YD集团战略发展分析

【作者】 黄俊；

【导师】 王晓明；

【作者基本信息】 电子科技大学 ， 工商管理， 2011， 硕士

【摘要】 企业战略是以企业未来的发展为考量,是为了寻求和维持持久竞争优势而作出的有关全局的筹划和谋略。由于在较长时间内,电力行业是国家能源垄断行业,因此,电力企业对自身的长远战略谋划并没有引起应有的重视,但是,进入二十一世纪以后,随着国有电力企业市场化改革重组的深入推进,各电力企业面临的市场竞争日益激烈,因此,企业持续、快速、健康发展的要求日趋强烈。YD集团如何根据市场环境和企业实际情况,制定科学的发展战略,促进企业不断发展壮大?这是企业目前迫切需要解决的问题。论文以我国当前电力工业发展现状和未来电力需求预测为基础,通过采用系统研究法和定性分析与定量分析相结合的方法,并运用企业管理、战略管理以及公司财务分析理论等相关知识分析了YD集团企业内外部战略环境因素,包括宏观环境、电力行业环境、企业所在区域环境、竞争对手情况以及企业内部经营环境,包括收入、利润、市场占有率等方面,找出了现阶段企业竞争环境中的优势、劣势、机会和威胁。在企业外部环境分析中,运用了波特五力模型对YD集团目前所面临的电力行业环境进行了剖析。在内外部环境分析的基础上,通过SWOT模型分析,确定了YD集团未来的战略发展目标定位、基本的战略选择,以及战略实施保障措施。最后本文对全篇进行了总结。论文试图在已有的研究成果上作出新的探索,并提出自己的观点。着重强调企业战略与企业内外部特性以及企业内部制度保障的衔接。充分发掘现阶段粤电集团在战略发展中存在的问题,并尽量将问题实证化。更多还原

【Abstract】 For consideration by the future development of enterprises, corporate strategy is the overall planning and strategy to seek and maintain sustainable competitive advantage. For a long time, electric power industry is national monopolistic, the power enterprises’ long-term strategic planning of their own did not cause the attention it deserves, but from the beginning of 21st century, along with the marketization reform of the state-owned electricity power enterprises, the power enterprises are facing increasingly fierce competition in the market, therefore, sustained, rapid and sound development is required increasingly strongly. YD group how YD group make scientific development strategy to promote the continuous development and expansion according to the market environment and the enterprise actual situation? This is an urgent problem these enterprises need to solve at present.Based on China’s current electric power industry status and the prediction of electricity power demand, by systematic approach and qualitative analysis and quantitative analysis method, this paper uses business management, strategic management and corporate financial analysis theory and relevant knowledge, analyzes the internal and external strategic environmental factors of YD Group including the macro environment, electric power industry environment, enterprise zone environment, the opponents of the competition and the inner enterprise management environment which includes income, profits, market share, etc. This paper finds out the current competitive environment strengths, weaknesses, opportunities and threats. In the external environment analysis, we use Michael Porter’s Five Forces Model to analyze the industry environment YD Group facing at present. Based on the analysis of the external and internal environment, through SWOT model analysis, this paper determined YD Group’s strategic development target, the basic strategic choice and the ensuring measures for the operation of the strategy. The last is total summary.This paper tries to make new exploration of the existing research results and proposes our own view. It emphasizes on the link of corporate strategy and enterprise internal and external character and internal systematic warrant. We exploit and positivist the problems existing in the development of strategy of Guangdong Electric Group as much as possible.更多还原