Research On Strategic Transformation And Organizational Structure Design Of Beijing New Energy Company

With the world's attention to energy security and environmental changes as well as the needs of the countries to promote economic development,the wind power has become the generally accepted alternative energy technology in the world and the its market in recent years has shown a strong growth momentum.On one hand,wind power has become one of the renewable energy with the most commercial value and provided a huge market for the equipment manufacturers,on the other hand,the price decline especially after the Chinese wind power pricing policy in 2014 makes the equipment enterprises' profit space narrowing.Therefore,the adjustments of enterprise competition strategy and organization structure re-design have become the problems that the wind power enterprises must face in China.Wind power equipment suppliers cannot simply rely on equipment manufacturing and sales to expand the profit space.Wind farm construction,operation,maintenance,transfer and wind power service business are new market opportunities for them and the integration of resources,the extension of the industry chain to the downstream can help these companies finding a new direction of profit growth.Through the analysis of the development trend of wind power market,the operating mode and resource status of Jingcheng New Energy Co.,Ltd,this thesis advances basic ideas of the strategic transformation and organization structure design of Jingcheng New Energy Co.,Ltd on the base of organization structure design theory.Implementing strategic transformation,integrating the advantages of resources,extending to downstream of the wind power industry chain will make the company's operation mode transfer from the single manufacturing to the mode of "Headquarter + Wind Power Manufacturing Base +Wind Power Generation Center + Service Center".According to the cross-industry chain,region and function,we take "hybrid" organization structure for the company.Furthermore,we provide an integrated effect evaluation model to evaluate the organization effectiveness of the company,which will promote the realization of corporate strategic vision and organizational goals.