Research On The Development Strategy Of Shandong Penglai Jinchuang (Group) Co. Ltd.

Gold natural is currency,have the function of it's position is very important in national economy .The majority of the producing gold country is control of the gold production saler circulation .Gold and silver is special currency all the time since the founding of the People's republic and be stuict with it. Since 2001 years, the gold management system's reformation is appararently speed up, the gold market degree is raising year by year. To the digging enterprise,the most directly benefit is the raising of the market requirement. Over the past few years,No matter what domestic or international,the gold market requirement keep steady situation all along,and many factor cause the price ascent. The ascending price and the steady cost make the gold profit significantly augment. Of late years, in the course of annexation reorganization and integrate the gold resources, China Gold Group enterprises Zijin Mining Industry Co.ltd Shangdong Gold Group Ltd Shandong Zhaojin Co.ltd and etc springs up rapidly and have become dominant in gold trades. According to statistic,the gold product of the large-scale enterprises reached 75.8 ton,netting 2.66 billion yuan,accounting for 39 percent of gold product and 66 percent of benefit. Face to the deeping variation of the world and domestic economic state of affairs and the changing of the gold enterprise on business strategy,the enterprise to the future development will take on various forms.Shandong Penglai Jinchuang Group is a record to the main gold mining industry, gold engineering trade scientific research as one of the country large-scale enterprises. Gold smelting,refining,and surface composition of industrial development in the framework of the main group, and ten involved in some non-related diversified business groups. After years of development, the diversification of many non-related business often frustrated, as well as the depletion of gold resources, the record group operating cash flow decline in funding nervous start, a rapid increase in debt levels, enterprise development in a difficult position. In addition, the new situation facing the gold industry, showing a trend of more and more intense competition. How to create groups of drawing up a business development strategy for the next step, companies realize the most optimal allocation of resources, enhance the competitiveness of the Group are now facing an urgent task. Whether a group from the competitive environment faced by enterprises or self-development needs, are required to develop a good fit its business strategy development.This thesis main study the JinChuang Group, Strategic Enterprise Management application of theoretical studies of gold at home and abroad trends and characteristics of enterprise development and the development of a future direction of the Group. Analysis of the Group are facing internal and external environment, in order to resolve its face opportunities and threats, strengths and weaknesses. And on this basis to develop the overall development strategies, including strategic objectives, strategic phase into the implementation of the guarantee conditions, and finally to enhance the Group made a number of competitive proposals.In this paper, using empirical analysis and normative analysis of the research methods, Will be the first to conduct an internal investigation of the enterprises, in-depth understanding of payments structure of a group of business, business model, organizational structure, management control systems as well as human resources, a group master payment capacity of the current status of resources. Second, research at National and regional policies on the basis of market conditions to determine the direction of business development and business development strategy to guide the enterprises of the operation of the specific business and market expansion. Thirdly, according to a company's business development strategy and the specific situation of enterprises, analysis of the management mode of operation for the payment to make a strategic planning for JinChuang Group.