Research On Beijing Coal Group Strategy Based On Sustainable Development

Enterprise Strategy of sustainable development is most common focus of corporate managers, as an energy-based coal company, it pays more attention to the continued development of scientific and rational.In this paper, combining the theory of modern business administration research, and through investigation, research and analysis of the internal and external managerial environment of Beijing Coal Group, For the Beijing Coal Group's analysis of the external competitive environment, It mainly makes use of the "Michael Porter's Five Forces Model ", and define the current external competitive pressures of Beijing Coal Group. Meanwhile, it made a brief analysis of the internal environment of Beijing Coal Group, and interpretated of the Beijing Coal Group's strengths and weaknesses. Through the application of SWOT analysis and McKinsey's three-aspect Theories, it conducted strategic positioning and identified the appropriate choice of strategic direction. Concerning the company's developing target, this paper established concentric diversified development strategy which is more reasonable, matched functional strategy and implement and risk controlling methods.In order to carry out the new overall strategy effectively some relevant system reforming projects were proposed at the same time. We research and propos the multidivisional structure of Beijing Coal Group, and develop The Balanced ScorecardResearch on and analysis of the internal and external managerial environment of Beijing Coal Group, this paper argues:Beijing Coal Group must open up the new coal resources and improve profitability; it must strengthen the Group's industrial integration and promote diversified-business; it should established the Functional strategies on production, marketing, finance, human resources, research and development that accord to corporate strategy and corporate culture; To ensure achievement of the goals of diversification strategy,it should be reformed in the internal control system, the investment and financing system, incentive and restraint mechanisms and business environment.