Study On The Business Strategy Of Zhengzhong Technology Co.

Since 2012, the coal industry has seen the severest trial after a decade of golden development. Affected by the persistent depression of global economy and increasing domestic economical development difficulty, the demand from major coal-related downstream industries has been weak, and pressure has increased upon coal-related downward economical operations. Nationwide coal market has seen dramatic changes, and the coal industry has stepped into an adjustment period. Increase rate of coal demand, production and sales, and railway and port shipment have significantly dropped, and net import has been rapidly growing. While the production, net import and stockpile are keeping rising, the coal consumption growth rate keeps on falling, and the industry profit and coal price have shown decline as well.Coal machinery enterprises, which are machinery and equipment suppliers for the coal industry, are also affected by the decline of the coal industry. The growth rate of output of coal producing enterprises has slowed down, and the demand for supporting machinery and equipment has lowered in some degree. Coal machinery enterprises are facing development challenges, but the overall trend is still optimistic. Zhengzhong Technology Co., as a leading enterprise in domestic researching and manufacturing auxiliary transportation systems for underground mines and also a mid-scale, technological one in rapid development, is encountering many tests as well. Modifying enterprise strategy in due time is a necessary step for realizing sustainable development.This thesis studies on the business strategy of Zhengzhong Technology Co. Based on the analysis of the current state and characteristics of the coal machinery industry, the competition condition within the industry, typical development modes of coal machinery enterprises, and the market analysis and estimation of main products in the industry, the development strategy of the company is established step by step. The thesis, based on the company's distinctions, weakness and urgent affairs, focuses on the development objective, product R&D, quality control, marketing tactics, production condition improvement as well as strategy realization approach and safeguard measures. Strategy planning and management is a dynamic progress. Zhengzhong Technology, while implementing the company strategy, should pay attention to the market dynamics and make appropriate amendments to the management measures from time to time.