ZCN New Energy Company’s Competitive Strategy Study

In recent years,with the increasing speed of our economic development,the demand for energy is increasing gradually,the shortage of conventional energy,and the contradiction between economic development and energy shortage is becoming increasingly prominent,so the energy issue has become a strategic problem to be urgently solved in the process of our economic development.New energy industry is a strategic emerging industry in the 21 st century.It has great development potential,little environmental pollution,and can be used continuously,which is conducive to the harmonious development of man and nature.Under the support and guidance of the national policy,the new energy industry has developed rapidly in China.ZCN New Energy Company is a large state-owned enterprise.As a typical new energy company,ZCN New Energy Company focuses on the manufacturing of new energy power generation equipment.With the introduction of various support policies for the new energy industry,more and more enterprises enter the new energy industry,and the competition in the new energy power generation equipment manufacturing industry is more fierce,which brings great challenges to enterprises.Enterprises have been advocating the implementation of differentiated competition strategy to ensure their own competitive position,but only on the surface.Failed to put forward specific strategic measures to implement the strategy.To find a feasible competitive strategy for the company can make the company find a new economic growth point,and provide reference for the development of other new energy companies.Under the general background of the development goal of "carbon peak and carbon neutrality",coupled with the fact that thermal power generation is subject to a variety of restrictions in terms of cost and supply this year,new energy has become a new development direction actively pursued by many industrial enterprises.In recent years,more enterprises have participated in the development and utilization of new energy power generation.ZCN New Energy Company is a new energy enterprise engaged in the design and manufacture of distributed energy system,and committed to the utilization of renewable resources and the comprehensive utilization of biomass gas,gas and biogas.Faced with the increasing number of competitors in the new energy market and the increasing attention of customers to the cost performance and power generation capacity of their products,new energy enterprises have stepped into the competition stage from the past development stage.How should enterprises stand firm in the fierce market competition and achieve better development is a strategic core issue that enterprises urgently need to consider.First of all,this paper discusses the relevant theories of competitive strategy.Then,it makes a quantitative analysis of the internal and external environment of ZCN New energy Company,and makes a quantitative analysis of the alternative competitive strategies based on the second,using SWOT analysis method and QSPM matrix.Finally,it concludes that the best strategic choice of ZCN new energy company is the differentiated competitive strategy.At last,it makes the concrete method to implement the differentiated competition strategy and puts forward the safeguard measure.ZCN New Energy Company should grasp the external opportunities,make use of its own advantages,quickly cultivate new economic growth points,maintain the blue ocean advantage of enterprise market competition,continue to carry out cost reduction and efficiency improvement,and seize the dominant position in the fierce market competition.