China Dongfang Electric Corporation Marketing Strategy Of Investigation And Analysis

The power-generation equipment is one of the basic industries of our national economy, it contributes greatly to our economic development and the foundation of our industrial system. But for a long time, it has existed in the circumstance of planning system and shortage economy. The enterprises only needed to expand their production capacity without the worries of overstocking, hence the thirst for investment and expansion lasted for a long time, and thus the special way of operating and developing of this trades came into being. With the development of our economy, the deepening of opening to the world and the adjustment of national industrial policies, the seller market ended finally at the end of 1990. The supply exceeding the needs, which appeared at once, made this trades fall into standstill and even deficit. In recent years, although some of the management and sales forces have made some analysis on the operating strategy in such a circumstance, most of them only stressed in one respect, and ignored to analyze the whole lines and the operating strategy which they should adopt. This thesis strives to make more comprehensive and incisive analysis in the situation of this business and the operating strategy adopted by the enterprises. And a thorough investment and analysis are made on the case of Dongfang Electric Corporation(DEC), one of the three largest power generating equipment works in China. This thesis can give some references to other national power generating equipment works in their strategy decision. And at the some time, it gives some help to lots of state-owned enterprises which have been striving in market economy and reform, so that they can extricate from predicament. This paper first introduces the general situation of power generation lines, and reviews its development course. Second, it analyses the position of DEC in the whole national power generating equipment business, which makes the readers have a clear and overall realization to the business. And then it investigates the development prospect of power generating business and the electrical industry of the whole country. The conclusion comes after analysis; the producing capacity of power generating equipment that far exceeds the development of electrical market, thus supply exceeds needs in the market. And DEC makes relative marketing strategy. At the end of this essay, the points, which DEC should pay an attention to in carrying out these operating strategy, is raised. This thesis is divided into five chapters. The first chapter introduces the survey of the power generating equipment business. First it analyzes and sets forth the characteristics of this line. By reviewing the course of development. At last it analyzes the potential market of generating equipment, thus making the readers have a macroscopic knowledge of these business. In the second chapter, it takes overall introduction to DEC, an important participant of the business. First the survey of the whole group is set forth, then its operating ability and achievements are identified, at last investigation and analysis of its equipment and technical ability are made. The national power generation of three big groups which are DEC, Shanghai and Haerbin group form equipment business. This chapter also makes investigation to productivity and market constitution, which makes the readers realize that the position of DEC and competitive situation it faces that forms the environmental condition of its operation...