(shì)下,希望通過(guò)本文的研究,能夠?qū)S光伏公司實(shí)際經(jīng)營(yíng)發(fā)展有所幫助,并對(duì)其他光伏企業(yè)的戰(zhàn)略決策有借鑒意義。
[Abstract]:In the past decade, because of the energy crisis and environmental pollution, photovoltaic industry has been on the stage of history, and has experienced rapid growth, and has been popularized and applied in many countries. This explosive growth has attracted a lot of capital, and China has become the largest photovoltaic manufacturing country. However, behind the scenery, in fact, the Chinese photovoltaic industry capacity quickly appeared excess. Especially since 2011, the United States and Europe have carried out "double-counter" surveys on photovoltaic products manufactured in China, which makes the survival and development of the industry face a serious crisis. For CS photovoltaic company in crisis, how to formulate reasonable development strategy is of great significance. Based on his experience in CS photovoltaic company for eight years, and on the basis of studying the current situation and trend of photovoltaic industry, the author analyzes the situation of CS photovoltaic company, including the background of the company. The status of resources and business capabilities and other development status. On the basis of fully understanding the business situation of the enterprise, to read and organize the relevant theoretical documents, through the collection of relevant websites, books, periodicals and other materials, to the relevant theories of strategic management, especially the competitive strategy, The integration strategy and other theories are reviewed. Based on the accumulation of sufficient theoretical knowledge, this paper analyzes the internal and external environment of the company by using the strategic management methods such as PEST, Porter's five-force competitive model, and also analyzes the current situation and trend of the photovoltaic industry. Finally, the paper analyzes the problems existing in the development strategy of CS photovoltaic company through SWOT, determines that the company should implement the development strategy of combining differentiation with low cost, and puts forward the implementation and safeguard measures of the strategy. Under the new situation of serious overcapacity in the industry and a succession of American and European dual reactions, it is hoped that the research in this paper will be helpful to the actual operation and development of CS photovoltaic companies and will be useful for other photovoltaic enterprises to make strategic decisions.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F272;F426.61

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