| With the deepening of the "Reform and Opening" and the published of other top-level design plans,such as "The Belt and Road" and "Made in China 2025",the manufacturing power strategy is being implemented step by step,and the reform of energy and electric power system is also gradually deepened.With the promulgation and implementation of the action plan and supporting documents for the reform of electric power system,energy structure adjustment is further deepened in China,and the electric power industry will usher in a leap forward development.Although the growth of the power industry has been slowed down comparing with the previous period,the whole demand of the power industry is still huge.According to the instruction of relevant national documents,during the 13th Five Year Plan period,the investment in the distribution network is no less than 1.7 trillion,which still remains at a high level.Increasing of the transmission and distribution grid projects will directly benefit the transmission and distribution equipment enterprises.As long as the transmission and distribution equipment enterprises follow the market demand,they will achieve ideal sales performance.Beijing Creative Distribution Automation Co.,Ltd.is a technology-oriented power distribution equipment manufacturing enterprise.Its main business is R&D,production and sales of power distribution and control equipment of 12kV and below.For more than 30 years,the company has being continuously focused on the development of power distribution field with technology orientation,formed a strong competitive advantage in the market competition of the industry.Especially,the "in network"market of two grid companies and power system customers at all levels is the absolute business source for the company’s survival and development.However,with the rapid development of information technology such as the Internet,the economic cycle is shortened,and the market competition is unprecedented fierce.The current rely-on business model for "in network" business is in high risk.Once the policy changes violently or the annual bidding appears abnormally,the company will face a devastating blow.At the same time,with the change of national policies and the expansion of state-owned power enterprises,the whole profit level continues to decline,and the comprehensive competitiveness of the company gradually declines,although the size of the company is gradually increasing.Facing the dual pressure of policy change and market competition,the survival and development of the company is more and more difficult,and the reform is imperative.Firstly,this article expounds the relevant knowledge and theory of development strategy management theory,which paves the way for the later research and analysis.Then,with the help of strategic management tools,the company’s macro environment,industry status and development trend and industry competition structure and other related factors are quantitatively analyzed,and the conclusion that the company’s response to external environment changes is not enough,and it is urgent to carry out strategic adjustment in market development,cost control and other aspects under such circumstances,the company must attach great importance to market development,otherwise it will face systemic risks.Then the perspective is transferred to the company,the overall situation of the company is examined,and the operation situation of the company after listing is analyzed emphatically,and it is pointed out that the company is facing the dilemma of declining profitability.After sorting out the effective resources formed over the past 30 years since the establishment of the company,this paper uses Professor Porter’s value chain theory to study the various capabilities of the company one by one.On this basis,it summarizes the core competitiveness of the company,and then makes a quantitative analysis on the relevant factors of the internal environment,and concludes that the company’s control over the internal situation is at an average level.Based on the analysis of the company’s internal and external environment,using SWOT tools to identify the opportunities,threats and advantages and disadvantages that the company faces,and formulate corresponding development strategies for the company.The key points of the strategy are:the company should adhere to the technical guidance and focus on the power market,keep the steady increase of "in network"business,actively increase investment to develop "out of network" market and international market,so as to expand the business source,increase business income and reduce and remo ve the company’s business systemic risk,at the same time,the company should extend the vertical integration strategy backwardly of the current supply chain to improve the whole enterprise profitability.After the development strategy is determined,this article further elaborates that the company needs to carry out strategy implementations from several aspects such as strategy implementation mechanism,organizational structure adjustment,new product research and development,and market channel sharing.In order to ensure the successful implementation of the development strategy,it is recommended that the company should develop and improve as soon as possible four plans for information digitization construction,marketing system construction,organizational structure construction and human resource construction.Then clearly pointed out that the focus of the implementation of the development strategy is the recruitment and selection of high-quality talents,while the difficulty of implementation lies in the establishment and adjustment of the core team and the transform of "vested interest groups" in the implementation of development strategy when the core senior management team is older.In terms of development strategy implementation control,it is particularly emphasized that the industry the company is engaged in is related to the national economy and the people’s livelihood,and is the basic industry of the national economy.Therefore,the focus of the control of the implementation of the company’s development strategy is to always pay attention to changes in the external environment of the company,especially to make timely and effective responses to changes in national and industrial policies.The company’s industry belongs to the monopoly industry in the relative sense in China.We hope to work out a reasonable development strategy for the company by analyzing the changes of the company’s external environment and studying the company’s operation over the years,so as to make the company break through as soon as possible,and also hope to provide some reference and enlightenment for enterprises facing the same problems. |
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