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论文编号：	14381
作者编号：	2320213694
上传时间：	2023/12/12 22:00:18
中文题目：	X公司风电润滑冷却业务竞争战略研究
英文题目：	Study On X Company’s Wind Power Lubrication and Cooling Business Competitive Strategy
指导老师：	任兵
中文关键字：	竞争战略；风电产业;价值链
英文关键字：	Competition strategic; Wind power industry; Value chain
中文摘要：	当今世界格局正处于历史发展的巨大变化之中。过去几年全球遭受的新冠疫情，加剧了地缘政治变化和世界的割裂；随后伴随着俄乌战争、北溪管道断裂造成欧洲能源供应紧缺和全球极端天气的频发，如何确保各国自身的能源安全问题已成为当今世界各国不得不关注的战略重点。中国作为一个能源消耗大国，近些年积极实践碳中和目标，对能源结构做着转型调整。风能作为可再生能源的一个重要分支，其发展状况是国家能源重要的战略布局体现。 在此背景下，本文选取X公司的风电润滑冷却业务作为主要分析对象。X公司于2006年以外商独资的身份进入中国市场，是一家风机零部件制造企业，为风机提供润冷、液压设备制造和服务。随着中国对风电的政策的支持和发展中产业政策不断的调整，其自身多年来享受到了产业发展的红利也正在经历环境变化带来的竞争压力，面临生存和发展的挑战。从它十几年的发展历程中，我们能窥见中国风电设备制造行业发展的起伏和周期性缩影，和国内类似规模企业较为一致的阶段发展痛点。 本文通过阅读相关理论研究、研究文献、搜集信息等基础上，结合产品生命周期理论并参照Michael Porter教授的通用竞争战略，对X公司的主营业务进行战略制定。本文对X公司的内外部环境进行分析，阐述其所面临的产业变化的挑战和机遇，通过SWOT等工具分析总结该公司的优势和劣势，结合通用竞争战略理论，确定适合公司的战略选择；结合价值链，通过控制驱动因素分析和重塑价值链,保障战略实施和落地。 笔者希望通过文章的梳理分析，尝试为处于行业变化、经营面临挑战的X公司以及在传统制造行业中面临同样困境的企业提供分析框架梳理思路，帮助企业在面临变革抉择时提供一种选择。
英文摘要：	The current world order is undergoing significant changes in historical development. In the past few years, the global COVID-19 pandemic has exacerbated geopolitical shifts and global divisions. This was followed by the Russia-Ukraine conflict, the disruption of the Nord Stream pipeline leading to energy shortages in Europe, and the frequent occurrence of extreme weather events worldwide. Ensuring energy security has become a strategic priority for countries around the world. As a major energy-consuming country, China has been actively pursuing carbon neutrality goals in recent years and making adjustments to its energy structure. Wind energy, as an important branch of renewable energy, reflects the strategic layout of national energy. In this context, this thesis selects X Company's wind power lubrication cooling business as the main object of study. X Company entered the Chinese market in 2006 as a wholly foreign-owned enterprise. It is a wind turbine component manufacturer that provides equipment manufacturing and services for lubricate cooling, hydraulic, systems for wind turbines, with the lubrication business accounting for more than 60% of its turnover. With the support of China's policies on wind power and the continuous adjustment of industrial development policies, X Company has enjoyed the dividends of industry development for many years but is now facing competitive pressures and challenges brought about by industry changes. From its development history of over a decade, we can catch a glimpse of the fluctuations and cyclical nature of China's wind power equipment manufacturing industry and also observe the consistent pain points in the development stages of similar-sized domestic enterprises. Based on relevant theoretical research, literature review, and information collection, this thesis will develop a strategic plan for X Company's core business by combining the product lifecycle theory and referring to Professor Michael Porter's generic competitive strategy. The thesis analyzes the internal and external environment of X Company, explaining the challenges and opportunities presented by industry changes, using tools such as SWOT to summarize the company's strengths and weaknesses. Based on the generic competitive strategy theory, suitable strategic choices for the company will be determined. It in incorporates value chain study to ensure the implementation and execution of the strategy by controlling cost drivers and reshaping the value chain. The author hopes that through the study presented in this thesis, it can provide X company, which is facing industry changes and operational challenges, as well as other enterprises facing similar difficulties in the traditional manufacturing industry, with an analytical framework and thought process to help them make choices when facing transformative decisions.
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