Research On Competitive Strategy Of Offshore Wind Power Business Of G Electric Power Design Institute

With the country’s continuous promotion and implementation of ‘carbon peak and neutrality’ policy,offshore wind power,as a clean renewable energy,is the focus of the country’s energy development,which is of far-reaching significance to improve the structure of the country’s energy,protect the ecological environment,and the achieve the "30·60" carbon peaking and carbon neutrality goals.After years of development,China’s offshore wind power has stepped into the scale development stage from the demonstration stage.Since more and more enterprises have laid out offshore wind power businesses,competitions and challenges will become normal for the future offshore wind power business.Starting from 2022,the Central Government will no longer subsidize new offshore wind power projects,and offshore wind power will accelerate into the era of affordable development.In the face of continuous changes in national policies and increasingly fierce market competition,Electric power survey and design industry,as an auxiliary industry of energy industry,will face many opportunities and challenges.As a survey and design enterprise with both A-class qualification certificate for comprehensive design and survey,how to make a suitable competitive strategy to acquire a long-term competitive advantages in the field of survey and design for offshore wind power,is a question worthy of deep consideration for G Electric Power Design Institute.This thesis intends to take G Electric Power Design Institute as the research and analysis object,to analyze it’s internal and external environment from the perspective of competitive strategy management,and formulate an appropriate competitive strategy for G Electric Power Design Institute’s offshore wind power business.First,it comprehensively analyzes the internal and external environment of G Electric Power Design Institute by using relevant theories and analysis tools of competitive strategy,with PEST analysis mainly used to analyze the macro environment of the enterprise,and Michael Porter’s Five Forces Model analysis the industry to analyze competition structure of the enterprise.Then,the advantages,disadvantages,opportunities and threats of G Electric Power Design Institute’s offshore wind power business are fully explored,to turn opportunities into motivation and overcome disadvantages to avoid risks,and SWOT matrix is built with SWOT analysis model.Comparing the SO,WO,ST and WT portfolio,the analysis concluded that the offshore wind power business of G Power Design Institute still has room for future growth and is suitable for SO strategy,i.e.growth-oriented strategy.On this basis for its strategic objectives and concluded that G Power Design Institute offshore wind business competitive strategy is appropriate to adopt a differentiation strategy.Finally,the thesis puts forward feasible competitive strategy implementation schemes to ensure the successful achievement of the competitive strategy objectives,as well as four safeguards for the successful implementation of the G Power Design Institute’s offshore wind power business differentiation strategy:organization management,human resources,corporate culture and technology management.The research purpose of this thesis is to develop a competitive strategy for the offshore wind power business of G Electric Power Design Institute,to promote further optimization of G Electric Power Design Institute’s offshore wind power business,to expand the existing market and increase market share.Meanwhile,it also hopes to provide a long-term reference and practical significance for conventional thermal power survey and design institutes to lay out the offshore wind power market.