摘 要
青岛特锐德电气股份有限公司是一家中德合资的创业板上市公司，股票代码 300001，专
业生产箱式变电站，目前年销售收入 9 亿元，产品在高铁市场占有率高于 80%，同时在煤炭、
石油和电力市场都有不错的业绩，是中国最大的箱变生产研发基地。2011 年铁道部放慢了高
铁建设的步伐，对青岛特锐德电气股份有限公司有一定的影响，但是青岛特锐德电气股份有
限公司开发煤炭市场，依次在内蒙古、山西、宁夏等煤炭开采大省有较好的业绩，2009 年青
岛特锐德电气股份有限公司进入新疆市场，正值新疆煤电煤化工大发展，面对良好的宏观环
境、产业环境以及市场环境，也暴露出企业在新疆市场进一步发展时所面临的产品结构不合
理、市场开发不充分等缺陷。与 2009 年进入新疆相比，企业内部环境和外部环境已经发生了
很大的变化，企业面临着新的机遇和挑战。

本文以青岛特锐德电气股份有限公司在新疆市场的发展战略为研究对象，采用 PEST 分析
法进行了外部环境分析，采用 SWOT 分析法深入研究青岛特锐德电气股份有限公司内部因素，
采用 BCG 矩阵分析了公司产品在新疆的竞争态势，同时通过平时工作中的市场调研，重点对
五彩湾地区煤电煤化工的项目进展情况以及投资规模进行了细致的调研，为制定战略提供了
真实的数据支持。通过研究，得出企业需要实施差异化战略的结论，如果有条件，建议企业
实施本土化战略，以降低成本，增强企业的竞争力。同时，对青岛特锐德电气股份有限公司
在新疆市场的发展战略研究，也可以为相关企业，特别是以新疆煤电煤化工投资企业为目标
客户的配套企业提供参考，具有一定的借鉴意义。

关键词：特锐德；新疆；发展战略
Abstract
TGOOD is a Sino-German joint venture board of listed companies, stock code is 300001.The
company is specializing in production of box-type substation. Incomes of the company is about 900
million RMB annually. The company shares more than 80% market in high-speed railway, at the
same time, the company plays an important role in coal industry ,oil industry and power market.
The company is the largest production base for R & D of box substation in China. Although
TGOOD was affected by decreasing construction of high-speed railway in 2011, it has Played an
important role in on coal market in Inner Mongolia, Shanxi, Ningxia and other provinces. Some
disadvantages were exposed when TGOOD entered the Xinjiang market in 2009, such as
unreasonable structure of products, underdeveloped market. Since 2009,internal and external
environment of the company has changed a lot. The company is facing new opportunities and
challenges.
Study the strategy of TGOOD in Xinjiang market by PEST analysis,SWOT analysis and BCG
analysis, this thesis analyzes external and internal factors of TGOOD, reveals the business
opportunities and potential risks. The thesis provides real data support for the formulation of
strategy. Result shows that the enterprises need to implement differentiation strategy .The author
suggests that the company should implements localization strategy to reduce the cost and enhance
the competitiveness. this paper also provides some useful references to those enterprises in coal
chemical market in Xinjiang.
Key words: TGOOD,Xinjiang,development strategy.