本文選題：光伏逆變器　切入點(diǎn)：戰(zhàn)略管理　出處：《華中師范大學(xué)》2015年碩士論文

【摘要】：環(huán)境污染和能源緊缺日益成為當(dāng)今社會(huì)面臨的主要問題,而太陽能光伏發(fā)電為同時(shí)解決這兩方面的問題起到了非常重要的作用。2009～2010年,由于各地政府都將光伏發(fā)電當(dāng)成重點(diǎn)行業(yè)來推動(dòng),大量的資金、人力和資源紛紛流入這個(gè)行業(yè)。正是在這種大背景下,E公司“順勢(shì)”進(jìn)入光伏逆變器行業(yè)。在2010～2012年的3年時(shí)間里,E公司憑借強(qiáng)大的市場(chǎng)銷售能力,迅速搶占市場(chǎng),占據(jù)了國內(nèi)市場(chǎng)份額前三名的位置。從2013年年初開始E公司的光伏逆變器產(chǎn)品出現(xiàn)虧損,而到了2014年5月,E公司將光伏逆變器產(chǎn)品剝離出售。從開始進(jìn)入到剝離出售,不到5年的時(shí)間,E公司的光伏逆變器產(chǎn)品在這么短的時(shí)間里到底發(fā)生了什么?又是什么原因?qū)е翬公司的光伏逆變器產(chǎn)品經(jīng)歷了“過山車式”的逆轉(zhuǎn)?本文按照時(shí)間順序清晰地還原了整個(gè)案例的全過程,從產(chǎn)品的剛剛起步到迅猛發(fā)展并獲得成功,再從行業(yè)頂峰到虧損,從虧損再到剝離出售。通過對(duì)各個(gè)過程和環(huán)節(jié)的分析,得出了其失敗和剝離出售的六大原因,即：產(chǎn)品研發(fā)戰(zhàn)略失誤、營銷策略失誤、公司組織變革影響、公司文化影響、公司領(lǐng)導(dǎo)力影響、國內(nèi)經(jīng)濟(jì)和行業(yè)競(jìng)爭(zhēng)影響。通過這些原因的分析,得出產(chǎn)品的失敗和剝離出售是不可避免的這一結(jié)論。分析完這些原因后,在第五章根據(jù)當(dāng)時(shí)的情形,給出了應(yīng)對(duì)當(dāng)時(shí)失敗和錯(cuò)誤的對(duì)策以及建議。本文希望通過對(duì)案例的相關(guān)分析以及一些思考和建議,為我國的企業(yè)和企業(yè)家們提供一些啟示和借鑒。
[Abstract]:Environmental pollution and energy shortage have increasingly become the main problems facing the society today, and solar photovoltaic power generation has played a very important role in solving these two problems simultaneously. From 2009 to 2010, solar photovoltaic power generation has played a very important role in solving these two problems.Because local governments are promoting photovoltaic power generation as a priority sector, a lot of money, people and resources are flowing into the industry.It is in this context that E company "homeopathy" into the PV inverter industry.In the three years from 2010 to 2012, with its strong market sales ability, the company quickly seized the market and occupied the top three positions in the domestic market share.Since the beginning of 2013, E company's photovoltaic inverter products have been at a loss, and by May 2014, the company will be PV inverter products sold off.From the beginning to the divestiture sale, in less than five years, the company's photovoltaic inverter products in such a short time after all what happened?What causes E's photovoltaic inverter products to undergo a rollercoaster reversal?In this paper, the whole process of the whole case is clearly restored according to the time sequence, from the beginning of the product to the rapid development and success, from the industry peak to the loss, from the loss to the divestiture.Through the analysis of various processes and links, six reasons for its failure and divestiture are obtained, that is, product development strategy error, marketing strategy error, corporate organizational change impact, corporate culture impact, and corporate leadership impact.The influence of domestic economy and industry competition.Through the analysis of these reasons, we draw the conclusion that product failure and divestiture is inevitable.After analyzing these reasons, in the fifth chapter, according to the situation at that time, the countermeasures and suggestions to deal with the failure and error at that time are given.This paper hopes to provide some enlightenment and reference for Chinese enterprises and entrepreneurs through the case analysis and some thoughts and suggestions.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 屈智利;企業(yè)失敗研究[D];武漢大學(xué);2004年

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本文編號(hào)：1719943