Researches On Operation Strategy Of Shenhua Trading Group

As one of the most important basic energy and industrial raw materials,coal plays an important role in the structure of energy consumption.In recent years,affected by the global economic slowdown,the country's industrial structure upgrading and supply side reform,coal sales market into the downstream channel.Today,China's major coal enterprises are facing the growth rate shift,structural adjustment pains,pre stimulus digestion period three superimposed specific stage.In the face of the economic development of the new normal,just out of the coal enterprises of coal industry gold 10 years how to adapt to the new norm,how to maintain competitiveness in the economic downturn,especially how to solve the previous high returns expected too high investment led to the coal production capacity focused on the release,the market oversupply problem has become China's coal enterprises to think of the problem.Shenhua Group is China's largest coal supplier,is the leader of China's coal industry.Since its establishment in 1995,the company formed a mining,electricity,road,port,aviation,coal chemical business model.Shenhua trading group is a wholly owned subsidiary of Shenhua Group,Shenhua Group is the main window of foreign sales,sales operations covering most parts of China,is China's largest coal sales enterprises.2015 Shenhua trading group completed 3.6 tons of coal sales,accounting for Shenhua Group's overall sales of $73%.In the new market environment,how to play the leading role of sales,to ensure that the group of "integrated" safe and efficient operation of the Shenhua trading group must solve the problem.In this paper,Shenhua Group as an example,the business strategy and other related theories were reviewed,based on a series of related documents,according to the problems of China's coal industry status and Shenhua trading Group strategy,using the SWOT analysis method to analyze and evaluate the advantages and disadvantages,Shenhua trading company internal factors the external opportunities and threats in the environment.The core competitiveness of Shenhua Group is "integration" management,Shenhua trading Group in the new market environment and policy environment,how to give full play to their own advantages,improve market share and promote the "integration" management smooth and efficient operation of the company's business strategy is the core.Then,by constructing a SWOT analysis model of Shenhua sales Group strategy to make a choice,put forward the development of the business strategy,through play their own advantages,grasp the external environment opportunities,and actively expand the market,increase market share.To determine the strategic target of Shenhua,Shenhua Group,according to the "13th Five-Year" planning objectives,put forward the strategic goal of Shenhua trading Group and business development vision.The specific implementation method of clear strategy,put forward the marketing strategy,low cost strategy,brand strategy,differentiation strategy,customer strategy,human resources strategy and a series of security measures to ensure the implementation of business strategy.This paper discusses in detail the economic development of the new normal,Shenhua trading Group management strategy,especially analyzes the internal advantages and disadvantages of the Shenhua Group,the external opportunities and threats,and puts forward the effective implementation of the strategy path for China's coal enterprises in economic development under the new normal business strategy provide reference.