本文選題：LN公司 + 光伏��； 參考：《山東大學》2013年碩士論文

【摘要】：世界光伏產(chǎn)業(yè)自從20世紀90年代后半期加快了發(fā)展的步伐。作為低碳經(jīng)濟”的最直接體現(xiàn),發(fā)展太陽能光伏產(chǎn)業(yè)被作為新能源經(jīng)濟而廣受關(guān)注。太陽能光伏發(fā)電生產(chǎn)期間投入的1度電在其整個生命周期內(nèi)可收回30-50度電(根據(jù)不同的地區(qū),發(fā)電量有一定的差別),是投入回報較高的一種發(fā)電方式。1997—2002年,太陽能電池產(chǎn)量年均增長33.1%；2003—2007年,年平均增長49.5%；2008-2012年,年平均增長超過40%。 近幾年光伏產(chǎn)業(yè)經(jīng)歷了緩慢-快速-爆炸式的發(fā)展過程,產(chǎn)業(yè)規(guī)模不斷擴大,無論在產(chǎn)品制造、設(shè)備、核心技術(shù),還是在市場開發(fā)、安裝與服務(wù)等方面,都具有了部分自主知識產(chǎn)權(quán),有的已經(jīng)具備了國際領(lǐng)先水平,目前我國光伏產(chǎn)業(yè)已經(jīng)在國際市場上占有舉足輕重的地位。截至2011年,全球光伏光伏產(chǎn)量前10強中我國占了6家,2012年我國的光伏產(chǎn)量和份額進一步擴大。此外,隨著國際化步伐的加快,國內(nèi)領(lǐng)先的企業(yè)如無錫尚德、江蘇阿特斯等陸續(xù)開始在美國、加拿大等地建立工廠,他們提供的質(zhì)優(yōu)價廉的光伏產(chǎn)品為全球光伏產(chǎn)業(yè)的快速發(fā)展起到了重大的作用。 我國地域遼闊,光伏發(fā)電市場潛力巨大。但我們目前的發(fā)展水平與歐、美、日等國家和地區(qū)還有較大差距。2010年前國內(nèi)光伏市場基本處于起步階段,國內(nèi)沒有統(tǒng)一的光伏發(fā)電政策,特許權(quán)招標由于價格過低,光伏企業(yè)缺乏興趣,企業(yè)的主要業(yè)務(wù)來源于金太陽項目和偏遠地區(qū)的離網(wǎng)系統(tǒng)。受歐洲國家和地區(qū)下調(diào)上網(wǎng)電價補貼及全球光伏產(chǎn)業(yè)整體過剩影響,2011年我國推動了上網(wǎng)電價政策,當年光伏總裝機容量達到2.5GW,2012年進一步擴大到了4GW左右,我國已經(jīng)成為世界光伏應用的的第二大國家。2013年1月29日,國家能源局可再生能源司副司長史立山透露,我國光伏“十二五”規(guī)劃裝機容量調(diào)整落定,將從21GW調(diào)整至35GW,這將意味著每年新增光伏安裝量在8GW以上,中國有希望在未來1-2年超過德國,成為光伏應用的第一大國。然而由于中國的光伏市場啟動晚,受政策影響較大,運作非常不規(guī)范,缺乏有效的監(jiān)管,目前國內(nèi)光伏應用市場的參與者仍然主要為國有企業(yè),而作為光伏產(chǎn)品生產(chǎn)的主要力量,民營企業(yè)則長期依賴國際市場。2010年前國外市場的銷售量占光伏產(chǎn)品總銷售量一直在90%以上。盡管2011年以后國內(nèi)市場的逐步啟動,主要光伏生產(chǎn)企業(yè)目前國外市場銷售量仍占總產(chǎn)量的80%以上,可以預見在未來很長時間,國際市場仍是中國光伏企業(yè)進行光伏產(chǎn)品銷售的主要市場。 隨著光伏企業(yè)的上一輪的快速擴張之后,行業(yè)的短期行為和不成熟運作模式正快速的放大。2011年開始的產(chǎn)能嚴重過剩,2012年10月中旬美國對于中國的光伏“雙反”裁決,2012年9月和11月歐盟開始的“雙反”調(diào)查,都使得中國光伏產(chǎn)業(yè)外部市場逐步變的更加惡劣。為抵御行業(yè)嚴冬,陷入困境中的光伏企業(yè)只能舉起裁員和降薪的大刀。其中,尚德電力主動收縮產(chǎn)能,天合光能調(diào)低出貨預期以求節(jié)約成本,賽維LDK拋售旗下物業(yè)回籠資金。這些情況的出現(xiàn),使光伏行業(yè)呈現(xiàn)非常迷茫和悲觀的情緒,這些都促使企業(yè)管理者來檢查和評估當前國際競爭戰(zhàn)略的價值和合理性、促使企業(yè)時刻關(guān)注企業(yè)未來競爭戰(zhàn)略,不斷審視當前競爭戰(zhàn)略對未來的影響,促使企業(yè)尋找新的突破點,參與全球競爭,并建立競爭優(yōu)勢,具有重要的作用。 本文首先對當前宏觀經(jīng)濟環(huán)境及光伏行業(yè)環(huán)境進行分析,分析出LN光伏公司當前的外部環(huán)境形勢,接下來對企業(yè)內(nèi)部環(huán)境進行客觀分析評價,這其中包括企業(yè)的有形資源、無形資源、核心能力以及價值鏈分析,然后通過對企業(yè)的SWOT分析、國際市場目標及定位,從而確定公司的競爭戰(zhàn)略,并從6個方面推進競爭戰(zhàn)略的組織和執(zhí)行。為確保公司競爭戰(zhàn)略的有效實施,本文對競爭戰(zhàn)略的實施進行了4個方面保障說明。
[Abstract]:The world photovoltaic industry has accelerated the pace of development since the second half of the 1990s. As the most direct embodiment of the low carbon economy, the development of the solar photovoltaic industry is widely concerned as the new energy economy. The 1 degrees of electricity invested during the solar photovoltaic production can be retracted by 30-50 degrees in the whole life cycle (according to different regions. There is a certain difference in the capacity of power generation. It is a kind of generating mode with higher return on investment.1997 - 2002, the output of solar cells increase by 33.1% annually; 2003 - 2007, the average annual increase is 49.5%; 2008-2012 years, the average annual increase is more than 40%.
In recent years, the photovoltaic industry has experienced a slow, rapid and explosive development process, and the industrial scale has been expanding. In the aspects of product manufacturing, equipment, core technology, market development, installation and service, there are some independent intellectual property rights. Some have already had the international leading level. At present, China's photovoltaic industry is already in the world. As of 2011, China has accounted for 6 of the top 10 global photovoltaic production. In 2012, China's photovoltaic output and share are further expanded. In addition, as the pace of internationalization is accelerated, the leading domestic enterprises such as Wuxi Suntech and Jiangsu ATIS have begun to establish factories in the United States, Canada and other places. They offer high quality and inexpensive photovoltaic products for the rapid development of the global photovoltaic industry has played a major role.
China has a vast territory and great potential for the photovoltaic power market. However, our current level of development has a large gap with Europe, the United States, Japan and other countries and regions. The domestic photovoltaic market is basically in its infancy.2010 years ago. There is no unified photovoltaic power policy at home. The business comes from the golden sun project and the remote area off network system. By the European countries and regions down the Internet tariff subsidies and global photovoltaic industry overall surplus influence, China promoted the Internet tariff policy in 2011, the current capacity of photovoltaic assembly reached 2.5GW, and in 2012, it expanded to about 4GW. China has become the world's photovoltaic system. The second largest country of application in January 29th, the deputy director of the renewable energy division of the National Energy Bureau, said that China's photovoltaic "12th Five-Year" plan installed capacity adjustment will be adjusted from 21GW to 35GW, which will mean that the new PV installation is more than 8GW each year, and China wants to exceed Germany in the next 1-2 years and become a photovoltaic response. However, as China's photovoltaic market started late, it was greatly influenced by the policy, the operation was very irregular and lack of effective supervision. At present, the participants in the domestic photovoltaic market are still mainly state-owned enterprises. As the main power of production of photovoltaic products, private enterprises have long relied on the international market.2010 years ago. The sales volume of the market accounts for more than 90% of the total photovoltaic sales. Although the domestic market is starting gradually after 2011, the sales of the major photovoltaic enterprises still account for more than 80% of the total output in the foreign market. It is foreseeable that in the future, the international market is still the main market for the PV products in China.
With the rapid expansion of the last round of the photovoltaic industry, the industry's short-term behavior and the immature operation model are rapidly enlarging the heavy capacity overcapacity in.2011. In mid October 2012, the U.S. photovoltaic "double counter" decision in the middle of October 2012 and the "double counter" investigation started in September 2012 and November have all made China's photovoltaic industry outside. The market is getting worse. In order to resist the hard winter, the photovoltaic companies in the difficult situation can only raise the cutting and pay cuts. Suntech power is actively contracting production capacity, Trina Solar is lowering its shipments to save the cost. LDK LDK sells its property back to the capital. Confused and pessimistic emotions, all of which encourage enterprise managers to check and evaluate the value and rationality of the current international competition strategy, and encourage enterprises to pay close attention to the future competitive strategy of the enterprises, constantly examine the impact of the current competitive strategy on the future, promote the enterprises to find new breakthroughs, participate in global competition, and establish competitive advantages. An important role.
This article first analyzes the current macro-economic environment and the environment of the photovoltaic industry, analyzes the current external environment situation of LN PV Company, and then carries out an objective analysis and evaluation of the internal environment of the enterprise, including the tangible resources, intangible resources, core competence and value chain analysis, and then through the analysis of the enterprise's SWOT, The international market targets and positioning to determine the company's competitive strategy and promote the organization and implementation of the competition strategy from 6 aspects. In order to ensure the effective implementation of the company's competitive strategy, this paper carries out 4 aspects of the implementation of the competition strategy.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.61

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