Research On The Strategy Of Wind Power Equipment Business Development Of One Company

With the sustained and rapid development of the national economy, the demand for energy grows strongly, and the the negative effects on ecology and environment is becoming more and more evident in consuming coal and petroleum, which is the main energy structure now. Therefore, it is of great significance to develop clean energy and practise energy-saving emission reduction. The value of developing clean energy is reflected by "12th Five-Year plan" and "13th Five-Year plan". In the recent three years, the wind power industry has been developing vigorously and made an important contribution to the construction of clean energy, however, it is uneven in developing the wind power equipments, which are made by enterprises. In order to promote the healthy development of the wind power industry, a series of relevant policies has been promulgated by state to improve the existing wind power industry. In the case of challenges and opportunities, a wind power enterprise would like to improve the core competitiveness of their own wind power equipment business, and achieve a rapid development. In order to achieve that goal, PEST analysis, five forces model analysis and SWOT matrix analysis have been used in analysising the internal and external environment of the enterprise comprehensively. The strategic choice and description of developing wind power equipment business are concluded from two levels. The portfolio strategy of that company is maintain the existing wind power equipment business, adding offshore wind power equipment business and reserveing wind power equipment maintenance services business. The differentiation strategy is choosen as a competitive strategy which will improve the market share and core competitiveness. It is to build a comprehensive integrated brand of wind power equipment business and position in the customer that requires higher technlogy and lower price sensitivity. The differentiation of product design qulity and performance is adopted as the pursuit of excellence in product quality and performance; Service differentiation, is providing optimization and upgrading of high technology services. In order to guarantee the implementation of a wind power enterprise strategy, the impllementation taictics of the strategy are offered from six persperctives which are knowledge management of the research and development, organization management, incentive compensation optimization, brand marketing promotion, operation, financial manangerment.