The Research On The Development Strategy Of Nengda Thermal Power Co., Ltd

In 2003 and 2004, an electric shortage never occurred before happened. That resulted in a new round boom of electric power construction. Along with the fulfillment of these constructions, most electricity-generating corporations have to face the crisis of electric surplus. Meanwhile, the price of coal is rising continuously. All of these make the situation of local thermal power companies that always struggled for survive become more and more severe. Furthermore, after the electric power system reform entered a schedule again, the pricing system reform at electricity-generating side must bear the brunt of electric power system reform as a pioneer. Entering the network through auction should be imperative under the situation. When the competition become fiercer and fiercer in the electricity generating market, local thermal power companies as a special group how to change their management strategy and gain a breakthrough. That is the reason why we do this research.Wuxi Nengda thermal power Co., Ltd is a type of local thermal power company under the sever situation. Where the company to go is a question at this important time. Under the diversification of environment in Chinese electric power market, how to make the company obtain a rebirth and walk out the plight? How to make the company take the predominance in the furious market competition? That is also a question need to solve urgently. So, study the development strategy of enterprise is very meaningful for the Wuxi Nengda Co., Ltd.This dissertation uses the method of strategy analysis and the theoretic model of strategy management. It mainly research systematically on the corporation stratagem for Wuxi Nengda thermal power Co., Ltd. Based on the analysis of exterior and interior circumstance of the enterprise, found out its strength, weakness, opportunity and threat. Then, matched strategies selection of company through the external and internal factor evaluation matrix and SWOT analysis model. Finally chose the most suitable strategy for company development according to the conclusion of quantitative strategic planning matrix (QSPM).By the detail analysis of quantitative strategy model, the dissertation concluded that Wuxi Nengda thermal power Co., Ltd have a good chance and developing potential in the heat energy market even though there existed some disadvantage including electric power reform, rising coal cost and poor management ability in the company. It point out the correct selection of the company is to change the idea and adjust the business. The paper suggests that the final strategy is to expand the heat energy market and change the preferential business from electricity generating to heat. Meanwhile, the dissertation also provides some proposal for strategic enforcement from several aspects of production, technology innovation, organization structure, human resource management and marketing.