The Market Competition Strategic Analysis And Selection Of Longmay Mining Holding Group

Coal is the primary energy of our country,and coal industry belongs to the important energy-based industries in our country.Therefore,the sustainable development of our economy is also affected by the production and operation of coal enterprises.As the largest coal enterprise in Northeast China,Longmay Mining Holding Group has an important influence on the development of regional economy,however,due to the historical and practical reasons,the current operating conditions of the enterprise are not optimistic.On the basis of extensive access to relevant information,in-depth investigation of the development status of the coal industry and the actuality of the management of its operation,the advantages and disadvantages of Longmay in the process of market competition were comprehensively analyzed in this thesis,started with three key factors “the enterprise itself,the major customers and the main competitors”,based on the idea of 3C’s Strategic Triangle Model,in order to help Longmay enhance its market competitiveness and speed up its transformation and upgrading.The conclusion that the disadvantage of the internal environment was greater than the advantage was found by the IFE matrix analysis.On the basis of extensive research,the conclusion that the customer relationship was not stable was found by the analysis among the four companies which were selected as the main customers,such as Anshan Iron and Steel Enterprise,Benxi Iron and Steel Group,Daqing Petrochemical Company and Jilin Petrochemical Company.Core competencies of Shanxi Coking Coal Group as the main competitor in the domestic coking coal market and Shenyang Coal Industry Group as the main competitor in the northeast region of Longmay were detailed analyzed by comparative analysis method,and compared with it.The main reasons for the lack of competitiveness of enterprises was found.According to the analysis among enterprise,customers and competitors,three kinds of enterprise competitive strategy led by cost-saving,led by large customers and led by differentiation were put forward based on the clear principle of competitive strategy selections.Finally,the market competition strategy led by differentiation was selected according to the current economicenvironment,regional environment and marketing conditions of Longmay.In order to ensure that the selected competitive strategy could meet the actual needs of the enterprise.The differentiations based on service,product and management were used to increase customer viscosity,seize market share and enhance core competitiveness.The safeguard measures of organizational,corporate policies,human resources,capital,technology and culture were proposed,in order to ensure that the selected and developed differentiated strategic could be successfully implemented.And ensured that the measures adopted by the differentiated strategic could be implemented in a practical and effective manner.