The Research On Development Strategy Tor Integration About Coal And Power Industry Of Jilin Electric Power Corporation Ltd

Electric power industry is the basic energy industry in our national economy, being of vital importance to the people's livelihood, so the stable development is crucial. But since 1997, China has implemented the reform of coal price, eliminating subsidies to make it more in line with market-oriented economic system, so soaring coal price becomes a nightmare of power enterprises, especially thermal power enterprises.Although the government has used linkage between coal price and electricity price or limited the contract price to compensate for the loss of power enterprises, state still manages and controls electricity price because of the electricity price related to the people's livelihood, and the special nature of electricity, so electricity price increase could not offset the cost of electricity coal of electric power enterprises, the reason is that coal price is implemented the market economy, but electricity price is implemented the planned economic system, confrontation of two systems is the fundamental reason of "the market coal" and "the plan electricity" and shrinking profits or even loss of power enterprises.At present, out government, entrepreneurs and scholars are constantly looking for effective measures to solve the problem of "the market coal" and "the plan electricity" from the theory and practice. After a lot of study on theory and power enterprises, this paper proposes the integration about coal and power industry as an effective way to solve this dilemma. Broadly speaking, the so-called integration about coal and power industry is the contact between coal companies and power companies. For example, through leasing, equity participation, acquisition, etc, coal companies and power companies establish contacts. Experts and scholars not only explain the reasons for the strategy of vertical integration from theory, and by building models and examples to verify the feasibility and economic benefits of this strategy, but also verify the feasibility and economic benefits of this strategy by building models and examples. In this paper, vertical integration strategy and industry value chain theory are used, Jilin Electric Power Corporation Ltd is taken for example, the strategy of Jilin Electric Power Corporation Ltd is located and analyzes and implemented through three strategic tools:the SWOT analysis, value network and the Balanced Scorecard.First of all, the article outlines the vertical integration strategy and industry value chain theory, laying a theoretical foundation for the following analysis of Jilin Electric Power Corporation Ltd.Second, the paper describes the policy-related loss that the power industry faces, introduces the situation and development difficulties of Jilin Electric Power Corporation Ltd as a member of the power industry, and positions the strategy visa SWOT analysis matrix to identify the implementation of vertical integration strategy, and analyses the feasibility of the strategy through the models and data. After determining the feasibility, draws the coal and electricity industry chain on the stand point of coal enterprises, identifies specific strategies of Jilin Electric Power Co., Ltd. considering its main strategic objectives, financial resources and capacity, etc.Finally, the paper implements the strategy of Jilin Electric Power Corporation Ltd through the Balanced Scorecard proposed by Professor Kaplan and Professor Norton. First by rendering strategy map depicts Jilin Electric Power Corporation Ltd strategic direction, and then refines indices proposed by strategy map and evaluation index through the balanced scorecard, ensuring the implementation of strategy. Business development plan and organization structure plan are the specific plan, ensuring that there is corresponding business development to fulfill each item of the strategy and index of the balanced scorecard. Organization structure plan guarantees to execute the company strategy from a whole, and then adjusts the organization structure to ensure the company structure matches the strategy, guarantying the implementation of the strategy.