The Strategy Of QDTN Coking Company

Since the entry of21st century, with international and domestic high demand for steel, Coking industry has also experienced a rapid expansion of production capacity. However, since2008, due to the U.S. subprime mortgage crisis, global inflation and other effects of a serious decline in world steel price, and low-level redundant construction and capacity blind expansion of the coking industry in recent years result in the imbalance between supply and demand, many independent coking enterprises are on the verge of collapse. QDTN Coking Company also faces many problems such as environment protection, raw material shortages. In this paper, the author use QDTN Coking Company as example, to study coking enterprises on how to deal with the current crisis, how to change the business development model, how to optimize the economic structure, achieve new growth, and how to enable enterprises to step into low-carbon, environmentally, sustainable development road.This paper is divided into six parts, the first chapter introduces the problems, purposes and significance of the study and research methods. The second chapter of this thesis tells the overall cost leadership, product differentiation, specificity, integration of economic theory. The third chapter’s analyzes and discusses the international, external environment of QDTN Coking Company,including international environment and the national and status of the coking industry in Shandong Province. The fourth chapter discussed the advantages and problems in the internal environment of QDTN coking Company. The fifth chapter studies QDTN coking company’s business development strategy and implementation measures of business strategy.Business strategy is inseparable from the resources and capabilities. In this paper, through the analysis of the external environment and internal environment of QDTN Coking Company, guided by Michael. Porter’s Diamond Model and business strategy theories, the author studies the resources, capabilities and the existence of competition to determine QDTN coking company strategy:strategic management of innovation, technology leadership strategy, differentiation strategy, brand strategy and integration strategy. This paper proposes steps of the strategy implementation, the enterprises restriction, changing the growth mode, to achieve a new sustainable development.As one of the Independent coking company, the study of QDTN coking company on how to make and implement business strategies has great theoretical and practical significance for the future development of coking enterprises in China.