神华销售集团经营战略研究

发布时间：2018-04-17 07:52

本文选题：经营战略 + SWOT分析法　；参考：《兰州交通大学》2017年硕士论文

【摘要】：煤炭作为我国最主要的基础能源和工业原料,在能源消费结构中占有着重要的地位。近年来,受全球经济增速放缓、国家产业结构升级和供给侧改革影响,煤炭销售市场进入下行通道。如今,我国主要煤炭企业面临着增长速度换档期、结构调整阵痛期、前期刺激政策消化期“三期叠加”的特定阶段。面对经济发展“新常态”,刚刚走出煤炭产业黄金10年的煤炭企业如何适应新常态、如何在经济下行期保持竞争力,尤其是如何解决在前期高回报预期下得高速投资导致煤炭产能集中释放,市场供给过剩问题已成为我国煤炭企业不得不思考的问题。神华集团是我国最大的煤炭供应商,是我国煤炭行业的领跑者。自1995年成立以来,公司形成了集矿、电、路、港、航、煤化工一体的经营模式。神华销售集团是神华集团的全资子公司,是神华集团对外销售的主要窗口,销售业务覆盖我国大部分区域,是我国最大的煤炭销售企业。2015年神华销售集团完成煤炭销售3.6亿吨,占神华集团整体销量的73%。在新的市场环境下,如何发挥销售的“龙头”作用,确保集团公司“一体化”经营安全、高效运转是神华销售集团必须解决的问题。本文以神华销售集团为例,首先对经营战略等相关理论进行梳理,在一系列相关文献的基础上,根据我国煤炭产业现状和神华销售集团经营战略存在的问题,运用SWOT分析法对神华销售集公司内部因素中的优势与劣势、外部环境中的机会与威胁进行分析和评价。神华集团的核心竞争力在于“一体化”经营,神华销售集集团在新的市场环境和政策环境下,如何充分发挥自身优势,提高市场占有率促进“一体化”经营平稳、高效运转是公司经营战略的核心。然后,通过构造SWOT分析模型,对神华销售集团经营战略做出了选择,提出了发展型的经营战略,通过发挥自身优势,把握外在环境中的机会,积极拓宽市场,提升市场占有率。确定了神华销售集团公司的经营战略目标,根据神华集团“十三五”规划目标,提出了神华销售集团经营战略目标和企业发展愿景。明确了经营战略目标的具体实施方法,据此提出了营销战略、低成本战略、品牌战略、差异化战略、客户战略、人力资源战略等一系列保障措施以此确保公司经营战略的实现。本文详细论述了在经济发展“新常态”下,神华销售集团的经营战略,特别分析了神华销售集团的内在优势与劣势、外在机遇与威胁,并提出了切实有效的战略实施路径,为我国煤炭企业在经济发展“新常态”下的经营战略制定提供借鉴。
[Abstract]:As the most important basic energy and industrial raw material, coal occupies an important position in the energy consumption structure.In recent years, under the influence of the global economic growth slowdown, the upgrading of national industrial structure and supply-side reform, the coal sales market has entered the downward channel.Nowadays, the main coal enterprises in our country are faced with the specific stage of the shift period of growth rate, the period of structural adjustment and labor pain, and the period of "three stages superposition" in the early period of stimulus policy digestion.In the face of the "new normal" of economic development, how can coal enterprises, which have just emerged from the golden decade of the coal industry, adapt to the new normal and remain competitive in the downward period of the economy?In particular, how to solve the problem of concentrated release of coal production capacity caused by high investment in the early period of high return expectation, the problem of excess market supply has become a problem that our coal enterprises have to think about.Shenhua Group is the largest coal supplier in China and the leader in China's coal industry.Since its establishment in 1995, the company has formed a mine, electricity, road, port, shipping, coal chemical industry integrated business model.Shenhua sales Group, a wholly-owned subsidiary of Shenhua Group, is the main window of Shenhua Group's foreign sales. The sales business covers most areas of China and is the largest coal sales enterprise in China. In 2015, Shenhua sales Group completed 360 million tons of coal sales.Shenhua Group accounted for the overall sales volume of 73.In the new market environment, how to give play to the "leading role" of sales, ensure the group company "integrated" operation safety, efficient operation is the Shenhua sales group must solve the problem.In this paper, Shenhua sales Group as an example, first of all, the management strategy and other related theories are combed, on the basis of a series of related documents, according to the current situation of China's coal industry and the problems of Shenhua sales Group management strategy,This paper analyzes and evaluates the advantages and disadvantages in the internal factors of Shenhua Sale Collection Company and the opportunities and threats in the external environment by using the SWOT analysis method.The core competitive power of Shenhua Group lies in "integration" management. Under the new market environment and policy environment, Shenhua sales Group should give full play to its own advantages and increase its market share to promote the smooth operation of "integration".Efficient operation is the core of the company's business strategy.Then, by constructing the SWOT analysis model, this paper makes a choice on the management strategy of Shenhua sales Group, and puts forward a developmental management strategy. By exerting its own advantages, grasping the opportunities in the external environment, it actively broadens the market and promotes the market share.According to the "13th Five-Year Plan" of Shenhua Group, the management strategic goal and enterprise development vision of Shenhua sales Group are put forward.A series of guarantee measures such as marketing strategy, low cost strategy, brand strategy, differentiation strategy, customer strategy, human resource strategy and so on are put forward to ensure the realization of the company's management strategy.This paper discusses in detail the management strategy of Shenhua sales Group under the "New normal" of economic development, especially analyzes the internal advantages and disadvantages, external opportunities and threats of Shenhua sales Group, and puts forward a practical and effective strategy implementation path.It provides reference for the coal enterprises in our country to make the management strategy under the "new normal" of economic development.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.21;F274

【参考文献】