Development Of The Gold Corp. Strategies

As a kind of real assets, gold has its objective value. In the new century, theinternational politics and economy have changed a lot. As a result, the “anchor” role ofgold in the stability of finance is becoming important, especially after the financial crisis in2008. Strategy is a long-term problem, is the key point to realize the sustainabledevelopment of the company.Currently, ZhongjinGold Corporation limited is faced withgood opportunities, as well as challenges. Through the analysis of Zhongjin Gold’s internaland external factors, the paper is going to put forward to some strategy, aiming atproviding some reference and suggestion for decision maker.Based on the results of domestic and international research of competitive strategytheory, the paper gets some conclusions, through the SWOT, IFE/EFE, Porter fiveforces analysis. The strength of the Zhongjin Gold’s external factor lies in the nationaleconomy, national policy, gold industry situation and so on. The weakness of the externalfactor lies in the gold’s reducing price, the uprising safety and environmental standards, thefierce competition of mining industry, etc. The strength of internal factor lies in the brand,shareholders, the overall situation of corporation and the technology. The weakness ofinternal factor lies in the falling benefits, the shortage of key talent, etc. As a result,Zhongjin Gold should formulate its strategy in view of the strength and weakness. Thecorporation should strength the productive organization and management, promote thereform and innovation, accelerate the construction of talent team, strength environmentprotection. In a word, Zhongjin Gold should develop its strength, overcome its weakness,to make the corporation better.