Research On Enterprise Competitive Strategy Of TBEA Automation Company

In this "Five Years’ Plan", Basic principles of China’s policies on the power industry development are:Giving priority to the development of hydropower, optimizing the development of coal, developing nuclear power efficiently, actively promote the new energy power generation, appropriately develop natural gas concentration of power, the development of distributed generation suit one’s measures to local conditions, to accelerate the construction of smart grid, led the development of the equipment manufacturing industry, promote the green and harmonious development. The country also has a series of policies to support the development of the smart grid and new energy, the development prospects of the electric power industry is very good.With the comprehensive construction of the UHV transmission for smart grid, the new standard of the industry continues to be developed, put forward higher requirement to the power equipment manufacturing enterprises in the equipment manufacturing capacity. TBEA Shenyang Transformer Group Automation Branch as a new electric power automation company, in the process of enterprise development it meets some problems such as the target market is not clear, and the organization structure lag. To solve these problems, we must locate the enterprise’s target market, carries on the adjustment to the enterprise strategy.Theory of the enterprise strategy is the foundation of this paper, conducts the research to the TBEA Shenyang Transformer Group Automation Branch of the enterprise strategy and enterprise strategy implementation.Through the analysis of the internal and external environment of company, using the "SWOT" analysis method to establish the strategic direction of the development of enterprise, establish the company vision "the company is built the famous electric power automation equipment supplier of the world". Through the research on the power industry market, the target market and the products’ position have been established. By studying the competitive environment and the competitor analysis, the product centralization competition strategy has been determined. And a series of strategic objectives have been made.Study on the process of implementation of the enterprise strategy, the organization form of Bus has been established. Develop a series of function strategy to guarantee the enterprise strategy’s implementation, including the market marketing strategy, research and development strategy, production strategy, human resource strategy, enterprise information strategy.At the end of this paper, summarize the research results about the enterprise strategy. Prospect the practice of the enterprise strategic management in the future.The pressure of the enterprise reform faced by the company is also faced by a lot of traditional power equipment manufacturing enterprises in the environment of the smart grid developing quickly and accelerating the electric power reform. The research of this paper about the competition strategy’s formulation and implementation process, has the reference significance for other similar enterprises.