本文關(guān)鍵詞： SWOT分析 競(jìng)爭(zhēng)戰(zhàn)略 戰(zhàn)略措施　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】：目前,隨著全球化的能源危機(jī)和環(huán)境污染的加劇,人們對(duì)新興能源的渴望日益加劇。隨著國(guó)家十二五戰(zhàn)略規(guī)劃對(duì)新能源的重視,太陽(yáng)能光伏行業(yè)迎來(lái)新的發(fā)展機(jī)遇。本文以新建太陽(yáng)能光伏企業(yè)TW太陽(yáng)能有限公司為研究對(duì)象,通過(guò)對(duì)公司整體環(huán)境和自身情況進(jìn)行分析,制定公司持續(xù)的發(fā)展戰(zhàn)略。 在對(duì)戰(zhàn)略分析理論和相關(guān)理論方法進(jìn)行分析的基礎(chǔ)上,本文從公司面臨的外部環(huán)境分析入手,運(yùn)用PEST分析模型,對(duì)公司發(fā)展面臨的一般環(huán)境進(jìn)行分析,包括對(duì)政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境和技術(shù)環(huán)境四個(gè)方面。在對(duì)宏觀環(huán)境進(jìn)行分析的基礎(chǔ)上,分析行業(yè)發(fā)展環(huán)境,包括對(duì)行業(yè)發(fā)展現(xiàn)狀、發(fā)展面臨的機(jī)遇和發(fā)展趨勢(shì)進(jìn)行分析。最后,運(yùn)用波特五力分析模型,對(duì)行業(yè)發(fā)展的競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,從競(jìng)爭(zhēng)者、替代品、供應(yīng)商議價(jià)能力、購(gòu)買者議價(jià)能力和潛在進(jìn)入者五個(gè)方面進(jìn)行分析。通過(guò)以上三方面的分析,對(duì)公司發(fā)展面臨的外部環(huán)境做詳細(xì)的了解。 同時(shí)對(duì)公司發(fā)展的內(nèi)部環(huán)境進(jìn)行分析。從公司的組織結(jié)構(gòu)、人力資源狀況、財(cái)務(wù)能力、生產(chǎn)能力和市場(chǎng)營(yíng)銷能力進(jìn)行分析,得出公司內(nèi)部的具體發(fā)展環(huán)境,便于企業(yè)對(duì)自身實(shí)力有一個(gè)較為明確的認(rèn)識(shí)。 在以上分析的基礎(chǔ)上,對(duì)公司內(nèi)部進(jìn)行SWOT戰(zhàn)略分析,分析公司內(nèi)部的優(yōu)勢(shì)劣勢(shì)、發(fā)展機(jī)會(huì)和威脅,對(duì)戰(zhàn)略進(jìn)行組合分析,運(yùn)用QSPM量化評(píng)估方法,得出WO戰(zhàn)略是企業(yè)發(fā)展最為合適的方案。 最后根據(jù)公司發(fā)展的WO戰(zhàn)略,制定具體的戰(zhàn)略實(shí)施方案。從公司文化建設(shè)、競(jìng)爭(zhēng)戰(zhàn)略實(shí)施、人力資源管理和公司品牌建設(shè)四個(gè)方面進(jìn)行戰(zhàn)略實(shí)施。旨在提高公司總體的競(jìng)爭(zhēng)力,為公司的進(jìn)一步發(fā)展打下基礎(chǔ)。 由于國(guó)內(nèi)太陽(yáng)能光伏行業(yè)具有較高的同質(zhì)性,本文的研究成果亦可以為行業(yè)發(fā)展提供一定的借鑒參考價(jià)值,促進(jìn)行業(yè)的整體發(fā)展。
[Abstract]:At present, with the globalization of the energy crisis and the intensification of environmental pollution, people's desire for new energy is increasing day by day. This paper takes TW Solar Energy Co., Ltd., a new solar photovoltaic enterprise, as the research object, through the analysis of the company's overall environment and its own situation, formulates the sustainable development strategy of the company. Based on the analysis of the theory of strategic analysis and related theories and methods, this paper starts with the analysis of the external environment faced by the company, and applies the PEST analysis model to analyze the general environment facing the development of the company, including the political and legal environment. Economic environment, social and cultural environment and technological environment. On the basis of the analysis of macro environment, this paper analyzes the industry development environment, including the current situation of industry development, the opportunities and development trends faced by the industry. Finally, This paper analyzes the competitive environment of industry development by using Porter's five-force analysis model. It analyzes the competitive environment from five aspects: competitor, substitute, supplier bargaining power, buyer's bargaining power and potential entrant. Make a detailed understanding of the external environment facing the development of the company. At the same time, the internal environment of the company's development is analyzed. From the analysis of the company's organizational structure, human resources, financial ability, production capacity and marketing ability, the specific development environment within the company is obtained. It is convenient for enterprises to have a clear understanding of their own strength. On the basis of the above analysis, SWOT strategy analysis is carried out within the company, the strengths and weaknesses, development opportunities and threats within the company are analyzed, the combination analysis of the strategy is carried out, and the quantitative evaluation method of QSPM is used. WO strategy is the most suitable solution for enterprise development. Finally, according to the WO strategy of the development of the company, the author formulates the concrete strategy implementation plan. From the company culture construction, the competition strategy implementation, Human resource management and brand building are carried out in four aspects. The aim is to improve the overall competitiveness of the company and lay the foundation for the further development of the company. Due to the high homogeneity of domestic solar photovoltaic industry, the research results of this paper can also provide some reference value for the development of the industry, and promote the overall development of the industry.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.61;F272

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