本文在企业战略管理的相关理论的指导下，运用迈克尔·波特教授的五力模
型理论以及安德鲁斯的SWOT等分析工具和方法，对该公司所处的政治法律、经
济、社会文化、科技等宏观环境以及行业环境进行了深入分析；并应用SWOT模
型对其内部环境进行了分析，找出了ZK重工集团的外部机会和威胁、内部优势
和劣势。本文根据对内外环境的分析，制定出一套适合ZK重工集团的发展战略：
实施S-O总体发展战略，确定实行总成本领先战略为主，服务差异化战略为辅的
竞争战略。
最后，本论文提出了符合 ZK 重工集团发展的战略选择以及战略实施的保障
措施，提出了在飞速发展的风电行业和日益激烈的竞争环境中，ZK 重工集团不
能过分依靠扩大生产规模、建立分厂去发展企业，应充分利用现有资源和外部环
境优势，通过优化重整人力资源配置，构建集团公司统一的采购体系，拓宽融资
渠道，积极开拓海上风电市场，建立完善的营销和客户服务体系，加强企业文化
建设和实施全面质量管理等措施提升集团公司的实力，形成集团公司的核心竞争
力。
关键词：风电装备 五力模型 总成本领先战略ABSTRACT
In recent years, in order to meet the country's energy growing demand, the state
vigorously supported the development of wind power industry. Wind power
equipment manufacturing enterprises to obtain good development space. But with the
rapid development of wind power industry, more competitors entered the market,
which given the existing enterprises within the industry great impact. Market put
forward higher requirements to existing wind power equipment manufacturing
enterprises. In the fierce market competition, how to develop a scientific and
rational development strategy to achieve sustainable development of existing
enterprises become urgent needs.
Under the guidance of the theory of Strategic management, using Michael Porter's
five forces model theory and Andrews SWOT, article analyzes the company's political
and legal, economic, social, cultural, technological and other macro-environment
and industry environment; the article analyzed the company's internal environment by
The SWOT model. The article identified ZK Heavy Industry Group's external
opportunities and external threats, internal strengths and weaknesses.
Based on the analysis of internal and external environment, the article developed
a suitable development strategy. ZK Heavy Industry Group should implement
SO overall development strategy and the overall cost leadership and service
differentiation competitive strategy.
Finally, the article proposes comply ZK Heavy Industry Group, strategic choice and
strategic implementation of the safe guards. In the rapid development of wind power
industry and the increasingly fierce competitive environment, can not
be over-dependence on expansion of production scale and to establish
branch. ZK Heavy Industry Group should make full use of existing resources and
external environmental advantages. By optimizing the allocation of human
resources restructuring, building a unified procurement system group, expand
financing channels, and actively develop offshore wind power market, the
establishment of a sound marketing and customer service system, strengthen
the building of enterprise culture and the implementation of total quality management
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