Development Strategy Reserarch For System Design Dinstitute, Dongfang Electric Corporation

Since China’s dramatic market economy growth and reform, energy and electric industry is expanding in an incredible speed, while more and more intense competition. Especially,’The notification on scheme of electric system reform’was released by state council in 2002. Indeed, it required state owned electric finance should be reformed and separated. According to these impacts from macro-control efforts and marketing competition, Dongfang Electric Corporation, one of the best local electric facility stated-run company, established Electric System Design Institute for the long-term development purpose and appetite of building an operation model called ’Design- manufacture- project turnkey-site service’. However, during years operation, System Design Institute hardly achieved the original purpose- development rapidly. Although System Design Institute has invested much finance for hardware level and high-tech employees, it couldn’t achieve any massive coal fired plant design yet, as well as question from corporation group inside.Therefore, according to contemporary enterprise strategy management, basing on current development situation, this thesis will research this reason of present phenomenon by PEST analysis, five forces and interior environment analysis. Then according to strategy combination by SWOT matrix, we list and analyzed the strengths, weaknesses, opportunities and threats on design institute operation. Furthermore, we put forward four options and chose the most suitable development strategy through option comparison and selection principles. And the strategy was leveling self design ability, evolving Human Resources management and exploring new energy marketing.In strategy implementation part, this thesis would divide the development strategy into four stages. The first stage would mainly focus on interior organization modified and ISO9000 & 6SIGMA blending severed qualified management system; the second stage would reform HR management; the third stage would confirm target marketing and finish marketing positioning; the future stage would lift marketing positioning and expand marketing. This thesis also established relevant supporting measures, key-point regulation and emergency respondent. Moreover, for the operability of development strategy, we made the diversity of appraisal procedure.