Study On The Competitive Strategy Of The Nuclear Power Industry Of Dongfang Electric Co.,Ltd. In The African Market

After years of rapid development,China's economic growth rate has begun to slow down,turning to medium and high speed growth,and the mode of economic development has turned to intensive growth focusing on quality and efficiency.Under the new economic situation,the domestic electricity market demand is reduced,and the domestic nuclear power equipment market is saturated.The state vigorously promotes the strategy of "one belt and one road",which provides conditions for nuclear power equipment manufacturing enterprises to seek new markets.As an important western extension belt to implement the strategy of "one belt and one road",Africa has been developing rapidly in the past decade.The rapid development of African economy has led to the rapid growth of electricity demand,which has created opportunities for the development of nuclear power in Africa.How to seize this market opportunity,make use of its own advantages,use a certain competitive strategy,and make rivals succeed in entering the African market is a new topic for nuclear power equipment manufacturers.Taking Dongfang Electric Co.,Ltd.as the research object,this paper focuses on the six countries with the strongest comprehensive national strength and the most potential for nuclear power development in Africa,South Africa,Egypt,Nigeria,Kenya,Morocco and Algeria,and analyses the development opportunities and threats of Dongfang Electric company in these countries.At the same time,it studies the strengths and weaknesses of Dongfang Electric company,matches the strengths and weaknesses with the development opportunities and threats of Africa,and finally chooses the most appropriate competition strategy.Firstly,the paper introduces the research background,including the basic situation of nuclear energy,the overall development of nuclear power in the world and the development of nuclear power in China,especially the situation after Fukushima nuclear accident and the situation under the new economic situation.It clarifies the significance of this study,puts forward the ideas and methods of this study,and puts forward the modern strategy used in this study.Management theory and tools are briefly summarized.Secondly,GPEST analysis method is used to analyze the geographical,political,economic,social,cultural and technological environment of six African countries,and Porter's five forces model is used to analyze the nuclear power equipment manufacturing industry,listing the opportunities and threats of nuclear power industry of Dongfang Electric company in the African market.Thirdly,analyze the internal resources and capabilities of Dongfang Electric company,use VRINE analysis method to analyze the core competitiveness of Dongfang Electric company,and list the advantages and disadvantages of nuclear power industry of Dongfang Electric company.Next,using SWOT analysis method,the strategy of SO combination,WO combination,ST combination and WT combination of nuclear power industry of Dongfang Electric company is obtained.In view of African market characteristics of price-sensitive,cost-effective and competitive incentives,and in order to achieve the goal of entering the African market,Dongfang Electric company proposes to adopt the integrated cost leadership/differentiation strategy,which combines the advantages of low cost and differentiation.This paper elaborates the meaning of integration cost leadership/ differentiation strategy,and puts forward several key issues that need to be paid attention to in the implementation of the strategy,including cross-border cultural differences,organizational structure optimization,risk control,and international talent training.