Research On The Development Strategy Of China PV Industry

It is well known that, global environmental issues have been confronted with severe situations. All countries are bothered by air pollution, water pollution or garbage pollution. At present,with demands for energy increasing rapidly, how to handle the relation between energy consumption and environmental protection has been being the goal all social people strive for, as well as how to leave descendants a big healthy environment. Therefore, vigorously developing clean energy is imperative.Chinese photovoltaic industry starts late. Besides, it starts from a low base. However, in recent years, with local governments’support, a lot of great success has been achieved by the industry. Industrial technology is advancing day after day and product cost keeps falling down. And photovoltaic market share is constantly increasing. However, due to influence of such factors as European economic crisis, photovoltaic industry, an export-oriented one, is facing great challenges. For example, the industry environment is becoming sinister. Total demand is weakening. Products are unsalable. Prices are diving dramatically. Enterprises’ expectation for the above is inadequate. In addition, some suspending production is at a loss. Under the critical condition, a series of state policies are issued in order to save photovoltaic industry.The thesis aims at actively exploring development strategies of photovoltaic industry based on relevant policies of the state. Besides, it tries to research an implementation system matching photovoltaic industry in the hope of enhancing overall competitiveness of Chinese photovoltaic industry through strategic planning, occupying profit commanding heights and realizing the industry’s upgrade. What’s more, as an emerging industry in2007, photovoltaic industry, within the short6years, experienced the glorious days of rapid development, as well as the wave of successive bankruptcies. The big rise and fall of the industry makes people think deeply. And lessons and inspiration can be learned from them. So, when the next emerging industry is coming, analyses of the coming industry could be made in a more rational way. Even if one is engaged in the industry, We could realize a comprehensive, balanced and sustainable development of the industry under the planning of national strategies.In the first place, through SWOT analytical method, Porter’s Five Forces Mode and PEST analytical method and so on, the paper analyzes photovoltaic industrial environment. Then it researches situations of international photovoltaic markets represented by Japan and Germany. According to the research, overall growth of international photovoltaic markets slows down, while that of emerging markets increases dramatically. In addition, by analyzing the middle and lower reaches of the industry chain, it draws a conclusion that the lower reaches of the industry is relatively prosperous compared with the upper and middle reaches. So it advises photovoltaic enterprises to enter the lower reaches orderly under policy guidance in order to gain higher profits. What’s more, based on strategic theory, it proposes four development strategy frames including integration strategy, concentration strategy, alliance strategy and cost leadership strategy. Last but not least, it puts forward how to establish an implementation system for the development strategy of photovoltaic industry. The system includes four aspects as follows:defining strategy executive subjects, standardizing development order of the industry, perfecting talents and research system and improving support policies.