摘要
风电是重要的可再生新能源。风电产业是高端装备制造业和新能源产业的融
合体，历来受到各级政府的高度重视和支持。中国风机制造企业在经历十余年的
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。本研究拟以国内风机制造
业排名前列的湘电风能有限公司作为研究对象，旨在为新时期湘电风能有限公司
（简称湘电风能）发展战略的制定与实施提供参考和建议。
本研究主要是结合相关的企业战略管理理论和对风电行业数据和信息的搜
集整理以及分析，遵循企业发展战略制定的三个基本阶段环境分析、战略制定与
执行进行展开。本文首先对企业战略管理理论的相关流派进行了分析和比较，为
接下来企业战略的选择和优化提供理论支持。然后通过资料搜集和分析，对本研
究对象湘电风能的内部发展条件进行了阐述和分析，接着对国内外风电市场的发
展现状进行了分析。然后采取了 SWOT 分析法对湘电风能的发展优势、劣势、
机遇和挑战进行了分析。发现湘电风能的发展优势在电机制造、产品选型和产业
先发。其发展劣势包括：地理位置限制、市场规模较小、管理体制保守和技术力
量薄弱。其发展机遇包括稳定的政策支持、风电企业兼并重组、后续维护市场扩
大。面临的发展威胁包括产品质量隐患、风电并网难题、企业扩张合并的风险和
经济新常态的挑战。
在对湘电风能 SWOT 分析的基础上，结合对湘电风现有发展战略的研究和
分析，本文从三个方面对湘电风能的发展战略进行了优化，包括：产品差异化战
略、产品安全化战略和纵向一体化战略。针对新时期风电行业内外环境快速变化
的现实，本研究提出湘电风能的未来发展定位和战略目标是打造国际有影响和国
内一流的风电制造企业，发展原则是稳步推进、创新推动和重点突破，并阐述了
湘电风能的发展途径、行动工程以及战略实施保障。本研究对湘潭市风电产业的
支柱企业湘电风能的总体发展目标制定和战略实施具有重要的意义，也为经济新
常态下区域经济的长远发展规划提供了意见和参考。
关键词：战略管理；风电；设备制造业；SWOT 分析II
Abstract
Wind power is one of the most important resources of renewable energy.
Considered as the combination of high-end equipment manufacturing industry and
new energy industry, wind power industry is highly concerned and vigorously
supported by governments. After a period of quite rapid growth, due to the “New
Normal” of the world economy and sharpening of business competition, wind power
industry have entered a new stage of development. As the top 5 among wind turbines
manufacturing industry, it is important for Xiangtan Electric Manufacturing Group
(XEMC) wind power Co. Ltd to restudy and redesign its development strategy. To
give reference and advice to the enacting and implementation of development strategy
of XEMC wind power Co. Ltd.
In this research, after collecting and analyzing the abundant amounts of
information about wind power industry, we launch further research following
three basic stages of enterprise development strategy, i.e., environmental
analysis, strategy formulation and strategy implementation. Comparison and analysis
of the various strategic theories are the first step, which is the theoretical
foundation of the selection of develop strategies. Then a briefly introduction of
XEMC wind power Co. Ltd was made at first. The development status of wind power
market at home and abroad was analyzed. Then, development strength (S), weakness
(W), opportunity (O) and threat (T) of XEMC wind power Co. Ltd were analyzed by
the SWOT method. Comparing with its competitors, the development strength of
XEMC wind power Co. Ltd is highly specialized motor manufacturing, the obviously
technological advantages of major product 2 MW direct drive permanent magnet
wind generator, , first-mover advantage of XEMC wind power Co. Ltd as the pioneer
of China wind turbines manufacturing industry. However, the further development of
XEMC wind power Co.Ltd was constrained by its undesired location, relative small
market scale, conservative management system and re-enforcements needed technical
force. Still, XEMC wind power Co.Ltd has some further development opportunities,
including the stable policy support, mergers and reorganization of wind power
industry and enlarged operational maintenance services market. But, it has to face the
threat of probable quality defect, grid interconnection problems of wind farms,
mergers and reorganization of enterprise and the “New Normal” of the worldIII
economy.
Basing on the SWOT analysis and the analysis of the current development
strategy of of XEMC wind power Co.Ltd, the original overall development strategy
was improved in three aspects: product differentiation strategy, product differentiation
strategy and vertical integration strategy. Then, the development strategy framework
and guiding ideology were put forward. The strategic positioning and development
goals of XEMC wind power Co.Ltd were becoming a domestic first-class level
company with international influence. In this process, the principles were steady
promotion, innovation drive and priorities breakthrough. The key points of this
strategy were research on key products and technologies. Also, the development
approach of XEMC wind power Co.Ltd was outlined as well as the action and plan on
the market, talents and platforms construction. Finally, the overall development
strategy framework and strategic guarantees were given. Our study was of great
significance for the company’s general goals design and strategy implementation. As
XEMC wind power Co.Ltd is the most important company of wind power industry of
Xiangtan, this study can also give advice and reference to the further economy
development of this city.
Key words: Strategic management; wind power; equipment manufacturing industry;
SWOT AnalysisIV
目 录
第 1 章 导论.........................................................1
1.1 研究背景与意义 ..............................................1
1.1.1 研究背景...............................................1
1.1.2 研究意义...............................................1
1.2 国内外研究动态 ..............................................2
1.2.1 国外研究动态...........................................2
1.2.2 国内研究动态...........................................5
1.3 本文的研究思路及方法 ........................................6
1.4 本文的内容结构安排 ..........................................6
1.5 本研究创新与不足 ............................................7
第 2 章 企业战略理论分析............................................8
2.1 企业战略的内涵、分类与选择...................................8
2.1.1 企业战略的定义.........................................8
2.1.2 企业战略的分类.........................................8
2.1.3 企业战略的选择.........................................9
2.2 企业战略理论 ................................................9
2.3 竞争战略理论................................................10
2.4 企业资源和能力理论..........................................11
2.4.1 资源为基础的理论......................................11
2.4.2 核心能力理论..........................................12
2.4.3 动态能力理论..........................................12
2.4.4 企业联盟理论..........................................13
2.5 价值创新理论 ...............................................13
第 3 章 湘电风能公司的发展战略分析.................................15
3.1 湘电风能内部发展条件分析 ...................................15
3.2 外部风电市场分析 ...........................................16
3.2.1 国际风电市场分析......................................16
3.2.2 国内风电市场分析......................................17
3.3 湘电风能发展战略的 SWOT 分析 ................................23
3.3.1 湘电风能的发展优势....................................23
3.3.2 湘电风能的发展劣势....................................24
3.3.3 湘电风能的发展机遇 ....................................27V
3.3.4 湘电风能的发展威胁 ....................................29
3.3.5 湘电风能的 SWOT 分析表 .................................31
3.4 湘电风能的原有发展战略评估..................................31
3.5 新时期湘电风能的发展战略优化................................32
第 4 章 湘电风能公司发展战略框架...................................34
4.1 湘电风能的指导思想、发展定位与战略目标......................34
4.1.1 指导思想..............................................34
4.1.2 发展定位与战略调整....................................34
4.1.3 战略目标..............................................34
4.2 湘电风能的发展原则与战略重点.....................