大连理工大学专业学位硕士学位论文
摘
要
随着国家经济发展和社会不断进步，环境和生态问题变得越发凸显。在全球能源结
构发生重大变化的背景下，传统的石化、煤炭能源已不能满足当前人群的需求。因此，
可再生能源的开发和应用就应运而生了。经过十多年的发展，我国的光伏产品和电力有
了较大提升，光伏相关的企业也在迅速增加。2021年政府工作报告也明确了降碳目标，
报告中指出“强调大力发展新能源，扩大环境保护、节能节水等企业所得税优惠目录范
围，促进新型节能环保技术、装备和产品研发应用，培育壮大节能环保产业”。但是，
近几年新能源欧亿·体育（中国）有限公司的相关技术过于依赖国外市场，加之各国之间的贸易摩擦、各国出台
的政策等呈现的低迷状态严重阻碍的国内光伏企业的发展，受此影响国内向国外市场出
口的产品出现大幅度的下滑。
Z公司是高新科技企业，是光伏跟踪器和固定支架欧亿·体育（中国）有限公司内的佼佼者，相比较于其他
众多中小企业，Z公司虽然属于领域内龙头企业，但是企业种种矛盾激化日渐严重，内
部人才梯队失衡、管理有漏洞、外部的供应商管理、业务服务质量等等问题使Z公司逐
渐失去竞争力。在未来残酷又激烈的市场竞争中，企业必须尽快找出当前存在的问题，
并选择比较适配的解决方案，才能在市场竞争中实现企业的自身价值，才能做大做强。
鉴于此，本文通过文献查阅、企业内部调研、企业管理人员专访等多种方式，结合
研究生期间所学的理论分析法等，进行深入探讨Z公司目前所面临的外部环境，主要含
PEST分析模型、波特五力分析模型；并利用SWOT分析法，明确Z公司市场竞争的可选
方案，提出有针对性的市场竞争战略——差异化市场竞争战略。差异化市场竞争战略的
实施需要做到以下几点：服务质量差异化的建设、营销模式差异化的实施、供应商差异
化管理的实施、人才梯队差异化管理的制定等四个方面，保障了Z公司市场竞争战略的
实施，也为战略的实施奠定了良好的基础。本论文力争可以为Z公司提供了长久适用的
理论参考依据，为Z公司的经营管理理念、决策建议、战略指引等都提供了具有实际参
考意义的指导方案。
关键词：光伏产业；竞争战略；太阳能
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Z公司市场竞争战略研究
Research on the Market Competitive Study on Z company
Abstract
As the country's economic development and social progress continue, environmental and
ecological issues have become more prominent. In the context of major changes in the global
energy structure, traditional petrochemical and coal energy can no longer meet the needs of the
current population. Therefore, the development and application of renewable energy came into
being. After more than ten years of development, my country's photovoltaic products and
electricity have been greatly improved, and photovoltaic-related companies are also rapidly
increasing. The 2021 government work report also clarified the carbon reduction goal. The
report pointed out that “emphasize the development of new energy, expand the scope of
environmental protection, energy saving and water saving and other corporate income tax
preferential catalogues, promote the development and application of new energy saving and
environmental protection technologies, equipment and products, and foster growth. Energy
saving and environmental protection industry". However, in recent years, the related
technologies of the new energy industry have relied too much on foreign markets, coupled with
trade frictions between countries, and the sluggish state of policies issued by various countries,
which has severely hindered the development of domestic photovoltaic companies. This has
affected domestic exports to the US market. Of products have seen a substantial decline.
Z company is a high-tech enterprise and a leader in the photovoltaic tracker industry.
Compared with many other small and medium-sized enterprises, although Z company is a
leading enterprise in the field, its various contradictions are becoming more and more serious,
the internal talent echelon is out of balance, and management has loopholes. , External supplier
management, business service quality and other issues make Z company gradually lose its
competitiveness. In the cruel and fierce market competition in the future, companies must find
out the current problems as soon as possible and choose a more suitable solution in order to
realize their own value in the market competition and become bigger and stronger.
In view of this, this article uses various methods such as literature review, internal
enterprise research, and management interviews, combined with related theories to analyze.
The main research content is: with the aid of PEST analysis, Porter's five forces model analysis,
analysis of the external location of Z company Environment; and use the SWOT analysis
method to clarify the options for company Z's market competition, and propose a targeted
market competition strategy-a differentiated market competition strategy. The implementation
of differentiated market competition strategies requires the following points: the construction
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大连理工大学专业学位硕士学位论文
of service quality differentiation, the implementation of marketing model differentiation, the
implementation of supplier differentiation management, the formulation of talent echelon
differentiation management, and the construction of corporate culture differentiation The seven
aspects, including the construction of differentiated capital management and the creation of
brand image differentiation, ensured the implementation of company Z’s market competition
strategy and laid a good foundation for the implementation of the strategy.This paper strives to
provide Z company with a long-term applicable theoretical reference basis, and provides
practical reference significance for Z company's management philosophy, decision-making
suggestions, strategic guidelines, etc.
Key Words：Photovoltaic Industry ; Competitive Strategy；Solar energy
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