Strategy Choice Of The DQ Corporation Company

At the beginning of 2005, the State advocates mainly renewable energy power generation, especially wind power generation. Wind power industry went through 5 years of rapid blowout period of prosperity, soon entered 4 years chilly winter period. Industry change radically, the pressure of competition and the uncertain market environment, forcing the industry players have to re-examine their own strategic positioning, re-establish the advantage of resources and development direction, to allocate the corporate resources rapidly and effectively, to establish a sustainable competitive advantage.DQ was founded in 1965, is a state-owned enterprises, which is engaged in power generation equipment. It made an accurate predict and caught the wind power market opportunities for prosperity, set feet into the wind power industry. It obtained harvest for 5 years industry prosperity, but also struggled for the 4 years chilly winter period. Rich experience has accumulated. At present, DQ is under a strategic restriction stage, the owned core resources and ability must be re-examined; the advantages and disadvantages must be cleared; the opportunities and threats of industry demand and the external competitive environment changes have been fully understood and catched, then re-thinking and positioning of the strategic.This thesis combined with related theories and methods of strategic management, analyzed the started-up period, soar reasons, hanging low causes of DQ company in wind power, and the position and measures in the value chain of wind power industry, to find the advantages and disadvantages of DQ company in the wind power industry.This thesis focused on analyzing the industry environment of wind power industry, obtained that there is big demand; investigated the external competitive environment of DQ by five forces model. The overall judgment for the wind power industry will pass the false prosperity in start-up and soar period, pass the following cold winter in low stage, into the "new normal", it means there is a stable market demand, and also has dominant threat from high performance products, efficient management and financing aspects.SWOT ws used to investigate the opportunities and threats of market in this thesis, combined with the internal advantage and disadvantage of DQ, gave four kinds of strategic choice, i.e. strategic choice of SO growth, WO reverse, ST response and WT defense. Considering the opportunities of appearing market "new normal" more than threats, the internal advantages is obvious, suggests that DQ company to take combined strategies of the growth and reverse type. And five strategic measures and supporting conditions for implementation strategy are given.