| Enterprise strategy management is a series of business management combined of enterprise daily business decisions and long-term planning; it plays an important role in enterprise development. Shandong hengda Coal Co., Ltd. is known as Heze area Mao Zhuang coal mine formerly, the mine was started construction in1970, completed and put into production in March,1972, restructuring in1999, its name changed into Shandong hengda Coal Mining Co. ltd. in2006. The company is located in Ningyang County Gang Cheng Town, in the northern part of Ningyang mine, southern8.0km from Ningyang County. The Company has768employees, including85professional and technical personnel. The company won the Shandong province "A class in mine safety evaluation" for4consecutive years and honor of "mine safety and quality standards"; other honors are obtained as follows:"science and technology innovation advanced unit","advanced unit of production safety","coal industry star enterprise","A-class tax credit unit"," coal enterprises advanced units of the sustainable development ","consumer satisfied unit","advanced unit of charitable donations" etc..Under this background, in this paper the author combined theory with practice, taking ShandonghengdaCoal Co., Ltd as the research object, carries strategy analysis tools on a research to the development strategy. First of all, the author makes a comprehensive analysis of external environment of hengda Coal Mining Co. Ltd through PEST analysis and five forces competitive model, obtains that the hengda mining has the following opportunities:a stable political environment; promotion of the integration of coal industry policy; superior economic environment of Shandong province;rapid development of information technology; coal production technology mature technology; higher barriers of coal industry access policy. The external threats and challenges include:environmental policy is tightened; labor prices is rising; the competition in the industry is fierce; buyer bargaining ability is becoming strong; threaten of substitute products. Secondly, in this paper the author carried on objective evaluation on the resources and capabilities of hengda coal limited company, then compared it with other enterprises in the same industry, drew the following advantages:coal seam structure is stable; coal resources and coal quality is high; coal resources is rich; safety management modes is mature; safe production system is perfect; technology management organization structure is sound, responsibility is clear; technical management system is improved. Disadvantages include:organization structure is not reasonable; professional management personnel structure is not reasonable; titles of technical personnel is low and quality of the production staff is needed to improved. Then, through QSPM matrix analysis ion hengda coal industry development strategy, the author found it should choose the strategy of vertical integration. And then make analysis of the vertical integration ways (coal production, coal washing, and coal chemical industry) combined with the company’s mission and strategic target implementation.Then the author put forward hengda coal company can develop coal mining project through self built coal washing plant, through the acquisition of small coal into the coal chemical industry factory. And on this basis, in order to promote the smooth implementation of hengda coal industry development strategy, the author put forward corresponding measures from the organizational security, personnel security, cultural security, financial security and information security. In This paper the author combines theory with practice, make effective development strategy for Shandong hengda Coal Co., Ltd., has a great role in promoting healthy development of hengda coal industry and gain sustainable competitive advantage, it also has certain practical significance. At the same time, the conclusion of this paper can provides a model for other coal mining enterprises to make strategic choice, formulate and implement development strategy; it also has a certain reference value. |
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