Study On The Business Strategic Restructuring Of The Fast Moving Consumer Goods Of Xuzhou Coal Mining Group

In the era of planned economy,the leading industries of traditional coal mining enterprises or energy groups provide strong energy support for the development of national economy,accompanied by the phenomenon of "enterprises run society and coal mines cover everything".At the end of the 20 th century,the emergence of FMCG business,which is necessary for coal mine production and workers’ life,is not only the objective needs of enterprises,but also the historical product of social development stage.At the same time,with the adjustment of national economic policy and the change of macro environment,the development of fast moving consumer goods business of Xuzhou Coal Mining Group has begun to take shape.At that time,it has become the main position and main battlefield of leading business transformation,and many regional famous brands and large export orders have emerged.However,the endogenous power of FMCG business is seriously insufficient,lacking scientific theoretical guidance and methodological support,the development strategy of FMCG business is not clear enough,and the traditional system mechanism has also become a constraint factor to participate in market competition.It is gratifying that the historical products are of special characteristics,and the industrial resources of enterprises are also cannot be copied and non reproducible,which will be the scarce resources and unique competitive advantages that enterprises rely on for survival.The author thinks that the development characteristics and practical problems of FMCG business resources of Xuzhou Coal Mining Group are universal and typical.This research has universal significance for the transformation and development of many large-scale traditional coal mining enterprises or energy groups in China,with the characteristics of large volume,many categories and strong uniqueness.How to get reasonable optimization and balanced reorganization will be an important breakthrough for enterprises to improve the quality of development.Firstly,this paper summarizes the current situation of the industrial resources of Xuzhou Coal Mining Group;secondly,it analyzes the causes of the fast-moving consumer goods business of Xuzhou Coal Mining Group,and puts forward the problems and values of the development of wine business,food business and mineral water business;thirdly,it analyzes the environment and advantages and disadvantages of the fast-moving consumer goods business resources by using the theory of resource restructuring,and puts forward specific strategies and directions for specific strategic choices.According to the theory and practice,this paper puts forward the strategic layout of the fast moving consumer goods industrial resources reorganization of Xuzhou Coal Mining Group through systematic analysis,and expounds the feasible or ongoing strategies from the perspectives of land resources,human resources,intangible assets,marketing planning,financing channels,logistics supply chain,etc.Finally,in order to ensure the implementation of the restructuring strategy of FMCG business,this paper,starting with culture,system and human resources,proposes to mobilize the enthusiasm of employees,optimize the industrial structure and enhance their market competitiveness through the reform of mixed ownership,and puts forward a specific path.At the same time,the optimization and reorganization of the business level,the improvement of the management level and the optimization of the senior management are all the important guarantees for the implementation of the plan of the FMCG business reorganization of Xuzhou Coal Mining Group.