Research On Diversification Strategy Of Goldwind Technology Company

Under the economic globalization,the traditional fossil energy has been unable to meet the energy demand of contemporary economic society.At the same time,under the rapidly development of new energy wind power industry,the environment of wind power industry is also undergoing dramatic changes.Enterprises need to timely adjust the company’s strategy to cope with future market changes.Goldwind technology is the first host company engaged in the wind power industry in China.In the current global wind power industry,Goldwind technology is in a leading position,but there are also some pressure and problems in the development of Goldwind technology.In the new environment,the company needs to formulate a company strategy in line with the actual situation of the company to cope with the opportunities and challenges of the market.Based on the research results of enterprise strategic management theory,this paper summarizes the development status and process of Goldwind Technology:first,use PEST model to analyze the external macro environment of Goldwind technology;second,analyze and judge the competition pattern of wind power industry,mainly use Michael Porter’s Porter five forces model to analyze and study the competition of wind power industry Third,according to the current situation of Jinfeng technology company,explore the company’s internal resources and analyze the company’s capabilities;fourth,analyze and evaluate the company’s internal and external environment.There are two kinds of quantitative analysis tools:EFE matrix corresponds to external environment analysis;IFE matrix corresponds to internal environment analysis.Through the modeling analysis of the two matrices,we can understand the internal and external environment status of Goldwind technology,and make corresponding evaluation;fifthly,according to the situation of the company,based on the SWOT model analysis,we can list the strategies that the company can choose at the present stage.Based on the in-depth analysis of Goldwind’s main business,BCG matrix analyzes the business portfolio of the project.Finally,it puts forward the measures and safeguard measures for the implementation of enterprise strategy.In this paper,we believe that under the background of existing resources and fierce market competition of Goldwind technology,we should determine the diversification strategy with relevant diversification as the main strategy,supplemented by unrelated diversification strategy coordination,and implemented in stages.On the whole,the company implements relevant diversified strategies,continues to develop new installed market,expand new business industrial chain,and promote the internationalization process,so as to promote the steady development of the company.Meanwhile,based on the changes of environment and future product market,the company complements the non relevant diversified strategies by stages,and vigorously develops smart water and commissioned operation services.On the one hand,enhance the company’s ability to resist industry risks,and provide support and guarantee for the development of the company’s core business.On the other hand,it supports the strategic transformation of the company in the future,and ensures that the overall business of the company will maintain a growth rate of more than 30%in the next 3-5 years,with an operating revenue of over 5 billion yuan and over 100 billion yuan in the next 5-10 years.Through 5-10 years of development,we will continue to consolidate the leading position and market share of Goldwind technology industry,achieve the goal of"consolidating the first in China and moving towards the first in the world" in the installed capacity of sea and land fans,and become the industry leader of global clean energy and energy saving and environmental protection solutions.This paper also puts forward safeguard measures from the aspects of strengthening product technology research and development,reducing the company’s operating costs,establishing a good brand image,improving the risk control mechanism,improving the capital operation ability,and improving the human resource guarantee,so as to provide reference for the company’s strategic development.