The Competitive Strategy Of Wind Turbine Manufacturing Company Under The New Development Of New Energy In China

In nowadays, all countries no matter developed or developing countries are striving for energy transformation from traditional energy to renewable energy due to energy crisis and environment pollution. Compared with other renewable energy, wind power, which has the advantages of advanced technology, mature industry chain, and relative low cost, is developed and supported in many countries. Especially in China, wind power is national strategic emerging industry. As seldom industries with international competitiveness in China, wind power equipment manufacturing is facing the critical period of reform and innovation.This paper does research on global and Chinese energy development trend, and elaborates current situation of wind power in and out of China. And based on that, it selected Goldwind, the leading company in wind power industry of China, as research object. By analyzing the internal and external environment of the enterprise, it uses SWOT analysis tool to determine competitive strategies for next 3 to 5 years and elaborate specific implementations of the strategies. The competitive strategies is bring new development direction to the enterprise to catch marketing opportunity, allocate resources and capabilities rationally, and improve competition to develop sustainably and healthily in renewable industry.