Study On Wind Power Development Strategy Of Shandong Power Company

With the continuous development of social economy, the energy shortage problem more and more gets the attention of the countries all over the world, and the traditional burning of fossil fuels in promoting rapid economic development at the same time also brought the damaging of natural resources consumption and serious pollution of natural environment, in order to meet the country’s growing energy needs, effectively solve the problem of environmental pollution, countries in the world to strengthen the development and utilization of clean energy. Among the many clean energy inside, wind energy is able to be large-scale development and utilization of a form of energy of high value, are of great significance to sustainable development of energy saving and emission reduction and economic.In order to encourage the development of wind power, the National Energy Bureau issued a series of policy measures, have given great support from wind power project approval, price subsidy, grid absorptive etc. Shandong Province as a big province of wind power development in the foundation, earnestly implement the national energy administration related policy also introduced a number of preferential policies to accelerate the development of wind power, in such a policy, economic environment, the major domestic power generation group have to seize the mountain wind power market, Shandong power company is under this kind of background the business scope of a rapidly expanding into wind power.The writing purpose of this paper is based on the development strategy of related theory, using relevant strategic analysis tools, combined with the current situation of the development of wind power generation company in Shandong, by internal and external environmental analysis of wind power development, determine the company’s long-term development strategy of enterprise, and put forward a series of security measures to the development strategy.In this paper, through the PEST analysis and porter’s five models of the macro environment of enterprise and industry competition environment analysis, summed up the development of wind power generation company in Shandong’s external opportunities are:the support of state and government; Area of wind energy resources are rich; Low wind speed development use of the unit. At the same time, external threats are:industry competition is intense; Power output engineering relative lag; Wind farm profit and loss is strongly influenced by the wind resource. Shandong power company internal advantages are:wind power development has mature and stable equipment suppliers; Have rich experience in project development; Well-funded, financing ability. At the same time the internal weaknesses are:relative lack of wind power technology talents; In the Shandong wind power market relatively late; the instability of wind power impact on power grid.In this paper, through the comparative analysis to the following conclusion: Shandong power generation wind power company’s overall development strategy for the development of strategy (S-O strategy), catch the opportunity of developing wind power industry, the use of a good political, economic and technical environment, to strengthen wind talented person’s raise and the enhancement enterprise’s own technology innovation ability, forms the enterprise core competitiveness, so as to speed up the development of wind power projects, continuous upgrading of the market share of Shandong wind, accelerate the development of enterprises. On the premise of a clear overall development strategy of the wind power company, combining the current situation of the development of the wind power companies and enterprises of their own situation, put forward the development of wind power can choose intensive growth strategy and the concrete strategy of vertical integration strategy of two forms. At the same time to formulate the development strategy of wind power generation company in Shandong, four aspects of the implementation of the measures are put forward: Strengthen the communication with the power grid company; Strengthen the wind talent training; Adjust the wind farm operation mode and technical innovation.In addition, this paper also puts forward the safeguard measures for the implementation of the development strategy:make full use of government policy; optimize the organization; perfect the human resource management, strengthen the building of enterprise culture, strengthen safety in production capacity and strengthen financial management ability.Because the Shandong power generation company has certain representativeness in electric power enterprises, power generation companies of Shandong wind power development strategy has certain reference significance for the strategic management of other generation companies within the industry.