Study On Wind Power Development Strategy Of Shandong Guohua

With the development of global economy, the traditional fossil energy such as coal and oil is drying up, the environment and climate problem is becoming more and more prominent. Exploiting and using renewable energy has been paid more attention by the world. China’s economy experienced a period of rapid development after the reform and opening up, and gradually transferred to medium-high economic growth---the "new normal". Under the new normal, China’s energy sector will face a new kind of development trend, which is characterized by slowdown in demand, energy conservation and emission reduction pressure, energy structure adjustment. For green and low-carbon development, and to promote the energy consuming revolution, China set a goal of "by 2030 non-fossil energy account for 20% of primary energy consumption ", and take development of renewable energy as the main direction of energy structure adjustment. Wind power, as a mature renewable energy industry, is confronted with new development opportunity.Since established in 2005, Shandong Guohua has been contributing to the development and operation of wind power projects for a long time, and formed large operation scale and certain managing experience. Now the company’s capacity of grid-connected wind power generation is 1340 million-watt, with good economic benefits and social reputation. In the process of rapid expansion, the company also faces new problems, like the functional management is uncoordinated to product operation, the contradiction of rapid development and management system. There are also some shortcomings in management mode, organization structure and professional competence. In order to make good use of the opportunity of wind power industry, achieve long-term and stable development, the company must analyze external environment and internal resource and capability, set development goal and plan, make a compatible development strategy and implement it, so that the company can make progress in the wind power business.Referring to strategy management theory and methods, and basing on the current situation of the company, using some strategic managing tools (such as SWOT, PEST), this paper analyses Shandong Guohua company’s external environment and internal resource and capability, set up aim system of development strategy (corporate vision, mission, strategic goals and implementation measures). The external opportunities of Shandong Guohua are:wind power industry is strategically significant, national policies and law support, price subsidy and preferential tax policies, technological progress bring down the cost and offshore wind power will have a great opportunity; external threats:Wind resources are limited and the competition is fierce, industry technology needs to be improved, coming to free market competition gradually, difficulty in long distance transmission; the main strengths:support from the parent company, adequate capital, high profitability, veteran management team, good public relationship and enterprise culture attraction; the main weaknesses are:lack of industry experience and professional technician, difficulty in centralized management, insufficient in reserve resource and the management should be improved. This paper argues that Shandong Guohua company should make the growth strategy, using its strengthens and opportunities to make more progress in wind power business, at the same time, make up weaknesses, to be China’s first-class supplier of clean energy with leading scale, standard management, good benefit and sustainable growth prospect. Finally, this paper proposes specific guarantee measures from the aspects of organization structure adjustment, resource exploitation, human resource, project management, operation management, financial support and so on, to ensure the development strategy will be effectively implemented.