【作者】 王浩；

【导师】 王益民；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 经济全球化下,传统化石能源已不能满足当代经济社会的能源需求。同时,新能源风电行业迅速发展,风电产业内外部环境也在发生剧烈变化,企业需及时调整公司战略来应对未来的市场变化。金风科技是中国最早从事风电行业的主机商,在当前的全球风电行业,金风科技处于领先地位,但是金风科技的发展也存在一些压力和问题。公司需要在新环境下,制定符合公司实际的公司战略来应对市场的机遇和挑战。本文在借鉴企业战略管理理论研究成果的基础上,对金风科技发展现状和过程进行分析后做归纳总结:一是用PEST模型分析金风科技外部宏观环境;二是对风电行业的竞争格局进行分析研判,用的主要是运用迈克尔·波特的波特五力模型,分析研究风电行业的竞争格局;三是根据金风科技目前的公司情况,发掘公司掌握的内部资源,分析公司具备的能力;四是进行公司内外部环境的分析评价。量化分析工具主要有两种:EFE矩阵对应的是外部环境分析;IFE矩阵对应的是内部环境分析。通过两个矩阵的建模分析,了解金风科技的内外部环境现状,并作出相应评价;五是基于SWOT模型分析,根据公司根据实际情况,列出现阶段公司可以选择的策略。在深度分析金风科技主要业务的基础上,波士顿矩阵(BCG Matrix)分析业务组合情况。最后提出了企业战略实施的举措和保障措施。本文研究认为,在金风科技现有资源和市场竞争激烈的背景下,应确定以相关多元化为整体主策略,辅之以非相关多元化战略协同,且分阶段实施的多元化战略。公司在整体上实施相关多元战略,继续开拓新增装机市场、拓展新业务产业链、推进国际化进程,促进公司稳步发展;同时根据外部环境变化和未来产品市场变化,分阶段辅之非相关多元化战略协同,大力发展智慧水务、开发委托运营服务。一方面增强公司抵御行业风险的能力,为公司核心业务的发展提供支持和保障。另一方面为未来公司战略转型做支撑,保证公司未来3-5年整体业务保持30%以上增长,营业收入超50亿元,5-10年超千亿。通过5-10年的发展,继续保持巩固金风科技行业龙头地位和市场份额,完成海陆风机装机量“巩固全国第一,迈向全球第一”的目标,成为全球提供节能环保解决清洁能源方案的行业领跑者。本文还从加强产品技术研发、降低公司经营成本、树立良好品牌形象、健全风险调控机制、提高资本运作能力、完善人力资源保障等方面提出了保障措施,为公司的战略发展提供参考。更多还原

【Abstract】 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.更多还原