Research On Development Strategy Of Shenhua Huanghua Port Company

China’s energy structure is mainly coal,coal plays a vital role in the development of national economy.The largest coalfield in China is Dongsheng coalfield,which provides abundant coal resources for the development of electric power in southern China.As one of the important ports in China,Huanghua port plays an important role in the transportation of coal from west to East and from north to south.Shenhua Huanghua Port Company was established in 1997 and officially renamed as national energy Huanghua Port Company in 2021.It is mainly responsible for the external transportation of coal of national energy group.In the current social development and economic situation,the port enterprises represented by Guoneng Huanghua Port Company are facing the challenges of de capacity and transformation.Guoneng Huanghua Port Co.,Ltd.needs to make overall arrangements,timely adjust the development strategy of the enterprise,grasp the giving while facing the challenges,and reduce the losses caused by the changes in the external environment.By studying the development strategy of Guoneng Huanghua Port Company,it is of great significance to the development of Binhai New Area and Bohai economic belt.Firstly,this paper analyzes the internal and external environment of the development of Guoneng Huanghua Port Company,evaluates the existing strategic measures of the port through IFE matrix,and further analyzes the development advantages and disadvantages,development opportunities and challenges of the internal and external environment of Guoneng Huanghua Port Company by using SWOT analysis method.On this basis,it uses QSPM matrix to evaluate the strategic combination Finally,the development strategy with the highest score is obtained.At the same time,the throughput of Huanghua port during the "14th five year plan" period is predicted by using the twice moving average method,from which the phased strategic objectives are formulated,and the specific requirements are put forward for the five elements of talents,marketing,internal management,brand building and corporate culture that affect the development of the port.Finally,the strategies and safeguard measures to achieve the strategic objectives are discussed.