Study On Competitive Strategy Of Global Company In Chinese Market

With its rapid development of economy and society, China’s demand for energy isexpanding on daily basis. Meantime, renewable energy industry grows dramatically due tothe limitation of traditional energy and environment concerns. The development ofrenewable energy industry is not only the supplement of China’s current energy supplysystem, but also important measures of environmental protection. So far, it is one of thebest energy choices for China, which meets the needs of sustainable development.Since Chinese11th Five Year Plan, Chinese government implements a series ofsupporting policy to promote the development of Chinese renewable energy industry. Thepast years have witnessed the great development of renewable energy in China, which leadto larger market scale and great economic benefit. Renewable energy industry contributesto energy structure optimization, energy saving, and employment promotion, etc. Thus,renewable energy is becoming next strategic industry of China.As an original equipment manufacturer, S company devotes to provide reliableequipment and solution of renewable energy market. It achieved success in China since itjoined China market. However, the growth of local suppliers and the supporting policy ofgovernment changed competitive environment in recent years, which affect S company’srenewable energy business in China. Therefore, it is important for S company to find asuitable competitive strategy to enhance its competitive power.The thesis selects wind energy department of S company China as the study object,and conducts research and analysis on its competitive strategy in Chinese market, to findout development hinders and formulates customized competitive strategy for its furthersustainable development in the market.