Study On The Business Strategy Of Shenzhen Donglai Co.,Ltd.

As the rapid development of China’s economy and the increasing demand for energy, China has surpassed America and become the largest energy consumer throughout the world. Law of the People’s Republic of China on Conserving Energy, which has been brought into effect since April 1,2008, clearly put forward "energy conservation is a basic state policy of China. China carries out conservation and exploitation at the same time, giving priority to conservation is an energy developing strategy." Since then, energy conservation and mission reduction have been identified in the form of legislative. To improve the energy efficiency and reduce energy waste, China frequently launches a series of policies and regulations to support energy conservation and environmental protection in recent years. Every local government enacts supporting policies accordingly, aiming to give aid to the energy conservation industry. As a result, energy conservation industry comes to an unprecedented development opportunity and becomes widely recognized as a sunrise industry.The implementation of energy development strategy which aims at conservation asks for the whole society to participate in. How to lead the social capital and private capital to collectively participate in the development of new energy and energy saving reconstruction becomes the actual subject that government faces with. A more practical measure a government can take is to assume the responsibility and take action itself to lead the society to get aware of energy conservation, rather than enact kinds of policies and measures or call for the actions of the whole society. Obviously, it’s a drop in the bucket and difficult to gain effective achievement under the investment of government only. To settle it, government taking the lead in vigorously promoting Energy Management Contract (EMC) to save energy is a vital approach to carrying out the sustainable energy development strategy in the current situation. At this stage, the energy conservation market typically represented by EMC of public institutions to save energy has begun to take shape and ready to blowout.Donglai Co.,Ltd, whose headquarter is set up in Shenzhen, has been found for seven years. As the information engineering contractor of energy supervisory control and data acquisition system, the company combines the international leading energy conservation core patent technology with information technology and intelligent control technology, concentrating on providing an overall solution of energy conservation for the enterprise to gain a good operating performance with the help of the development of energy saving. In the face of the arriving energy conservation market opportunity of EMC, how to generate business strategy under the new normal with the perspective of development and how to seize the opportunity that can successfully accomplish the change from the enterprise of energy saving technology support to a ESCO with overall, professional, synthesized and global brand influence? Study on these questions not only has apparent practical significance for Donglai Co.,Ltd but also provides effective reference for many other small and medium-sized energy saving service enterprises, so that it can indirectly facilitate the overall and rapid development of energy saving service enterprises and promote the enrichment of relative energy conservation policies as well as accelerate the promotion and application of the mode of EMC.This paper firstly describes the macro external environment of Donglai Co.,Ltd, and conducts a detailed analysis and comparison of energy-saving industry, market condition and main competitors by the means of PEST analysis, which comes to the conclusion that the energy-saving industry is booming rapidly, the energy-saving enterprise expanding constantly, the room of energy-saving market releasing immediately and the company having certain competitive advantage. Then, the paper performs SWOT, QSPM, EFE, IFE,CPM analysis to make a careful analysis of Donglai Co.,Ltd’s internal environment, combing the existing overall strategy of the company, developing a business strategy, elaborating the plan and measure, and proposing risk control measures to ensure the implementation of the strategy.