Research On Development Strategy Of Xiangtan Electric Manufacturing Group Wind Power Co.Ltd

Wind power is one of the most important resources of renewable energy.Considered as the combination of high-end equipment manufacturing industry and new energy industry,wind power industry is highly concerned and vigorously supported by governments.After a period of quite rapid growth,due to the “New Normal” of the world economy and sharpening of business competition,wind power industry have entered a new stage of development.As the top 5 among wind turbines manufacturing industry,it is important for Xiangtan Electric Manufacturing Group(XEMC)wind power Co.Ltd to restudy and redesign its development strategy.To give reference and advice to the enacting and implementation of development strategy of XEMC wind power Co.Ltd.In this research,after collecting and analyzing the abundant amounts of information about wind power industry,we launch further research following three basic stages of enterprise development strategy,i.e.,environmental analysis,strategy formulation and strategy implementation.Comparison and analysis of the various strategic theories are the first step,which is the theoretical foundation of the selection of develop strategies.Then a briefly introduction of XEMC wind power Co.Ltd was made at first.The development status of wind power market at home and abroad was analyzed.Then,development strength(S),weakness(W),opportunity(O)and threat(T)of XEMC wind power Co.Ltd were analyzed by the SWOT method.Comparing with its competitors,the development strength of XEMC wind power Co.Ltd is highly specialized motor manufacturing,the obviously technological advantages of major product 2 MW direct drive permanent magnet wind generator,,first-mover advantage of XEMC wind power Co.Ltd as the pioneer of China wind turbines manufacturing industry.However,the further development of XEMC wind power Co.Ltd was constrained by its undesired location,relative small market scale,conservative management system and re-enforcements needed technical force.Still,XEMC wind power Co.Ltd has some further development opportunities,including the stable policy support,mergers and reorganization of wind power industry and enlarged operational maintenance services market.But,it has to face the threat of probable quality defect,grid interconnection problems of wind farms,mergers and reorganization of enterprise and the “New Normal” of the world economy.Basing on the SWOT analysis and the analysis of the current development strategy of of XEMC wind power Co.Ltd,the original overall development strategy was improved in three aspects: product differentiation strategy,product differentiation strategy and vertical integration strategy.Then,the development strategy framework and guiding ideology were put forward.The strategic positioning and development goals of XEMC wind power Co.Ltd were becoming a domestic first-class level company with international influence.In this process,the principles were steady promotion,innovation drive and priorities breakthrough.The key points of this strategy were research on key products and technologies.Also,the development approach of XEMC wind power Co.Ltd was outlined as well as the action and plan on the market,talents and platforms construction.Finally,the overall development strategy framework and strategic guarantees were given.Our study was of great significance for the company’s general goals design and strategy implementation.As XEMC wind power Co.Ltd is the most important company of wind power industry of Xiangtan,this study can also give advice and reference to the further economy development of this city.