联系我们

论文查询结果	返回搜索

论文编号：	5830
作者编号：	2120112563
上传时间：	2013/12/5 10:21:45
中文题目：	Gurit集团中国区发展战略研究
英文题目：	Development Strategy Research of Gurit Group in China
指导老师：	赵伟
中文关键字：	Gurit集团，风能市场，竞争战略，复合材料，风能叶片
英文关键字：	Gurit Group, Wind energy market, Competitive strategy,
中文摘要：	伴随着我国日益加快的改革开放步伐，我国的总体能源消耗量也在大幅的攀升，同时整个世界环境对能源的低碳化和无碳化的发展需求日益增强，在面对全球能源危机及环境问题的双重压力下，寻求和利用可再生能源已成为全球解决未来能源问题的有效途径之一。在我国政府不断的推动及扶植下，尤其是“十一五”规划的确定，及相关立法的出台。面对风能蕴量如此之大的中国市场。世界风电巨头们纷纷进入中国，开始逐鹿起中国的这片新兴的风能市场。机遇永远属于有准备的人，同样Gurit看到了这个机遇，并带着自己已经非常成熟的技术及产品跟随自己固有的客户来到了中国，做出了Gurit集团近10年来最大的战略性投资。而随着国家政策及市场的变化，在创造着巨大市场机会的同时，也在催生着愈演愈烈的竞争与挑战。在外资风能厂商逐渐失去中国市场的过程中，Gurit将如何调整自己的战略以适应市场的趋势，又如何突破固有的经营模式以自身的技术及产品的优势，在新的市场环境中构筑起企业的核心竞争力则是本文试图探讨的内容。 Gurit公司作为本文研究的对象，是一家在复合材料领域拥有着近180年发展历史，依托集团强大的研发能力，在复合材料领域拥有优良的产品制造工艺，尤其在风机叶片制造的复合材料领域独领风骚的跨国公司。而如何立足于中国风能市场，供应国内客户所需要的复合材料及提供高水平的技术支持，并依照中国风能市场的特殊现状，提供低价格且高品质的材料和优质的成套解决方案。同时确保风能叶片制造的水平不断提高以使整个产业生命周期回复到正常发展的轨道上，并保持住Gurit集团在行业中的领先地拉和绝对的市场占有率，这将是本文所要探讨的战略核心。本论文主要采用了战略管理思路，以Gurit集团中国公司为研究的对象，以中国乃至整个世界风力发电行业的发展历史以及当前的市场前景为背景，首先本文利用PEST分析了企业所处的外部环境，得出风电产业在中国属于短期不容乐观，而长期生机无限的新能源产业；通过五力模型的剖析得出，Gurit在中国风能市场上面对来自产业内部竞争及客户议价的压力较大的结论。利用波士顿矩阵分析得出Gurit需要在未来市场中继续发展明星产品，同时大力发展问题产品组合以促使其成长为明星产品的发展方向。通过SWOT分析，得出风力发电叶片行业前景依然十分光明，但现正处于螺旋式发展的低谷阶段，虽然企业拥有较强的技术优势，但却存在着营销力量较弱的劣势。因此在当前市场形势下应该采取ST（利用优势，规避威胁）发展策略，提高产品的市场占有率、适时适度扩张、并购与重组战略、后向及横向一体化战略，并提出了未来Gurit宜采取WT（减小劣势，规避威胁）发展策略。提出了将Gurit全球按地域划分事业部的高密度规划整合到同在一地区多事业部并行的多样化战略构想。同时提出了在此基础上管理架构的重组计划。同时强化内部管理、合理地配置企业资源、克服劣势从而奠定在中国风电及复合材料综合市场上的地位等一系列措施以保证竞争战略的有效实施。
英文摘要：	According to the gradual rapid speed of reform and development, the total energy consumption of China is rising dramatically. Meanwhile, the global needs for low-carbon even no-carbon energy is also growing quickly. Facing pressures both from global energy crisis and environmental problems, the research and application of renewable energy has already been one of most efficient ways to solve this future energy problem. China occupies significant place in global market for its wealthy of wind energy and positive promotion strategies and regulations from government, especially the reference of “eleventh five years plan”. Some bigs in wind energy around the world start to focus and extend their kingdoms to China. Chances always belong to those who are prepared. Gurit is also one of those bigs, with mature technology and products and existed customers, settles in China, which should be the most important strategic investment in recent ten years. The changes of government strategies and market trends creates great opportunities to businessmen, while also bring severe competition and challenges. During the process and facing the failure of other foreign companies, this thesis stresses on the proper strategies of Gurit to adapt to China’s market, and to be more competency in new market environment with itself technology and advantage out of previous limits. Gurit, as the main research target of this thesis, is a multinational corporation with 180 years history, strong research and development capability, and excellent manufacturing technology, which outstands in composite materials field. Therefore, how to meet the needs of China’s customers for composite materials and high-level technology support, how to provide high quality materials with lower price and excellent solutions based on China’s unique situations, how to enhance the blade manufacturing quality in order to ensure the normal development space of the whole industry, how to hold the leader position and absolute market shares in this filed, are discussed in this thesis. This thesis mainly uses strategic management methods, Gurit China as target, based on the development history of wind energy industry around the world and current market trend. This thesis refers that wind energy in China is a new energy industry with severe competition in short term and great potentials in long term, based on PEST analysis; refers that Gurit faces great pressures both from inner competition and customers’ negotiated price, through analysis of Five Forces Model; refers that Gurit needs to continue Stars development, and importantly, the Question Marks combination development for possibilities of becoming future Stars, through analysis of BCG Matrix; also refers that this industry has more development space, though now with slowly speed as spiral development, strength on technology but weak on marketing, through SWOT analysis. Therefore, this thesis also put forward some solutions to ensure the effective competition, involving the ST (take advantage to avoid threats) development strategies under current situation to improve the market shares, with proper and timely expansion, merger and acquisition and recombination strategy, backward and horizontal integration strategy; involving the WT (reduce shortage to avoid threats) development strategies in future; involving the diverse propose of changing the global business distribution based on regions to paralleled development of different ones in the same region; involving the inner management level recombination plan; involving the measures of strengthening inner management, reasonable resources allocation and others to enhance the enterprise place.
查看全文：	预览  下载(下载需要进行登录)