Study On Development Strategy Of Zhongxiang Group, Shandong

Shandong Zhongxiang Group is a new state-owned enterprise whose main business is coal mining. With the rapid economic development, environmental protection strategy and national industry structure optimization which are both being implemented step by step, the competition of the coal enterprise becomes increasingly fierce.In order to ensure the stable operation of the enterprise and long-term sustainable development, formulating and implementing feasible development strategy has become the inevitable selection of the enterprise for survival and development.There were seven chapters in this paper. The first chapter mainly expounded the object of study, the background of the topic, research methods, research purpose and the paper's frame. The second chapter gave a brief overview of related concepts and theories of Strategic Management, which were the basis of the following research. In the third chapter, we knew the opportunities and threats existed in the external environment on the analysis of externally strategic environment and the industry structure of Shandong Zhongxiang Group clearly. In the fourth chapter, We mainly analyzed the internal resources and abilities of the corporation, in order to grasp the company's own advantages and disadvantages. Based these analysis, we used SWOT matrix to analyze and sets up the development strategy roughly in the fifth chapter, and then we give a specific analysis of future strategic choice on company level strategy and business level strategy. In Chapter 6, we discussed how to ensure the implementation of the strategy, which aims at the established strategy. For that, we materialized the measures of strategy implementation from the organizational structure, human resources, industrial structure and the corporate culture, which made us draw out the specific direction of the future work. The content of Chapter 7 was the concluding remark, which offered the summary of the research conclusion and the deficiency.Through the research and analysis, we got the conclusions as follows:Zhong-xiang Group should adopt expansionary, low-cost and diversification strategy to improve the advantage of competition and realize the enterprise's sustainable development in future. We should optimize the industrial structure, make rational scheme of distributing resources and use the high-tech industry to be the front level of the industry. We also should establish and improve the recruitment system to import the elite. In addition, we should use flexible and frontier theory to establish flexible plans, in order to deal with the constantly changeable environment and enhance the competitiveness, which is also a necessary choice.