Power Generation Enterprise Competition Strategy Research

In China, the monopoly position of electric generating industry is going to be broken and it has been a trend that global electric power industry will break monopoly position, introduce competition mechanism, loosen control and realize marketization. Electric generating industry, as a key component of electric power industry is facing great challenges.To break the monopoly requires introducing competition. Facing growing competition, electric generating industry should analyze them seriously, understand where they are in the industry and work out comprehensive competition strategy so that they may improve their own competiveness. The thesis makes systematic analysis on electric generating industry with theory of enterprises competition analysis. After analyzing the data of7main elements affecting competiveness of electric generating industry, it indicates the advantage and disadvantage of each main element and foresees the possible future, which guides the practical work.The thesis indicates when the electricity price is controlled by the state and traders are on the absolute advanced position, controlling the cost becomes the only choice for electric generating enterprises. As to thermal power enterprises, fuel cost is the main factor of affecting total cost. The thesis presents that it is meaningful to optimize purchasing method and select suitable fuel to reduce cost and increase enterprises competiveness and list the conditions of optimization which equals to least purchasing cost of coal+logistics fee+operation cost of power for transferring coal into furnace-income of selling derivative products. Logistics fee and operation cost of power for transferring coal into furnace is the functions of coal volume while income of selling derivative products is the function of coal volume and thermal value.As to competiveness among electric generating enterprises, the thesis makes conclusion that parts of regional power market are highly centralized after analyzing the distribution of electric generating enterprises in the market. If power marketing is developing, these electric generating enterprises may earn more profit through using their own market. The thesis makes comparison with Cournot Model&Stackelberg Model and proves if an electric generating enterprise with enough market share adopts Stackelberg Model as competiveness strategy, this enterprises may earn more and product more than those with Cournot Model as competiveness strategy.