工商管理学院知识库

摘 要

随着社会经济水平的不断提升，社会对于企业发展需求内容也在逐渐增多，企业竞争力的发展逐渐成为发展的重点，也是保障企业可持续发展的重要保障和关键性内容。在新能源发电行业，企业已经走到了一个发展的十字路口：一方面要接受国家风电电价去补贴、平价上网、深化电力体制改革、进一步推进售电侧改革、环保及征地政策收紧、陆上风能资源短缺、建设难度加大、发电设备老化、运维成本加大等政策和市场环境的严峻考验；另一方面又有随着技术的不断成熟，发电设备制造成本降低，在政府“碳达峰”、“碳中和”的引领下，新能源又迎来一个新的“风口”等利好消息。中广核新能源山西分公司作为新能源电力行业中的一员，面对机遇与挑战并存的生存环境，只有深刻剖析、认识到自身竞争力的弱化和缺失，不断改进、提升才能可持续地良好发展。

本文利用文献分析法对国内外竞争力研究现状进行分析、研究，确定了适合该公司的竞争力研究理论、方向及重点。利用调查分析法详细调查分析了山西区域内各新能源发电企业、整机厂商、售电公司的运营现状、发展方向及竞争力方面的优势并采用比较分析法比较区域内相关企业与中广核新能源山西分公司相比的优势。通过PEST、波特五力等分析模型，分析得出该公司在竞争力方面的问题：企业文化内化不足且缺少重要文化因子；信息化数据应用不够深化；运维能力缺乏体系化建设；电力营销策略过于保守；战略管理能力薄弱等。文章结合公司内外部环境分析，提出了竞争力提升的措施建议：增加重要文化因子、内化企业文化；加快大数据分析团队建设及信息化深化应用；提升电力营销能力；提升战略管理能力等。

Abstract

With the continuous improvement of the social economic level, the content of the social demand for the development of enterprises is gradually increasing, and the development of the competitiveness of enterprises has gradually become the focus of development, it is also an important guarantee and key content to ensure the sustainable development of enterprises. In the new energy power generation industry, enterprises have come to a crossroads in their development: On the one hand, they have to accept the severe test of policies and market environment, such as national wind power price subsidies, parity access to the power grid, deepening the reform of the power system, further pushing forward the reform of the power sales side, tightening the policy of environmental protection and land requisition, shortage of onshore wind energy resources, increasing construction difficulties, aging power generation equipment, and increasing operation and maintenance costs; On the other hand, as the technology continues to mature, power generation equipment manufacturing costs reduced, in the government "carbon peak" , "carbon-neutral" under the leadership of new energy and usher in a new "Tuyere" and other good news. As a member of the new energy and power industry, China Guangdong Nuclear New Energy Shanxi Branch faces both opportunities and challenges in its existing environment, continuous improvement, promotion can be sustainable good development. This article uses the literature analysis method to carry on the analysis to the domestic and foreign competitiveness research present situation, has determined the suitable company's competitiveness research theory, the direction and the focal point. By using the method of Investigation and analysis, this paper makes a detailed investigation and analysis on the operational status, development direction and competitive advantages of the new energy power generation enterprises, the whole machine manufacturers and the power selling companies in Shanxi region, and compares the advantages of the relevant enterprises in the region with that of the Shanxi branch of CNNC new energy with the method of comparative analysis. By means of PEST and Porter's five-force analysis model, the problems of the company's competitiveness are as follows: insufficient internalization of corporate culture and lack of important cultural factors; The power marketing strategy is too conservative and the strategic management ability is weak. Based on the analysis of the internal and external environment of the company, this paper puts forward some suggestions for improving the competitiveness: increasing the important cultural factors, internalizing the corporate culture, speeding up the construction of big data analysis team and deepening the application of information technology, improving the power marketing ability; Enhance the ability of strategic management.