摘要
东方电力公司是中国最大的电力公司之一，经过几十年的发展，公司已建立起国内最大的城市供电系统并拥有最多的客户，获得十分良好的经济与社会效益，公司的各项财务指标在国内电力行业中名列前茅。
随着中国市场经济改革的不断推进，公司既面临困难和挑战，也存在希望和机遇。上海市电力工业经过几十年的发展，已经缓解了供应的紧张局面，开始面临供大于求的情况。以打破垄断、引入竞争为主要内容的电力工业体制改革在政府的积极推动下正在按既定方针进行。东方电力公司确立了通过改革努力成为一流电力公司的发展目标。为了最终实现这一目标，公司必须制定相应的发展战略。
本文的案例部分真实地描述了东方电力公司领导班子在新的历史条件下制定发展战略时所面对的复杂形势和必须考虑的诸多因素，让读者从战略管理的角度思考如何制定适当的公司发展战略。本文的案例分析部分对公司内部和外部环境加以分析，提出东方电力公司发展战略的选择。
本文采用的分析方法包括：
用外部环境分析方法分析东方电力公司所面临的经济、社会、文化、政治和法律因素；
运用五种竞争力量模型，对东方电力公司所面临的各种竞争力量进行分析；
采用价值链分析方法分析东方电力公司内部环境，对公司价值链的构成、价值链的成本和效率进行分析，从而得出公司目前存在的问题；
在研究公司内部和外部环境时，运用了外部因素评价和内部因素评价矩阵。
本文在分析的基础上提出了东方电力公司的战略选择，包括公司的资产重组、战略价值链的改造等。
DongFang Municipal Electrical Power Company is one of the most successful power companies in China. The development in the past decades has made it the power company with the largest city power supply system, has the most customers and the outstanding financial achievements.
With the progress of market economy reform in China, the company is facing to new opportunities and hopes as well as difficulties and challenges. The development of electric power industry has changed the situation of power shortage, and there is power supply over plus in some area. The reform aimed at anti-monopoly and introduction of competition is now on schedule with the promotion of the government. The company has established a general aim to become a first class power company of the world through the electric industry reform. To realize the aim, the company must have a development strategy.
In the first part of this paper, many things and factors are presented that must be considered by the leaders of the company to make the development strategy, for letting the readers of the article practice making decisions in the point of view of strategy management. In the later part, based on the analyzing the internal and external environment of the company, a new development of the company is put forward.
Several analysis methods are used as follow in the paper.
External Condition Method is adopted to analyze the external environment the company is facing, including economic, social, political and technical factors. The Five-Forces Model of competition is a key analytical tool to study various competitive factors.
Value Chain Method is a main tool while analyzing the internal condition of the company. The main weaknesses are found out through detailed study of the composition of the present value chain, its cost and its efficiency.
External Factor Evaluation Matrix and Internal Factor Evaluation Matrix are used while studying the external and internal factors.
On the basis of the analysis of the external and internal conditions, it is tried to bring forward the development strategy for the company.
引文
[1](美)汤姆森，斯迪克兰德著，段盛华，王智慧主译，《战略管理：概念与案例》，第十版，北京大学出版社，2000年
[2](美)亨利·明茨伯格等著，刘瑞红等译，《战略历程：纵览战略管理学派》，第一版，机械工业出版社，2001年
[3]国家电力公司，《2000中国电力市场分析与研究》，中国电力出版社，2000年
[4]上海统计局，《1999上海统计年鉴》，中国统计出版社
[5]国家统计局，《中国统计摘要1999》，中国统计出版社