發(fā)布時間：2018-01-29 20:53

  本文關(guān)鍵詞： 光伏產(chǎn)業(yè) 市場發(fā)展戰(zhàn)略 核心競爭力　出處：《西南交通大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：“十二五”時期,光伏產(chǎn)業(yè)將進(jìn)入快速發(fā)展的關(guān)鍵階段,預(yù)計截止到“十二五”末期,光伏裝機(jī)總量將達(dá)到35GW。目前,國家已經(jīng)提出“可再生能源低成本規(guī)�；_發(fā)利用”等優(yōu)先發(fā)展主題,國家能源局先后發(fā)布了《太陽能發(fā)電發(fā)展“十二五”規(guī)劃》、《關(guān)于申報分布式光伏發(fā)電規(guī)�；瘧�(yīng)用示范區(qū)的通知》,國家電網(wǎng)也出臺多項政策鼓勵新能源的開發(fā)和利用�？梢�,隨著國家多項新能源政策和措施的支持,新能源特別是光伏發(fā)電的市場前景非�？春�。 基于良好的市場前景,本文選取了ABC公司作為研究對象。ABC公司由AB公司和西班牙W公司于2012年9月共同投資設(shè)立,公司主要從事太陽能光伏逆變器研發(fā)、生產(chǎn)、銷售,提供太陽能光伏逆變器產(chǎn)品解決方案及維修服務(wù)。當(dāng)前,公司初創(chuàng)伊始,面對復(fù)雜的市場環(huán)境,為實現(xiàn)特定的市場營銷目標(biāo),必須設(shè)計長期、穩(wěn)定的行動方案,形成指導(dǎo)企業(yè)市場營銷全局的奮斗目標(biāo)和經(jīng)營方針,而市場發(fā)展戰(zhàn)略正是目標(biāo)和手段的統(tǒng)一體,正確制定市場發(fā)展戰(zhàn)略,對提高企業(yè)的市場營銷能力具有十分重要的作用。鑒于此,本文從研究的相關(guān)理論與方法入手,在詳細(xì)介紹ABC公司發(fā)展概況的基礎(chǔ)上,針對ABC公司的經(jīng)營環(huán)境進(jìn)行了PEST分析、SWOT分析,從而建議ABC公司將市場發(fā)展戰(zhàn)略調(diào)整為“密集型成長戰(zhàn)略”,并從組織架構(gòu)優(yōu)化、創(chuàng)新研發(fā)體系、生產(chǎn)保障體系、成本控制體系、企業(yè)文化建設(shè)等方面提出了市場發(fā)展戰(zhàn)略實施保障措施。 而且,本文對ABC公司市場發(fā)展戰(zhàn)略的案例研究,不僅是希望為該公司進(jìn)一步優(yōu)化市場發(fā)展戰(zhàn)略提供一定的理論和實踐支持,推動技術(shù)進(jìn)步與市場拓展,打造核心競爭力,為ABC公司的持續(xù)快速發(fā)展奠定堅實基礎(chǔ)。同時也是希望能給同類光伏企業(yè)的發(fā)展提供一些市場發(fā)展戰(zhàn)略借鑒,從而推動我國光伏產(chǎn)業(yè)的科學(xué)發(fā)展。
[Abstract]:During the 12th Five-Year Plan period, the photovoltaic industry will enter a critical stage of rapid development. It is expected that by the end of the 12th Five-Year Plan, the total amount of photovoltaic equipment will reach 35GW. at present. The state has put forward the "renewable energy low-cost large-scale development and utilization" and other priority development theme, the State Energy Bureau has issued the "12th Five-Year Plan for the Development of Solar Power Generation". The State Grid has also issued a number of policies to encourage the development and utilization of new energy sources. This shows that with the support of a number of national new energy policies and measures. New energy, especially photovoltaic power generation market prospects are very good. Based on the good market prospect, this paper selects ABC Company as the research object. ABCCompany is set up by AB Company and W Company of Spain in September 2012. The company is mainly engaged in solar photovoltaic inverter R & D, production, sales, providing solar photovoltaic inverter product solutions and maintenance services. In order to realize the specific marketing target, we must design long-term and stable action plan, and form the goal and management policy to guide the overall situation of enterprise marketing, and the market development strategy is the unity of the goal and the means. The correct formulation of market development strategy plays a very important role in improving the marketing ability of enterprises. In view of this, this paper starts with the relevant theories and methods. On the basis of introducing the development of ABC Company in detail, this paper makes a PEST analysis on the operating environment of ABC Company. It is suggested that ABC adjust the market development strategy to "intensive growth strategy", and optimize the organizational structure, innovate the R & D system, production security system, and cost control system. The enterprise culture construction and so on proposed the market development strategy implementation safeguard measure. Moreover, this paper not only hopes to provide some theoretical and practical support for the further optimization of market development strategy, but also to promote technological progress and market expansion. To create the core competitiveness for the rapid and sustained development of ABC to lay a solid foundation, but also hope to provide similar photovoltaic enterprises to provide some market development strategy reference. So as to promote the scientific development of photovoltaic industry in China.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.6;F272

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