中国华能集团公司战略研究供参习.doc

摘 要 企业战略是企业以未来为基点，为寻求和维持持久竞争优势而做出的有关全局的筹划和谋略。中国华能集团公司作为电力体制改革后的五大发电集团公司之一，在当前电力市场快速增长和竞争激烈的环境中，要想继续保持行业领导者地位，同时成功开拓新的业务，找到新的利润增长点，必须进行战略研究，制定发展战略。 论文首先对华能集团公司进行了战略分析；笔者运用“五力模型”分析了华能集团公司面临的竞争环境，建立了电力行业的“五力”示意图找出了现阶段集团公司竞争环境中起关键作用的两种力量；运用“SWOT”分析评估了华能集团公司的战略地位，确定了华能集团公司的优势、劣势、机会和威胁。 然后，对华能集团公司进行战略制定与选择；利用“SWOT 配比分析”方法进行战略制定，找出相应可选择战略方向，再结合我国能源资源的分布，制定了华能集团公司的电力产业发展战略规划。 关键词 ：华能集团；战略管理 ABSTRACT A company’s strategy consists of a set of competitive moves and business approaches that management is employing to run the company. A state-authorized investment entity and a state-holding corporation, China Huaneng Group (CHNG) is a major state-owned enterprise approved by the State Council, whose business scope of CHNG mainly covers the following areas: energy-related investment, construction,operation and management. Since the establishment of CHNG in 1985 and up to 2013, CHNG has made remarkable contributions to the national economy and to the reform and development of the electric power industry in China. Today, energy market in China is huge and rivalry among competing energy enterprises is intensified. Now high-raking managers of CHNG are considering how to maintain company’s competitive advantage as an industrial leader and how to locate new profit-making points.For achieving CHNG’s objectives, it is of paramount importance for CHNG to craft a corporate strategy and the author puts forward the following steps. Firstly, making an industry and competitive situation analysis of CHNG by using a key analytical tool (Porter’s Five Forces Model) to identify main sources of competitive forces and strengths of these forces. Opportunities and Threats, the SWOT Analysis is a useful tool to evaluate company resources and competitive capabilities. Secondly, the author formulates CHNG’s corporate strategy of power generation and development by using such tools as SWOT Comparison method and GE’s nine-cell matrix. Key Words: Power supply Huaneng Group Development st