| Changchun Gas is the city-public enterprise whose staple supply is gas. From the initial stages to now, the company goes through three development of stages that are south-Manzhou gas Corporation Changchun branch store period--Period of Changchun coal-gas Company--Changchun gas Limited Company period. The urban gas source developed into coal gasification as the main, liquefied petroleum-gas as complement progressively from complete coal-gasification. Till now, the structure of gas source is that coal-gasification, natural gas and the liquefied gas coexist.Because the source of coal-gasification is indispensable, Changchun gas's business always operates gas-supply and coal-coking. Two industries are not totally independent, some gas source of the gas-supplies business were produced from the coal-coking. That and the coke tar, thick benzene, sulphur-ammonium,etc which from coal-gasification. That accounts for Changchun gross output value more than 50% proportion of coal-gasification products output value. So the coal-coking business is in very important position in the overall business of gas in Changchun.With the improvement of human's consciousness about environment, the environmental protection and economic development will be paid same attention to in the future. The energy is a material base of economic development and the primary source of polluting environment, so as the basic energy of city's development, the resource of clean natural-gas is being favored by human being.Following the natural gas'exploitation and utilization, natural gas'proportion is increasing constantly in gas-supply and coal-gasification contract gradually. When Changchun's gas source doesn't depend on coal-gasification no longer, Changchun'gas industry and coal-coking industry will split into two independent industries. How to develop the two industries will be the strategic question that is must face for Changchun gas.At the beginning, Changchun Gas's establishment purpose is to offer gas for urbanite's daily cooking. The future development goal is to devote to becoming the largest multi-field, trans-regionally supplier in the gas energy of the Northeast; The most high-quality facilitator in gas energy after sale; the best trader deal to gas inputs, stores the construction of facilities, safeguards the operation.Through analyzing the external environment of the coking industries and gas industry in Changchun's gas industry, it is the great opportunity to develop gas industry with full speed and have brilliant prospects. The coking industry is high pollution, highly energy-consuming industry, and is also the industry that is limited by the environmental protection policy.Comparing with the assignment about the internal resources and capability of gas and coking, the resources that the gas industry occupies are far greater than the resources that the coking industry occupy. Although coking products equal to or even greater than gas product output, because the development of the gas industry has a good prospect, enterprises have already defined the key position of the gas now and will still be inclined to the gas industry in the future's investment.Through analyzing the internal and external environment of Changchun gas industry and with BCG matrix to compare the gas-supply business and coking business correctly, the gas industry is the indispensable basic industry in the economic development and it has brilliant prospects. So the gas industry adopts some development strategies of strengthened type in the in the future, such as marketing penetration strategy, market development, product development and so on. Through analyzing the internal and external environment of Changchun gas industry and with BCG matrix to compare the gas-supply business and coking business correctly, coking industry is highly energy-consuming, high-pollution industry. It is the industry that is limited by current environmental protection policy. The existing coking industry in Changchun gas does not have scale, and enterprise existing resource does not allow it expand, extend new production equipment and expand scale either. So the coking industry should choose the defence-type development strategy.The coking industry coincides with this enterprise and has more than 80 year's development history. The investment about production equipment of coking occupies sizable proportion of company's total assets, though the development does not have a good prospect very much and can't be given up due to this point. Although the coking products face the fierce market competition, it also has certain market demand. There is no possibility of expanding scale inside this enterprise, but it is suitable for helping outside resources strength.After totally separating between the gas industry of Changchun's gas and coking industry, the company looks for the strong partner actively and regards the whole assets of Coking and Chemistry Plant as the capital to manage jointly and then to improve the whole ability of resisting risk of enterprises. If make the coking industry and the upper supplier of our company enter into partnership and return them to the coal industry chain, it can reconfigure resources in larger space and improve industry's competitive power of coking. Utilize existing marketing network, when the price different between coking products'average sale of unit price and raw materials coal price is greater than unit fixed cost, it must try hard to keep most production capacity, strengthen management ability and strive for making profits.Because the gas industry has basic, public beneficial and natural monopoly, there is the imperfect competition in the gas industry. From analyzing enterprise's micro-interests, the greater the regional range that gas enterprises monopolize is in terms of scale economy of enterprise fine, so gas enterprise will seem to expand supply range as the goal. With the development of enterprise, when enterprises develop into the whole industry totally controlling the existing area, enterprises need to break through the border of existing industry, develop the new industry. So it should adopt the blue sea strategy in the gas industry of very weak relative monopoly of competition Changchun Gas needs to break through the existing gas supplying industry in the future development and extend towards low reaches in the industry, such as entering into partnership with the production firm of the electric apparatus and helping the household electrical appliances manufacturer's research and development strength to research and develop and produce various gas apparatus, developing gas apparatus selling market through existing marketing channel. As a result, it divides the world into together with electric household appliances.In order to make strategy implemented smoothly, the following assurance have been made:First, redesign organization institutional framework.. Different strategy demands to different group's structureSecond, make the organization culture that can promote this strategy implementation.Third, make the new human resources strategy according to the needs of this strategy implementation.Fourth, make the capital market plan, that provides funds in order to implement this strategy. |
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