Research On Construction Of Sustainable Competitive Advantage Of Yanzhou Coal Mining Company Limited

As an important part of the national economy, the coal industry has played an irreplaceable role to the sustainable development of our economy. As the world economy energy industry environment changed, China’s coal enterprises are facing severe competition and challenge, weakening the sustainable competitive advantage of the coal industry, such as increased fierce competition, environment pollution, seriously weakened location advantage and declined corporate profits. How to keep the long-term sustainable competitive advantage in this environment and realizing the sustainable and rapid development of its own should be considered by each enterprise. Yanzhou Coal Mining Company Limited is one of the important coal production enterprises in China and has played an important role in the economic development in the coal energy field. In recent years, although the enterprise has strengthened the research and application of strategic management, it is still facing a series of problems. The problems include enterprise’s environmental pollution, declined corporate profits, simple industry chain, producing primary products, organization personnel structure and resources integration, backward technology and process. The deep reason behind these is the company’s lack of sustainable competitive advantage. Therefore, only by constructing the truly sustainable competitive advantage, can the problems be solved and the sustainable development of enterprises realized. From the enterprise point of view, this paper analyzes the current situation of the development of enterprise and constructs a sustainable competitive advantage suitable to corporate sustainable development, having the important significance to the development of the coal industry and Yanzhou Coal Mining Company Limited.Based on this background, taking Yanzhou Coal Mining Company Limited as an example and using PEST analysis, five forces model analysis and SWOT analysis, this paper studies the competition of the current situation of China’s coal market environment and industry, and the advantages and disadvantages of Yanzhou Coal Mining Company Limited. After that, it analyzes the sustainable competitive advantage status of Yanzhou Coal Mining Company Limited in terms of the four characteristics: uniqueness and being difficult to imitate, dynamics, value superiority, integration of resources. In combination of sustained competitive advantage characteristics and driving factors of Yanzhou Coal Mining Company Limited, the condition of competition and competitive advantage are analyzed and evaluated. Based on the above research, this paper puts forward a method to construct the sustainable competitive advantage of Yanzhou Coal Mining Company Limited in the current economic environment and future development trend, that is, playing strategic advantage of company, strengthening dynamic capability of organization, integration of the advantage resource and promoting innovation value of company, and discusses the implementation plan of sustainable competitive advantages to Yanzhou Coal Mining Company Limited in terms of the four-above terms, manifests importance significance to the enterprises’sustainable and long-term development.This paper can be divided into seven parts:The first part is the introduction; it elaborates the research background, significance, research framework and research methods and the innovation of this paper.The second part is the related theoretical. The enterprise sustainable competitive advantage connotation, characteristics, sources and other related research are analyzed in this part.The third part is the PEST analysis, Potter five competitive forces model analysis and SWOT analysis of Yanzhou Coal Mining Company Limited, pointing out that Yanzhou Coal Mining Company Limited now lies in a complex and dynamic outer environment.In the fourth part, based on the sustainable competitive advantage theory, the characteristics of Yanzhou Coal Mining Company Limited are analyzed and summarized. The importance and necessity of constructing sustainable competitive advantage is analyzed.In the fifth part, on the basis of the analysis, the construct strategy of sustainable competitive advantage of the Yanzhou Coal Mining Company Limited is put forward.The sixth part is the implementation of the construction plan to sustainable competitive advantage for Yanzhou Coal Mining Company Limited. It analyses specific condition of Yanzhou Coal Mining Company Limited and puts forward the implementation strategy.The seventh part is the summary and outlook.