Shenhua Zhuneng Group Corporation's Coal Competition Strategy Research

China's coal industry has developed rapidly with increasing coal production from 2002 to 2012,during which a group of enterprises with coal as the main pillar are also rapidly rising.However,with the continuously slump domestic economic situation since 2013,the proportion of clean energy applications has increased year by year and continued to occupy the fossil energy market share,and coal demand is also declining.The excess coal production capacity due to substantial expansion in the past decade has brought a huge impact on the coal industry in a serious oversupply situation.So,the coal market comes into a winter,and coal companies begin to face more intense market competition.In 2016,Central Economic Conference put forward promotion of structural reform as well as strategic subordinate of production capacity reduction and structure adjustment to promote the sustained and healthy economy development.Shenhua Zhunneng Group Company is a large energy company giving priority to coal mining with pithead power generation,rail transport and circular economy as a whole.So,it is particularly important to select and find the appropriate competitive strategy,seize the opportunity,and create greater value in the fierce competition of the coal industry.Using the relevant theory of western strategic management,combined with internal and external environment of Shenhua Zhunneng Group Company,the paper analyzes its advantages,disadvantages,opportunities and threats in the competition of coal industry,and obtains the selection of coal competitive strategies.This paper takes the Shenhua Zhunneng Group Company coal competition strategy as the research object,which is divided into three parts of a total of seven chapters.The first part,as the introduction and the theory review of strategic management,describes the purpose,significance,research method and content,and theory related to strategic management.The second part elaborates the development course and the problems faced by Shenhua Zhunneng Group Company,domestic and regional policy environment,economic and social environment and development trend of the coal industry.At the same time,the Michael Porter's Five Forces Model is used to make a system analysis of the coal competitive environment.In the third part,the SWOT analysis method is used to analyze advantages,disadvantages,opportunities and threats of Shenhua Zhunneng Group Company,select its competitive strategy,and give relevant implementation and safeguard measures.