Reserch On Coal Chemical Industry Of Shen Hua Ningxia Coal Industry Group.,Ltd

Coal is the main energy in China, and also many important chemical raw materials, in recent years, new coal chemical industry and social economy continue devloped in high speed. But all demands for construction of large coal chemical project to National Energy Bureau requirements in the "12th Five-Year Plan" has reached104requirements. Preliminary estimated, the total investment will be over2trillion yuan, which lead the tagert faces enormous pressure of total use of coal consumption42tons in he "12th Five-Year Plan".At the same time, because the initial investment projects have been started to output, coal chemical products prices have been a few years ago persistent fell sharply. On the other hand, as fund intensive, technology intensive and resource intensive industries, coal chemical’s profitability has not yet been folly demonstrated and recognition, currently operating projects in China are mostly still in the pilot phase.These problems are also embodied in the Shenhua Ningxia coal chemical plate. How is the situation happened that the company transited from consecutive losses to profitability after the investment, and how to achieve a healthy, rapid and efficient development, has become a research topic of this article.In this paper, Potter Theory and SWOT analysis reveals the inviroment of industry and the market, of which Shen Hua Ningxia Coal Industry Group.,Ltd is in, with the ways that interpreting national policies from both macro and micro sides, analysing market operation ruls, and countermeasures puted forward. This paper argues that competition in the industry, Shenhua Ningxia Coal Group should focus on threats of alternatives and power of buyers, so as to take a leading cost and differentiation strategy. And through market analysis, Shenhua Ningxia Coal Group has a lot of advantages and opportunities, as well as there are weaknesses and threats such as insufficient effective productivity, lack of talent, overcapacity, weak markets etc, and thus by enhancing product quality control, improve the management level, optimizing resource allocation and other means to obtain a series of results. This paper recommends that further companies should further highlight its advantages, make full use of national policy, closely linked markets, in order to achieve its ambitious blueprint.