景德镇发电有限公司发展战略研究.pdfVIP

要 景德镇发电有限公司原作为江西的主力火电发电厂，曾为江西省的发展做出 了卓越的贡献。但近年来，由于煤价上涨等各方面原因，造成亏损严重，经营困 难，而且该公司已是建厂30 多年的老厂，机组单机容量小、能耗高，大多数机组 都将面临被淘汰的命运，生存问题成为其急需解决的头等大事。然而到目前为止， 该公司对长远的发展缺乏足够的研究，没有根据自身的实际情况制定发展战略和 明确的、可行的、操作性强的发展目标，基于上述原因，公司急需制定发展战略， 指导其今后的经营与发展。 本文运用战略管理的基础理论知识，结合电力行业发展的实际情况，以笔者 的自身工作经验和实际观察研究，通过对景德镇发电有限公司制定发展战略的意 义、公司外部战略环境、公司 部条件、SPACE 矩阵分析、SWOT 战略选择分析以 及QSPM 矩阵分析，指出了景德镇发电有限公司的发展战略目标和指导思想，并围 绕发展战略目标提出了具体的实施措施，为了能有效实施发展战略，最后明确了 战略实施的具体战略措施和战略实施控制与评估。对景德镇发电有限公司发展战 略进行研究，其目的就 要为景德镇发电有限公司发展探索出一条既适合市场竞 争要求又满足其自身资源合理配置需要的发展之路。 关键词：发展战略，SPACE 矩阵分析，SWOT 战略选择分析，QSPM 矩阵分析， 1 Abstract A company s strategy consists of a set of competitive moves and business approaches that management is employed to run the company. JingdeZhen Power Generation Enterprise is a state-authorized investment entity and a state-holding corporation, mainly covers the following areas that are energy-related investment, construction, operation and management. Today, energy market in China is huge and rivalry among competing energy enterprises is intensified. Now high-raking managers of JingdeZhen Power Generation Enterprise are considering how to maintain company s competitive advantage as an industrial leader and how to locate new profit-making points. For achieving JingdeZhen Power Generation Enterprise obj ectives, it is of paramount importance for JingdeZhen Power Generation Enterprise to craft a corporate strategy and the author puts forward the following steps. Firstly, making an industry and competitive situation analysis of JingdeZhen Power Generation Enterprise by using a key analytical tool (Porter s Five Forces Model) to identify main sources of competitive forces and strengths of these forces. Representing the fi