| October19,2011Energy Research Institute of National Development and Reform Commission released "the Chinese Wind Power development roadmap2050", which says, by2050, China’s Wind Power capacity will reach1billion kilowatts, and the wind power will meet17%of the domestic electricity demand., which means that the future of wind power industry has substantial room for growth, but at this stage the wind power industry competition is fierce, many enterprises or bankruptcy, or turn to other industries, is experiencing industry reshuffle, usher in "industry midwinter". In this "long-term bullish, short-term serious excess" industry development background, discern the development of the industry trend, timely optimization and adjustment of the industrial structure of wind-power blades,to meet the market demand, get the enterprise survival seems particularly urgent and important. Sinoma not only to respond to industry winter, a firm foothold, but also for the future, laying the foundation for the rapid development of enterprise, strengthen Wind Power enterprise development strategy research, it’s concerns the company’s survival and development.This paper mainly uses the idea of strategic management, focusing on Sinoma Windpower Blade Co., Ltd as the research subject and the background of the development history and current market prospects of China and the world wind-power blade industry, competitive strategy around how to become bigger and stronger development processthe choice and design issues. First, use PEST analyzes the external environment the enterprise in which, it is concluded that wind power industry belongs to the short term is not optimistic, long-term vitality infinite new energy industry; Use five competitive forces model that analyzes the wind power industry is in the protection up to full competition, elimination of backward, and gradually form oligarch competition situation. Through the SWOT analysis, the blade industry prospects is very bright, but now is on the brink of spiral development stage, the enterprise has strong technical advantage, weaker marketing disadvantage, in the current market situation to be taken SO development strategy, moving steadily, timely appropriate expansion strategy, and at the same time, should strengthen internal management and rational configuration of enterprise resources and ability construction, to overcome the disadvantage; Through the BCG matrix analysis, it is concluded that increasing low wind speed area series blade, export-oriented series blade investment, improve the market share; Careful continue to increase near the sea breeze area series blade development; Keep low wind speed zone series blade products; Gradually give up or sell high wind speed area blade product strategy choice.According to enterprise’s vision and mission, set down the "science and technology innovation as the guide, make the key competitiveness; innovation development mode, and vigorously develop international market, construction becomes the world’s top three wind power blade professional manufacturers, formed international group company" overall development strategic planning; Put forward a series of measures, whole strategic management system, strengthening the talent strategy, building the learning and innovative organization, perfecting the internal control system, set up the consciousness of risk prevention, security strategic measures and so on. Finally, it is pointed out the limitations of the research and the outlook for the future. |
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