The Research On Development Strategy Of Guanghui Energy Co.,Ltd

With China’s rapid economic development,the growing energy demand as well as the improved environmental protection requirements by low-carbon economy,natural gas will effectively solve dual problems that the energy supply security and ecological environment protection.Especially, the LNG industry,our country have issued a series of supporting policies.Companies facing the challenge of strategy formulation and decision making, because of the opportunities and threats in the industry environment and their own advantages and disadvantages.Guanghui Energy Co.,Ltd is a LNG energy corporation, accurately setting up enterprise development strategy is not only as a guidance for their own development and also have reference to others.This paper using PEST method and Five Strength Model summed up the opportunities and threats of external environment of the company.In order to stability and high accuracy, using AHP to calculate factor value,and through the external factor evaluation matrix(EFE) to evaluate the levels that company using the opportunities and avoid threats.Then made that conclusion :The company scores were higher than average score and the company responded to external environment in time.And then analysis the company’s internal environment and sums up the internal advantage and disadvantage and using the same AHP to value for factors and through the internal factor evaluation matrix(IFE) to the evaluation of enterprise internal control.Thus concluded that the company slightly higher than the average balance, should be to strengthen the internal strength.Based on these analysis, summed up the 12 kinds of alternative development strategies firstly by using the SWOT analysis and then determine the company’s strategic position in the industry by using the SPACE matrix analysis.Results show that the company has the main competitive advantage in the rapid growth of industry and that should be taken to competitive strategy. Then the company’s strategic positionmatching with the optional development strategies and preliminary screening of alternative strategy suitable for company 5 kinds of strategy.Then using QSPM matrix analysis and determine the best suited to company development strategy: Market development strategy, the forward integration strategy, market penetration strategy,establish a joint venture strategy and so on.QSPM matrix analysis to evaluate and determine suitable strategy for the company.Finally made some suggestions on the implementation of the strategy:Strengthen human resources management,strengthen the management of marketing and strengthen the construction of enterprise culture.