Dongqi Wind Power Business Sector Development Strategy Research

Wind power, as a kind of clean, safe and sustainable natural resource, receiveswidespread attention from the whole world in an age of sustainable development. Windpower generation which is considered as the core technology industry with the mostadvantages and potentials in new energy industries shows a momentum of stronggrowth under vigorous support by Chinese government. It also brings developmentopportunities to manufacturing business of wind power equipment. In order toaccommodate itself to national development strategy under new economic situations,DONGFANG TURBINE CO., LTD (DTC for short) achieved transformation andupgrading of products and entered the field of wind power equipment manufacturingbusiness in earlier times. Now it has become one of the major suppliers in the field.However, more competitive marketing and sharp decline of price resulted in exposure ofa series of problems and hidden troubles in development of wind power business ofDTC. Its growth has been seriously blocked by simple and extensive management, lackof overall planning in general strategy, high cost, poor quality, chaos of information andinefficient operation in DTC. Therefore, a reanalysis and optimization of competitionstrategy based on logistics and supply chain management plays a crucial role in helpingDTC break through the dilemma of its wind power business so that it can acquire timeand space advantages in market competition.This paper links theory with practice to solve problems in the development of ourenterprise. For a start, this paper introduced the background, reasons, research directionand purposes. Next the basis of theory was established after consult, collection, analysis,research and sorting of relevant documents. Then the author analyzed the status quo andexisting problems caused by strategic management of wind power business in DTC withmethods such as questionnaire survey and positive analysis and got at the roots of theseproblems based on which methods of selection, improvement, optimization as well asspecific solutions were presented. Finally the effects of some plans were evaluated.This paper mainly includes the following aspects: in the introduction part the author introduced the background of this paper, the development status of domesticwind power industry and current situation of DTC in this field. Then the authorpresented the subject, purpose, significance, ideas and main content of this paper. In thesecond part, basic theory was stated. Starting from the concept of strategic enterprisemanagement, the author formulated the effect, significance, essential elements ofstrategic management as well as the methods of developing and analyzing strategies.Additionally, this paper introduced the principles and crucial factors of supply chainmanagement, the relationship between supply chain management and general strategyof the enterprise and methods to achieve strategic alignment. In the third part, the authoranalyzed competitive situation in domestic markets and dissected the problems causedby strategic management of wind power business in DTC, reevaluating its existingcompetitive strategies on the basis of external competitive situation and various internalfactors. Accordingly the author presented the principles and methods to optimize thestrategies of supply chain management in wind power business of DTC. In the fourthpart, specific plans were proposed based on strategic alignment with the methods suchas SWOT and QSPM Matrix analysis method. In the last part, comprehensive summarywas made for strategic alignment principles, optimization of general strategies andpreliminary results.