| Since the late of90th of20Century, The world PV industry comes into very quick development period. It is the most direct representation of Low Carton economics for developing solar PV industry. Solar PV can generate the electricity30to50Kwh in its lifecycle when inputing1Kwh in the beginning (it is a little difference in different area), it is one of biggest IRR production way of Electricity. During1997to2002, the solar cell production increased rate is by33.1%annually, during2003to2007, by49.5%, during2008to2012by more than40%.China PV industry have experienced the development of slow-quick-booming in the past several years, the range of industry have enlarged, wherever in core technology, product manufacturing, equipment and market explore, installation and service and etc, they have reached international leading level, and got very important position. Till2011, It has6companies in the top10PV companies for production in the world, and the share of production in china in2012furtherly enlarge. Furthermore, with speeding up the internationalization, now there are several domestic companies like Wuxi Suntech, Jiangsu Canadian Solar which are building the factories in USA, Canada and other countries, The high quality PV products with competitive price have made huge achievement for quick development of global PV industry.It is huge potential PV market in China, as China has big free land, however our development level is far from Europe, USA, Japan and other countries and Area. Beside state capital subsidies, there are also some commercial market developments. With the PV system price decreasing steadily, the market is also increasing very quickly. Before2010, there is very small market for china PV business since there are short of the subsidies policy, which made the PV manufactuers uninterest in domestic business, only some Golden sun projects and off grid project in rurul areas were built. In2011, the installation capacity is2.5GW for china PV market, however in2012, it reach about4GW, which is about double the quantities. China has been the second biggest country for the solar PV application in the world. On Jan29th,2013, through the information of Vice director Mr. Shi Lishan of China Energy Butreau, China PV installation plan in12th five year plan have changed from21GW to35GW, which means annually there will be more than8GW new PV installion. PV market in China will exceed Germany to be No.1in the coming1or2years. However due to late lauchment of China PV market, big effectations by government policies, nonstandard handling,short of efficient management, the main attendants in china market are from state enterprises. For the main attendants in PV production, they are highly replied on international market in the past years. Before2010, the sales quantities are more than90%from international market for most companies. Although after2011china market is launching step by step, currently for the main PV companies, the sales quantities are still more than80%from international market. In the future long predictable time, international market still the main market for china PV companies to sell the products.After the last cycle of quick development for PVcompanies, the short sight behaviors and unmatured working manars are quickly enlarged. With supplying much more than the demand from2011, USA’s final anti-dumping and anti-subsidies decision for china PV production in Oct,2012and EU launching double-anti investigations in Sep and Nov,2012, China PV industry external envirements are dramatically serious. In order to survive in the cold season of PV industry, the PV companies in the trouble can only dismiss the employees and decrease the salaries. Between these companies, Suntech power decreased the production capacity initatively, Trina solar decreased the prediction of sales to save the cost, LDK sold out the houses and lands to get back the money.Upon this situation, the market is full of very misable and confused emotion. All of these things have pushed the management in the companies to check and evaluate continuously the value and reason for international competitive strategy and pushed the management in the company to pay more attention for competitive strategy and found out the affection of current market strategy for the future, pushed the company to find out new breakthrough to attend the global competition and build the advantage.This article firstly analyze current macro-economical envirement and PV industry, to work out current external envirement of LN solar company, following made impersonal judgement for internal envirement in the company including tangiable asset, intangiable asset, core value and Value chains, and then through SWOT analysis of LN solar company, international market goal and position to fix the company’s competitive strategy, and furthermore to orgniaze and execute from6aspects. In order to aussre the excutive, this article has made detailed inteprations by4measures. |
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