摘要
世界光伏产业自从20世纪90年代后半期加快了发展的步伐。作为低碳经济”
的最直接体现,发展太阳能光伏产业被作为新能源经济而广受关注。太阳能光伏
发电生产期间投入的1度电在其整个生命周期内可收回30-50度电(根据不同的
地区,发电量有一定的差别),是投入回报较高的一种发电方式。1997—2002年,
太阳能电池产量年均增长33. 1%; 2003—2007年,年平均增长49. 5%; 2008-2012
年,年平均增长超过40%
近几年光伏产业经历了缓慢-快速-爆炸式的发展过程,产业规模不断扩大,
无论在产品制造、设备、核心技术,还是在市场开发、安装与服务等方面,都具
有了部分自主知识产权,有的己经具备了国际领先水平,目前我国光伏产业已经
在国际市场上占有举足轻重的地位。截至2011年,全球光伏光伏产量前10强中
我国占了 6家,2012年我国的光伏产量和份额进一步扩大。此外,随着国际化步
伐的加快,国内领先的企业如无锡尚德、江苏阿特斯等陆续开始在美国、加拿大
等地建立工厂,他们提供的质优价廉的光伏产品为全球光伏产业的快速发展起到
了重大的作用
我国地域辽阔,光伏发电市场潜力巨大。但我们目前的发展水平与欧、美、
円等国家和地区还有较大差距。2010年前国内光伏市场基本处于起步阶段,国内
没有统一的光伏发电政策,特许权招标由于价格过低,光伏企业缺乏兴趣,企业
的主要业务来源于金太阳项目和偏远地区的离网系统。受欧洲国家和地区下调上
网电价补贴及全球光伏产业整体过剩影响,2011年我国推动了上网电价政策,当
年光伏总装机容量达到2. MW,2012年进一步扩大到了 4GW左右,我国已经成为
世界光伏应用的的第二大国家。2013年1月29円,国家能源局可再生能源司副司
长史立山透露,我国光伏“十二五”规划装机容量调整落定,将从21GW调整至35GW,
这将意味着每年新增光伏安装量在8GW以上,中国有希望在未来1-2年超过德国,
成为光伏应用的第一大国。然而由于中国的光伏市场启动晚,受政策影响较大,
运作非常不规范,缺乏有效的监管,目前国内光伏应用市场的参与者仍然主要为
国有企业,而作为光伏产品生产的主要力量,民营企业则长期依赖国际市场。2010
年前国外市场的销售量占光伏产品总销售量一直在90%以上。尽管2011年以后国
内市场的逐步启动,主要光伏生产企业目前国外市场销售量仍占总产量的80%以
上,可以预见在未来很长时间,国际市场仍是中国光伏企业进行光伏产品销售的
主要市场
随着光伏企业的上一轮的快速扩张之后,行业的短期行为和不成熟运作模式
正快速的放大。2011年开始的产能严重过剩,2012年10月中旬美国对于中国的
光伏“双反”裁决,2012年9月和11月欧盟幵始的“双反调查,都使得中国
光伏产业外部市场逐步变的更加恶劣。为抵御行业严冬,陷入困境中的光伏企业
只能举起裁员和降薪的大刀。其中,尚德电力主动收缩产能,天合光能调低出货
预期以求节约成本,赛维LDK抛售旗下物业回笼资金。这些情况的出现,使光伏
行业呈现非常迷茫和悲观的情绪,这些都促使企业管理者来检查和评估当前国际
竞争战略的价值和合理性、促使企业时刻关注企业未来竞争战略,不断审视当前
竞争战略对未来的影响,促使企业寻找新的突破点,参与全球竞争,并建立竞争
优势,具有重要的作用
本文首先对当前宏观经济环境及光伏行业环境进行分析,分析出LN光伏公司
当甜的外部环境形势,接下来对企业内部环境进行客观分析评价,这其中包括企
业的有形资源、无形资源、核心能力以及价值链分析,然后通过对企业的SWOT分
析、国际市场目标及定位,从而确定公司的竞争战略,并从6个方面推进竞争战
略的组织和执行。为确保公司竞争战略的有效实施,本文对竞争战略的实施进行
了 4个方面保障说明
关键词:LN公口],光伏,国际竞争战略,成本领先
ABSTRACT
Since the late of 90th of 20 Century, The world PV industry comes into very quick
development period. It is the most direct representation of Low Carton economics for
developing solar PV industry. Solar PV can generate the electricity 30 to 50 Kwh in its
lifecycle when inputing 1 Kwh in the beginning (it is a little difference in different area),
it is one of biggest IRR production way of Electricity. During 1997 to 2002, the solar
cell production increased rate is by 33.1% annually, during 2003 to 2007, by 49.5%,
during 2008 to 2012 by more than 40%.
China PV industry have experienced the development of slow-quick-booming in
the past several years, the range of industry have enlarged, wherever in core technology,
product manufacturing, equipment and market explore, installation and service and etc,
they have reached international leading level, and got very important position. Till
2011, It has 6 companies in the top 10 PV companies for production in the world, and
the share of production in china in 2012 furtherly enlarge. Furthermore, with speeding
up the internationalization, now there are several domestic companies like Wuxi
Suntech, Jiangsu Canadian Solar which are building the factories in USA,Canada and
other countries, The high quality PV products with competitive price have made huge
achievement for quick development of global PV industry.
It is huge potential PV market in China, as China has big free land, however our
development level is far from Europe, USA,Japan and other countries and Area. Beside
state capital subsidies, there are also some commercial market developments. With the
PV system price decreasing steadily, the market is also increasing very quickly. Before
2010,there is very small market for china PV business since there are short of the
subsidies policy, which made the PV manufactuers uninterest in domestic business, only
some Golden sun projects and off grid project in rurul areas were built. In 2011,the
installation capacity is 2.5GW for china PV market, however in 2012,it reach about
4GW which is about double the quantities. China has been the second biggest country
for the solar PV application in the world. On Jan 29th,2013,through the information of
Vice director Mr. Shi Lishan of China Energy Butreau,China PV installation plan in
12th five year plan have changed from 21GW to 35GW, which means annually there will
be more than 8GW new PV installion. PV market in China will exceed Germany to be
No. 1 in the coming 1 or 2 years. However due to late lauchment of China PV market,
big effectations by government policies,nonstandard handling,short of efficient
management, the main attendants in china market are from state enterprises. For the
main attendants in PV production, they are highly replied on international market in the
past years. Before 2010,the sales quantities are more than 90% from international
market for most companies. Although after 2011 china market is launching step by step,
currently for the main PV companies, the sales quantities are still more than 80% from
international market. In the future long predictable time,international market still the
main market for china PV companies to sell the products.
After the last cycle of quick development for PVcompanies, the short sight
behaviors and unmatured working manars are quickly enlarged. With supplying much
more than the demand from 2011, USA's final anti-dumping and anti-subsidies decision
for china PV production in Oct, 2012 and EU launching double -anti investigations in
Sep and Nov,2012, China PV industry external envirements are dramatically serious. In
order to survive in the cold season of PV industry, the PV companies in the trouble can
only dismiss the employees and decrease the salaries. Between these companies,
Suntech power decreased the production capacity initatively, Trina solar decreased the
prediction of sales to save the cost, LDK sold out the houses and lands to get back the
money.Upon this situation, the market is full of very misable and confused emotion. All
of these things have pushed the management in the companies to check and evaluate
continuously the value and reason for international competitive strategy and pushed the
management in the company to pay more attention for competitive strategy and found
out the affection of current market strategy for the future, pushed the company to find
out new breakthrough to attend the global competition and build the advantage.
This article firstly analyze current macro-economical envirement and PV industry,
to work out current external envirement of LN solar company, following made
impersonal judgement for internal envirement in the company including tangiable asset,
intan