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论文编号：	7569
作者编号：	2120132446
上传时间：	2015/6/15 17:07:01
中文题目：	天合光能公司竞争战略研究
英文题目：	A Research on Competitive Strategy of Trina Solar
指导老师：	胡望斌
中文关键字：	太阳能；光伏；天合光能；竞争；战略
英文关键字：	Solar ; Photovoltaic；Trina Solar；Competition；Strategy
中文摘要：	天合光能有限公司，成立于1997年，是一家专业生产太阳能光伏硅片、电池和组件的民营制造商。天合光能作为世界前十位的光伏企业，有着自身的竞争优势，面对内部和外部因素的影响，其以可持续性、绿色、低碳应对威胁和挑战，并将其作为企业自身的发展目标。 2012-2013年，从最初的美国挑起“双反”，到后来的欧洲加入贸易战阵营；从大批中小企业的倒闭，到重量级企业尚德的破产；从外部看贸易壁垒围堵，出口不确定性增加；从内部看产能过剩，产品价格下滑严重，企业成本与售价倒挂，几乎全产业亏损。在这样严峻的行业环境压力下，天合光能公司面临着巨大的机遇与挑战。本文首先介绍了研究背景、研究目的、研究框架，并对竞争战略理论文献进行回顾，然后对天合光能公司外部环境进行分析，包括运用PEST分析方法对宏观环境进行分析，对光伏产业行业环境及竞争群组进行分析。其次，对天合光能公司内部环境进行分析，介绍了公司的发展历程及现状、与行业内其他公司财务指标对比进行分析、并根据SWOT分析制定天合光能公司的战略组合。最后，根据战略组合提出天合光能公司的竞争战略，按照产品分类制定出不同的竞争战略：以单多晶硅为原材料的传统工艺产品采用低成本战略、对新工艺产品高效太阳能电池的研发采用差异化战略，并提出对太阳能技术应用领域进行拓展。本文针对上述各项战略制定了一系列的实施方案。本文以天合光能公司竞争战略为主要研究内容，对逆境中的中国光伏企业如何认识企业战略、如何实施，并制定自身企业的相应战略等方面提供了有益的借鉴及参考。本文的研究注重实践与理论相结合,对天合光能的企业战略、战略实施等方面进行研究、总结。
英文摘要：	Trina solar co., LTD., founded in 1997, is a professional company specializing in the production of photovoltaic solar wafers, cells, modules, and solar farm. Trina solar which is one of the world's top ten has a competitive advantage, but facing the internal and external factors which are being threaten and challenged the sustainability of its strategy: green, low carbon development objectives. 2012-2013 US initially provoked "double anti" to China solar industry, and later Europe joined with the trade war camp. The bankruptcy is from a large number of small and medium enterprises to Suntech which is used to be NO.1 in China. The increasing uncertainty of export is due to both internally overcapacity and the outside containment barriers of the trade. Product prices decline is serious, the enterprise cost and price is upside down, there is no profit for China Solar enterprises. Under such severe industry environment, Trina solar faces enormous challenges and opportunities. This thesis first introduces the research background, research purpose, research framework, and the review of the literature of competitive strategy theory, and then analyzes the Trina solar company external environment, including the using of PEST analysis method to analyze macro environment, analyze the photovoltaic industry competition environment and industry groups. Secondly, this thesis analyzes the Trina solar company internal environment, introduces the development course, the present situation, and financial index (including other companies data) based on the SWOT analysis and strategies of Trina solar company. Finally, according to the strategy combination of Trina solar, the competitive strategy of Trina solar is put forward according to product categories: mono, polycrystalline silicon traditional solar cell product goes with low cost strategy. High efficient solar cells and other applications go with the differentiation strategy, and put forward to expand solar technology applications. Based on the above-mentioned strategies, this thesis formulated a series of implementation plan. The Trina solar company competitive strategy is the main research contents of this thesis. Also this thesis provides China photovoltaic enterprises in adversity how to realize and implement the enterprise strategy. It’s beneficial for China enterprise to formulate corresponding strategies. Research of this thesis pays attention to both practice and theory, the combination and implementation of Trina solar enterprise strategy are studied and summarized.
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