Shandong Energy Group New Energy Resources Strategy Research Based On PEST And SWOT

With the acceleration of the process of industrialization and urbanization, China’s energy demand is growing, resource bottle necks become apparent, which results to heavy ecological pressure, like PM2.5problem. In this situation, promoting energy production and consumption revolution, changing the way of energy production, has become the consensus of the whole society, and will have a profound impact on the development strategy of our traditional energy companies.Energy green transformation, must co-ordinate the development of energy and ecological environment, from over-reliance on traditional fossil fuels gradually shift to rely more on new energy and renewable energy; must be through the development of new energy, renewable energy, and gradually reduce fossil energy in primary the proportion of energy consumption, reduce emissions of pollutants and greenhouse gases, green energy security for sustainable development of society. In the12th Five-Year Plan of National Economic and Social Development ",2015, non-fossil energy shall be accounted for11.4%of the primary energy consumption, developing new energy has been elevated to a strategic height in the macro policy level, and traditional energy enterprise transformation to the new energy industry has been encouraged. Faced with the dual pressures of resources and the environment, the only way that ultimately business diversified development and sustainable development is actively developing new energy such as wind, solar, biomass, ocean energy, etc, which will extend the industrial chain of traditional energy companies and tap new profit growth point.As a provincial state-owned companies and Fortune500companies with200,000employees, Shandong Energy Group is facing an urgent problem that how to achieve the strategic optimization and adjustment from the traditional coal mining enterprises to enter the wind, solar, biomass and other new energy fields. How to make use of existing resources, technology and talent advantages, choose the right development model, and the right strategy, is the key factor to determine the success or failure of new energy development strategy of Shandong Energy Group. This paper uses the domestic and international strategic management theory and scientific analysis method, based on the actual transformation of the traditional energy companies, using a combination of qualitative and quantitative research methods, through the collection and analysis of national and Shandong Province environment for the development of new energy and Shandong Energy Group information Shandong Energy Group New Energy Development Strategy of ideas and methods were discussed.At first, through researching the basic situation of energy development in Shandong Province and the whole country, analyzing in-depth the power generation installed capacity and power generation and other indicators; future energy demand and new energy power generation prospects in Shandong province have been predicted. Meanwhile, electricity markets at all levels have been assessed, combining the national and local industrial policy and power development strategy, economic and social development.Secondly, using the SWOT matrix, the internal and external environment of Shandong Energy Group have been analyzed comprehensively, an objective analysis of the opportunities and threats faced by the enterprise, clearly pointed out the advantages and problems, and put forward the strategy targeting.Finally, according to the analysis results and combined with the development experience of new energy sources at home and abroad, new energy development strategy of Shandong Energy Group has been proposed, and strategy safeguard has been proposed too, from the five aspects which is strategic planning, capital operation, personnel security, innovation system and power industry development.