Research On The Development Strategy Of Risun Group

Xuyang chemical Co.,Ltd(hereafter referred to as Risun Group)is a leading enterprise in the coking industry and is a traditional manufacturing enterprise.In the context of the current "supply side" reform policy,coking enterprises,represented by Risun Group,face severe problems,including of transformation,upgrading and production capacity.At the same time,environmental protection policies also require coking enterprises to promote energy conservation and emission reduction.Between 2014 and 2015,coking industry has experienced two years of the cold winter.Although the coking industry has rebounded in 2016,Risun Group also should prepare for difficulties and plan well in advance,to identify opportunities and challenges in external environment.Because the traditional business can’t support further development of Risun Group,which is awaring of the importance of the transformation and upgrading,Risun Group put forward the overall thought of "adjust","exploration","transformation" and "upgrade".Under this context,this paper analyzes the external macro environment of Risun Group with the tool of PEST analysis,analyzes the developmental trend of coking industry by analyzing prosperity indexes and market capacity,and discusses the competition structure of coking industry with Porter’s five forces model,to identify opportunities and threats.At the same time,this paper researches the internal environment of Risun Group,with methods of the main business sectors analysis,synergy analysis,value chain analysis and strategic status analysis,to find out strengths and weaknesses of Risun Group.On the basis of the above analysis,this paper takes advantage of the theory of SWOT analysis further,and puts forward the vision,mission and corporate development strategy of Risun Group.Finally,this paper proposes a strategy implementation guarantee system to ensure that the strategic objectives can be effectively implemented.This paper has significant implications for the transformation and upgrading of Risun Group,and is conducive to strategic adjustment.Firstly,this paper analyzes the external and internal environment of Risun Group in detail with scientific tools to identify key strategic issues.Secondly,in formulating Risun Group the strategy,it can combine theory with practice to help Risun Group improve the strategic theoretical level.Thirdly,the strategic guarantee system can support Risun Group to implement strategy.The research of this paper not only has value for Risun Group,but also has some reference significance for traditional manufacturing enterprises.