Study On The Development Strategy Of Yu Lin Shen Hua Energy Company

The coal resources is important. But since2011, affected by the global financial crisis,China’s national economic growth rate is decreasing; and the coal industry also has a deepwinter; while Yulin Shenhua Energy Company is a young large state-owned enterprises, hermany management system and management order are not perfect yet. So it has become apressing matter of the moment to formulate the development strategy for Yulin Company. Inview of this, the thesis studies the development strategy of Yulin Shenhua energy company bytheoretical and empirical, qualitative and quantitative analysis, the main results of the researchare as follows:(1) Summarizing systematically the operating environment of Yulin Shenhua EnergyCompany.Based on the strategic management theory and method, the paper analyzes firstlythe company’s internal and external environment, a detailed analysis on the aspect of theeconomy, national policy, industry environment and other external environmental factors. Inthe process of the internal environment analysis, it analyzed the resources, R&D, sales,human resources and internal management of several internal environment factors.(2) Summarizing the company’s strengths and weaknesses, opportunities and threats. Thecompany has the advantage of strong shareholder alliances, public relations with the supportof the government; The disadvantage lies in the mining area scattered resources, lack ofmarketing platform construction, talent shortage and the single industry chain; While thecompany was facing opportunities embodied in the merger and reorganization of coal industryof the country, Northern Shaanxi energy and chemical base construction and development inthe future coal and chemical company; The main threats lied in the future market demanduncertainty and competition in the private coal mine area,etc. (3) Expounding the strategic connotation of Yulin Shenhua Energy Company. It mainlyincludes the strategic orientation, company mission and vision, strategy, strategic target,strategic stage and key strategic task of coal and non-coal industry, at the same time, analyzesthe industry development priorities.(4) Proposing safeguards for the strategy implementation of Yulin Shenhua EnergyCompany. It includes financial、system security、cultural security、human resources andsupport implementation of the strategy and the strategic adjustment and control.This research result has the important guiding significance for Yulin Shenhua EnergyCompany to clear its own advantages and disadvantages and seize the opportunities fordevelopment in order to realize great leap forward. While it also has a certain reference valueto other companies on development strategy.