深圳福田燃机电厂的竞争战略探讨研究-research on competitive strategy of shenzhen futian gas and electric power plant.docxVIP

上海交通大学硕士论文深圳福田燃机电厂竞争战略探讨 PAGE 4 上海交通大学硕士论文 深圳福田燃机电厂竞争战略探讨 PAGE 4 4保密文件 4 保密文件 不得复制 深圳福田燃机电厂的竞争战略探讨 摘要 深圳福田燃机电厂是一家利用燃气轮机发电的企业 拥有两套燃气轮机 蒸 汽轮机发电机组 公司组建于 1990 年 12 月 是深圳市最早建立的燃气轮机调峰 电厂之一 随着电力体制的逐步改革 电力即将竞价上网 它所面临的市场竞争 压力将越来越大 为适应环境的变化 确定正确的竞争战略将直接关系到企业的 命运和发展 本文介绍了福田燃机电厂的现状 较为全面地分析了电力行业的特点 五种 竞争力量的强弱对企业的影响 以及主要竞争对手的特点 详述了公司如何从实 际出发 确定了企业的市场位置 制定了总成本领先的竞争战略 明确了现阶段 的目标是 以大代小 燃油改燃气 ,同时 提出了福田燃机电厂的发展战略是进 入热 电 冷三联供市场 将近三年的 MBA 课程的学习和实践 收获不少 利用所学的理论知识 结合 自己在福田电厂工作的实践经验 经过长时间的思考和分析 最后完成了本案例 的研究 希望本文不仅对福田燃机电厂的经营发展有所启发 而且对其他电厂实 现企业目标也有所借鉴 关键词 燃气轮机 竞争战略 总成本领先 热电联供 5保密文件 5 保密文件 不得复制 THE COMPETITIVE STRATEGY RESEARCH OF SHENZHEN FUTIAN TURBINE POWER S TATION ABSTRACT SHENZHEN FUTIAN turbine power station specializes in power supply. There are two series turbine-stream engines in the company. Built in December 1990, Futian power station is one of the early turbine power station in Shenzhen special region. With the reform of electric power market and supply electricity power with competitive price, the company have met more intensive market competition. How to select a correct competitive strategy will determine the future of the company. This article introduced the existing situation of Futian power station and provided an overall analysis on the outer environment which the company would face. The article also described the company s advantages and disadvantages, opportunities and threatens. Then the article further explained on how to set up Its corporation vision , strategy mission ,so as to shape its company competitive strategy overall cost leadership. And described the practical tactics as that substituting the big for the small, gas for oil . Explicated the company s present competitive position was to pursue the market leader. The development strategy was to enter heat-electricity-cold supply market. It is beneficial a lot by nearly three years study of the MBA course and its practice. Integrated the theory of m