The Research On Development Strategy Of XEMC Windpower Company

In recent years, with the rapid development of the national economy, a surge inelectricity demand, at the same time, the power industry structure is not reasonablephenomenon, serious impact on the scientific development of national economysteady, energy saving, consumption reduction, reduce the pollution of the electricpower industry is an urgent need to solve the problem. Therefore, full access to thedevelopment and utilization of renewable energy in our country electric powerconstruction period, the wind power generation based on mature technology, betterdevelopment conditions, development prospect of commercial advantage to bebestowed favor on newly, new energy development in a development opportunity.XEMC windpower co., LTD Seize the opportunity in megawatt wind power equipmentbusiness, has been a steady rise in economic indicators, and achieved good economicand social benefits. But as the growth of the industry and the rapid development of theenterprise and the corresponding appear a series of problems, such as wind powerindustry excess capacity, technical standards improve, the main material prices, theunsmoothness of the individual business processes, responsibility is not clear, fuzzycompany positioning and a series of problems and challenges, it is necessary from astrategic height combined with the company’s internal resources and externalopportunities and adapt to the enterprise long-term overall development plan, cleardevelopment direction for biger and stronger.This article is based on the basic theory of strategic management, model, mainschools, and representative point of view, to XEMC windpower co., LTD. Internalresources and external operation and overall environment were analyzed, andcombined with industry development and the major competitors, to XEMC windpowerco., LTD., company strategy and business strategy for the design: to strategic analysis,strategic design and strategic choice, strategy formulation, strategy implementationand control as the main research content, in-depth analysis.This thesis follows the general process of strategic analysis, formulation,implementation and use a series of strategic management tools, analysis layerdevelopment strategy for XEMC windpower co., LTD. Company diversifieddevelopment strategy, business integration strategy and penetration strategy. Layer ofdiversified development strategy refers to the company continue to become bigger and stronger wind power generation equipment products main business at the same time,actively carry out diversified strategy, concrete manifestation in concentricdiversification strategy and horizontal diversification strategy. Concentricdiversification refers to the enterprise use of the existing production technologycondition, timely development of new products, improve product standardization,quality, differentiation; Wind power level diversity refers to the enterprise productionof a complete set of equipment sold to customers at the same time provide spare parts,spare parts and extension services, including consulting, outsourcing, engineeringconstruction of the whole package, road exploration of the subcontract, hoistingequipment commissioning, operation and monitoring of wind field in service) to theoriginal market customers, to meet their new requirements, form the company’s newprofit growth point. Business layer integration strategy refers to the company adoptsthe strategic alliance mode to an organic whole, controlled or equity core partssuppliers, ensure that form a complete set of industrial chain and internal economic,avoid controlled supply chain; Penetration strategy refers to the comprehensivecompany adopts cost leadership strategy, differentiation strategy and centralizationstrategy, the product cost competitiveness, differentiated to meet customer demand,focus on consolidate the market, development of mountain low wind speed and seawind field, the main state energy companies and overseas key potential market,forming scale economy effect.