摘要
当今世界面临传统常规能源危机和地球生存环境恶化的压力下,风能的利
用因其有取之不尽、用之不竭、洁净无污染的优势成为除水能外技术最成熟和
最具规模开发的能源。全球主流风电设备制造企业已经将风电设备的产业技术
升级从千瓦级提升到低兆瓦级和多兆瓦级。产业技术升级带来了产品更迭和产
业竞争态势的更迭,这是风电产业全球化过程中的首次产业升级挑战和重新洗
牌的机会,风电设备制造企业都在重新规划业务竞争战略。A企业是风力发电
设备供应商的全球主流制造者之一,同样面临产业升级和千瓦级风力发电产品
业务重新制定竞争战略的问题。

根据研究课题,参阅产业相关资料并结合工商管理所学习知识进行研究。

全文通过对风电产业的背景分析、风电发电市场环境分析和A企业千瓦级风力
发电产品业务的现状进行宏观环境分析和SWOT分析推演出A企业千瓦级风力发
电产品业务差异化竞争战略,进而研究其具体的实施,按照六个篇章结构来探
讨A企业千瓦级风力发电产品业务竞争战略。第一章:绪论;第二章:风力发
电市场环境分析;第三章:A企业外部环境分析;第四章:A企业千瓦级业务内
部环境分析;第五章:A企业千瓦级业务SWOT分析和战略选择;第六章:A企
业千瓦级产品业务差异化战略实施。

关键词:风力发电,千瓦级风力发电产品,竞争战略
Abstract
The current world is facing the pressure of conventional energy crisis and the
deterioration of the Earth's living environment. Because of its inexhaustible and
clean pollution-free advantage, wind energy becomes the most mature technology
and the largest development energy in addition to hydropower. The global
mainstream wind power equipment manufacturers have been upgraded the industrial
technology from the KW-cIass to the low MW and multi-MW level. The upgrading
of industrial technology brings the changes of the product and industrial competition,
this is the first industrial upgrading in the wind power industry in the process of
globalization,it also is the biggest challenge and the opportunity for future, so all
wind power equipment manufacturing enterprises are re-planning business
competitive strategy. A company is one of the mainstream global manufacturer of
wind power equipment suppliers, also is facing the same problem.
According to the industry related information and MBA learning, develop the
research topic. Base on the background of the wind power industry, wind power
generation market environment, the macro-environment of KW wind power products
business of A company, deploy SWOT analysis to deduce the differentiated
competitive business strategy of KW wind power products of A company, and thus
study its specific implementation, in accordance with the structure of the six chapters.
Chapter 1: Introduction; Chapter II: Analysis for wind power market; Chapter III:
Analysis for the external environment of A company; Chapter IV: Analysis for
KW-class business internal environment of A company; Chapter V: SWOT analysis
and strategic choice for KW-class business of A company; Chapter VI: The
differentiated business strategy implementation of the KW products of A company.
Key words: Wind Power, KW wind power product, Competitive strategy