MBA教育中心知识库

    随着清洁能源的大范围应用，风力发电已经成为新的电力获得形式,受到了各方面人士越来越广泛的关注。而作为风电设备制造企业，在经历近二十年的行业高速增长后，在经济新常态和行业竞争加剧的冲击下，面对企业内外环境的改变，有必要重新对自身的发展战略进行审视和规划。

    本文以国内风机制造业排名前列的新疆金风科技股份有限公司作为研究对象，在梳理大量国内外相关文献的基础上，首先，运用PEST分析法、五力模型等，对金风科技公司所处的宏观环境及行业环境进行分析，以得出公司在外部环境中所面临的机遇与威胁；其次，在对公司进行简要介绍的基础上，详细分析了公司的资源、能力、核心能力等内部环境，经与主要竞争对手对比，得出公司的优势与劣势；第三，依据金风科技公司的优势、劣势、机会和威胁，结合企业愿景和使命，运用STP分析法进行市场定位，确定企业的战略目标；第四，利用SWOT分析法，研究确定了该企业综合策略，在经过充分考量其资源和战略目标之后，做出了合适的战略选择；第五，将选择出的战略与公司原有战略进行对比分析，给出金风科技公司目前的战略需要改进的方面；最后，给出改进战略顺利实施的保障措施。

    希望通过本文的研究，使金风科技公司的总体战略更符合当前的实际环境，有利于长远目标的实现，同时也期望能对其他类似企业的战略优化提供参考。

        With the large-scale application of clean energy, wind power generation has become a new form of power acquisition and has attracted more and more attention from all walks of life. As a wind power equipment manufacturer, after nearly two decades of rapid industry growth, under the impact of the new economic normal and intensified industry competition, facing changes in the internal and external environments of the company, it is necessary to re-examine and review its own development strategy. planning.

        This paper takes Xinjiang Goldwind Technology Co., Ltd. , which ranks among the top in the domestic wind turbine manufacturing industry, as the research object. On the basis of combing a large number of relevant domestic and foreign documents, firstly, using PEST analysis method and five forces Models, etc., analyze the macro environment and industry environment where Goldwind Technology is located, in order to get the opportunities and threats the company faces in the external environment; secondly, based on a brief introduction to the company, a detailed analysis of the company The internal situation of the company’s resources, capabilities, core competencies and other internal environment,compared with the main competitors, the company’s strengths and weaknesses are obtained；third, based on the strengths, weaknesses, opportunities and threats of Goldwind, combined with the corporate vision and mission, STP analysis method is used to carry out market positioning and determine the strategic objectives of the enterprise；fourth, Through the use of SWOT analysis, this paper studies and determines the comprehensive strategy of the enterprise, and makes the appropriate strategic choice after fully considering its resources and strategic objectives；fifth, compare the selected strategy with the company's original strategy, and give out the aspects of Goldwind's current strategy that need improvement；finally, the guarantee measures for the smooth implementation of the improvement strategy are given.

        It is hoped that through the research in this article, the overall strategy of Goldwind will be more in line with the current actual environment and conducive to the realization of long-term goals. At the same time, it is also hoped that it can provide reference for the optimization of other similar companies' strategies.