晶鴻公司太陽能電池產品戰略研究

Abstract

隨著世界經濟的發展及能源需求量的增加，世界能源問題日趨嚴重，太陽能作為一種清潔能源，無疑是具有經濟競爭力的能源。中國高度重視太陽能發展，並將太陽能發電列入可再生能源重點發展領域，大力發展太陽能等新能源將是今後一段時間內中國能源政策的重點。 太陽能行業在迎來重大發展機遇的同時，也因為行業的日趨成熟，競爭日益激烈。晶鴻公司作為一家從事太陽能光電產品開發、生產和銷售的新能源企業，如何利用自身優勢，把握機遇，制定合適的產品戰略，以彌補國內市場需求缺口，進一步鞏固公司在市場中的優勢地位，發揮規模經濟優勢，具有重要意義。 本文運用戰略管理的理論和方法，研究了晶鴻公司年產200MW太陽能電池產品戰略。研究過程中，主要採用PEST分析法、五力模型分析法得出外部環境給企業帶來的機遇與威脅，通過對公司內部條件的分析得出公司所擁有的資源與所具備的能力，進一步得出公司的優勢和劣勢。在上述內外部環境分析的基礎上，從戰略願景和目標、戰略思路、目標市場選擇、產品定位、競爭策略和產品開發策略這幾個方面制定公司太陽能電池產品戰略。最後從太陽能電池產品建設方案、人力資源配備方案和財務方案這三個方面制定晶鴻公司太陽能電池產品戰略實施方案。

Along with global economic development and the consequent solar in energy demand, the world energy problem has become an increasingly serious problem. As a source of clean energy, solar energy is undoubtedly the most competitive substitute, signaling the future development direction of electricity. China places great emphasis on solar energy development, and the development of solar energy and other new types of energy will become the focal point of Chinese energy policy. While the solar energy industry is ushering in a major development opportunity, with the increasing maturing of the industry, competition is becoming fiercer and fiercer. As a professional solar energy product supplier, it is of vital importance for Jinghong Company to make use of its own strengths, grasp the opportunity, and formulate appropriate product strategy so as to fill the demand gap in the domestic market, and further strengthen its dominant position in the market. This paper applies theory and methodologies in the field of strategy management to study the product strategy of Solar Battery Component of Jonghong Company. The research methodologies applied to the thesis include PEST analysis and Porter’s five forces analysis, aiming to find out opportunities and threats from external environment. By analyzing internal environment of the company, current resource and capability, and advantages and disadvantages of the company are found. Based on the above internal and external environment analysis, this paper formulates the solar battery product strategy based on strategic and vision and goal, strategic thinking, target market choice, product positioning, competitive strategy and product development strategy. At the end of the paper, this paper formulates the solar battery product strategy implementation plan in terms of the solar battery product construction plan, human resource plan and financial plan.