A Research On R&D Strategy Of SANYHE

China is the largest coal production country in the world, which is the main resource of energy. In recent years, with the continuous development of coal industry, the coal machinery industry also presents a rising trend. The coal machinery industry will go through a bright period. Facing the intense competition, it is a common issue that promotes the enterprises’competitiveness and build market share.This thesis chooses SANYHE as sample for study and conduct research on the company’s R&D strategy. The thesis analysis industrial competitiveness theory, strategic management theory and life cycle theory meticulously, it is the foundation for the study. Then, the thesis takes a brief introduction of SANYHE and pointed out its current situation, problems and causes of R&D. What’s more, the author analysis’the company’s external environment which involved in macro-environment, industry environment and competition environment. Using PEST analysis as a tool discusses the macro-environment from the aspects of political factors, economic factors, social-cultural factors and technical factors. Analysis the industry environment from the aspects of industry conditions, competitive situation and driving force. Introduce the company’s major competitors. Once more, the author analyses the company’s internal environment, including core competitiveness, organization structure, R&D resources and SWOT method. What’s more vital, the author develops and chooses the R&D strategy of SANYHE which the main processes, including gap analysis, setting goals, making and choosing plan and development methods. At last, the author suggests series of ways to implement the R&D strategy such as putting more investment in organization, capital, talents, motivation and mechanism.The R&D strategy is a major reason why the SANYHE could achieve praiseworthy achievement in these years. Facing the fierce competition, the R&D strategy is the inevitable choice on the foundation of external environment and internal resources.