Shenhua Energy Company Development Strategy Research In Xinjiang

Coal is the foundation of the national energy, important materials is related to the national economy and people’s livelihood. Coal industry for rapid development of Chinese economy provides a nearly two-thirds of energy at a time, effectively support the sustained and rapid development of national economy. The coal industry’s stability and healthy development is of great significance to the development of national economy. For a long time, coal in our country are the constituents of the primary energy production and consumption account for larger proportion, coal resources of the country’s proven 87.4% of the total energy resources, occupies the absolute dominance, is China’s only can rely on the basis of energy. In this paper, the research object of Shenhua Xinjiang energy co., LTD.(hereinafter referred to as Shenhua Xinjiang company) is the subsidiary of Shenhua group, Mainly engaged in coal production, washing and processing, thermal power, urban heating and other industries, is the largest state-owned key coal enterprises in Xinjiang. This paper mainly studies Shenhua energy company development strategy in Xinjiang, through the empirical analysis, normative analysis, comparative analysis and other methods, in carefully combed, review based on the research status at home and abroad, from the current macro environment, industry environment and microcosmic environment two aspects of competitive strategy for the company, management strategy for Shenhua Xinjiang intensive analysis of the current development strategy of the company, put forward the problems existing in the Shenhua energy company development strategy in Xinjiang..After analysis, it is concluded that the following:(1)Summarizes the characteristics of the coal industry in Xinjiang situation.Think of Xinjiang coal industry development appeared some new gratifying change, mainly reflects in: Economy growing strong, a boom in coal production; Increase of concentration of industries, big base and group construction is strengthened; strengthening technical innovation; resources and environment protection is strengthened and so on. At the same time of made gratifying change, the coal industry in Xinjiang situation is still grim, mainly reflects in: changes in market supply and demand, excess intensifying worries; Resources guarantee ability is weak, waste is serious; Small scale coal mine, equipment level is low; Security situation grim, a difficult task for environmental protection.(2) Through to the Shenhua Xinjiang company’s external environment and internal conditions of analysis, think the company is the development of both opportunities and challenges, combined with the advantages and disadvantages of god in the new company, carries on the SWOT analysis the company problems two aspects of competitive strategy, on the one hand, macroscopic policy support will be weakened, the country’s support for clean energy increasing; On the other hand, gradually reduce the coal product advantage, Shenhua Xinjiang company currently products do not have strong market competitive advantage. At the same time think the company management strategy is the following two questions is a diversified bottlenecks.(3) Based on the related theory of strategic management, Shenhua Xinjiang company’s development strategy can be divided into near, medium and long-term goal three stages, to reposition for Shenhua Xinjiang company, under the leadership of Shenhua group, highlight the transformation of coal mining business, completes the traditional regional coal market development, actively promote the coal conversion, In the next five years make Shenhua Xinjiang company has domestic advanced production and management level, possession of Xinjiang coal market more than 30% of the domestic first-class energy company, the Shenhua Xinjiang company in 2020 to become internationally advanced production and management level, 50% of Xinjiang coal market, economic benefits to achieve the domestic first-class international energy companies of the industry average. In this article is to Shenhua Xinjiang company policy and market strategy optimization under the background of the two big a try, for the company, it has reference significance for long-term sustainable development in Xinjiang.