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论文编号：	5843
作者编号：	2120112757
上传时间：	2013/12/5 12:26:50
中文题目：	GMS公司中国市场的竞争战略研究
英文题目：	Research on Competitive Strategy of GMS Chinese Market
指导老师：	张耀伟
中文关键字：	竞争战略;风力发电;战略管理
英文关键字：	Competitive Strategy;Wind Power;Strategy Management
中文摘要：	随着传统化石能源的不断紧缺，可再生能源特别是风能的开发和利用越来越受到各国的重视。进入21世纪后，我国的风力发电行业发展迅速，很快就成为了世界风能市场的中心，自2007年后连续多年蝉联世界年度新增装机容量第一名。但是在国际金融危机引发全球经济衰退和行业产能极度过剩的背景下，我国风电产业在2011年后遭遇了重创，实现了从卖方市场到买方市场的过渡。作为风电行业的领导者，GMS公司也不得不重新审视和面对自己在新格局中的位置。本文通过对GMS公司中国市场的竞争战略研究，期待能为提高公司的产品竞争力和持续健康发展提供一些探索和帮助。本文首先回顾了与竞争战略相关的理论基础，包括三大基本战略和内外部环境分析。其次介绍了GMS公司的基本情况，并通过一系列分析工具，例如宏观环境分析PEST、产业环境分析五力模型和内部环境价值链，总结和归纳出了GMS公司所面对的机遇和威胁以及自身所存在的优势和劣势。接下来，基于GMS自身的技术和品牌优势以及市场的需求预测，提出适合GMS公司中国市场的竞争战略的三大方向。产品集中化，聚焦在高海拔、沿海台风型和海上风机上，避开竞争残酷的常规市场；服务差异化，把维护服务产品化，但并不局限在GMS风机，而是面向所有竞争对手的风机维护业务；强化的后向一体化，拓展GMS能源公司的业务模式，提升业务量的同时分摊资金需求，进一步促进风机的销售。最后，针对GMS公司的薄弱点，从战略的实施角度，提出保障的措施：市场推广改进、人力资源管理优化和建立本土研发中心。
英文摘要：	Renewable energy, especially the development and utilization of wind energy becomes more and more important to the countries, along with the shortage of traditional fossil energy. Wind industry in China had been growing in a very fast way since 21st century, and it turns to be the centre of global wind market. China kept annual wind turbine new installation champion for years after 2007. But domestic wind industry had been suffering strong impact since 2011, under economic decline due to international finance crisis and severe over-capacity. Chinese wind industry transformed from seller’s market to buyer’s market rapidly. As one of the leader in wind business, GMS has to review and confront its position in the new situation. Through the research of GMS competitive strategy of Chinese market, it is expected to provide some valuable explorations and help to improve competitiveness of GMS product and sustained healthy development. Firstly, this paper reviews relative basic theories of competitive strategy, including three generic strategies and environment analysis. Secondly, it introduces basic situation of GMS and summarizes the opportunities, threats, strength and weakness, through a series analysis tools like PEST, Five-Force model and Value Chain. Next, 3 main directions of competitive strategy to Chinese market were proposed, based on analysis of GMS technical advantage, brand influence and market forecast. Focalization of product, concentrates on high altitude, coast and offshore area, to avoid grim competition in regular market. Differentiation of service means change after-sales maintenance to a product, offer maintenance service to all competitors’ product not only GMS owns. Enhanced backward integration, improve and modify the business mode of GMS Energy Company in order to promote sales volume and optimize financial cost. Finally, this paper presents 3 main actions to guaranty the strategy implementation like marketing system improving, HR management optimization and establishing domestic R&D center.
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