Research On The Development Strategy Of Shangxi Wind Power Turbines (China) Co., Ltd

It’s imperative for a modern enterprise to implement comprehensive deployment and planning. As an old Chinese saying:With one misstep, lose the whole chess game, It does happen frequently. Therefore, Strategy is crucial for a company’s long-term development, especially as a new turbine supplier in wind power industry, ShangXi Wind Power Turbines (China) Co., Ltd., is encountering fierce market competition at home and abroad because of the recession period of wind power business. However, the deminishing fossil fuel energy, Alarming air pollution, deteriorating natural environment conditions calls for clean,renewable and sustainable energy for China. How to choose a development strategy for a company is playing a decisive role for its survival and development. The strategy chosen by ShangXi Wind Power Turbines (China) Co., Ltd. can give some references for the other domestic companies in the same wind turbine industry.The start of this thesis illustrates the background and purpose of the research work and also states its creative findings for this, in Chapter1, it depicts the framework of the whole study; In Chapter2, introduces the relating theories on the strategies and its analytical tools; In Chapter3, By using the analysis approach of PEST, analyzes the current macro-environment for the wind turbine industry, and concludes that our country’s in a stable political environment and high speed of national economy growth rate, domestic wind power industry is continually to develop, Our central government is pushing forward and expecting to achieve more on the recyclable and sustainable development, which gives the wind power turbine company abundant opportunities. Through analyzing the wind power industry structure with famous "Porter" five forces analysis pattern and study of competitors, can find the wind power turbine industry is in strong competition and the relative enterprises must consolidate its optimum resources.In chapter5, the author conducts further assessment of the company’s existing situation via SWOT analysis, and gains deep understanding of the strenths and weaknesses of the company. Based on the above basic condition studies, In comparison with the opportunities and threats from the external environment and the strenths and weaknesses originated from the company itself; Selects the suitable strategy for the company and concludes that the company must conslidate advantages brought by its technology know-now and internationalization. In order to ensure the effective implementation all these merits, suggests the company to continue to provide good service to all wind farms and customers, Continute to further enhance market share of sales in China, maintain the stability development as core target at this moment; In chapter6, it maps out the detailed action plans and certain relative proposals on how to strengthen internal management for future robust development.In chapter7, Author points out the main conclusion of this thesis and make some comments on the gaps in this research activity and will carry on with future possible reseach directions.