Competitive Strategy Study Of PV Encapsulating Film For SE Company

Currently China has already been Top1solar photovoltaic product manufacturing country for latest3years. By2010, the output of PV cell panels reached8000MW in China, which took around50%of global output. Ethylene-Vinyl acetate copolymer (EVA) film for solar PV cell panels encapsulating just takes small proposition in the cost of PV modules production, but it plays great important role in making modules performance stable, reliable, long-life as core component. EVA film in PV module encapsulating had been studied since around late of1970s and early of1980in US. Before1990s, China solar industry relied on import EVA film. Until late of1990, EVA film began to be produced locally. And then, domestic EVA film manufacturers had become more and more. Nowadays, with the stimulus of rapid growth of China solar PV market, China EVA film industry is growing fast. A large number of companies are trying to enter and take a good position in this market. In recent2-3years, SE company also speed up its business development and investment in China. Facing more and more multinational and local competitors, it should have a suitable competitive strategy study and plan to endeavor in strengthening core competitive advantage, expanding market share so as to support development strategy both of its business unit and the group in China. China PV market is extremely important, SE’s market development of EVA product is firmly tied to the strategy of the business unit and even the whole SE group.In the paper, it was discussed the external environment and internal resource/capability for SE’s EVA film business in China solar industry, combined with the corporate positioning and SE group strategy. Furthermore, those key impact factors were analyzed and their impact forces were assessed for this EVA business. Some methodology and tools are applied, such as: Competitive Profile Matrix, dynamic competitive forces model, EFE matrix, BCG matrix, SWOT analysis, etc. Under those analysis and conclusion, it was presented the proposal of EVA film business competitive strategy is differentiation and speed competition for SE solar company in China.