本文選題：經(jīng)營(yíng)戰(zhàn)略 + SWOT分析法�。� 參考：《蘭州交通大學(xué)》2017年碩士論文

【摘要】：煤炭作為我國(guó)最主要的基礎(chǔ)能源和工業(yè)原料,在能源消費(fèi)結(jié)構(gòu)中占有著重要的地位。近年來,受全球經(jīng)濟(jì)增速放緩、國(guó)家產(chǎn)業(yè)結(jié)構(gòu)升級(jí)和供給側(cè)改革影響,煤炭銷售市場(chǎng)進(jìn)入下行通道。如今,我國(guó)主要煤炭企業(yè)面臨著增長(zhǎng)速度換檔期、結(jié)構(gòu)調(diào)整陣痛期、前期刺激政策消化期“三期疊加”的特定階段。面對(duì)經(jīng)濟(jì)發(fā)展“新常態(tài)”,剛剛走出煤炭產(chǎn)業(yè)黃金10年的煤炭企業(yè)如何適應(yīng)新常態(tài)、如何在經(jīng)濟(jì)下行期保持競(jìng)爭(zhēng)力,尤其是如何解決在前期高回報(bào)預(yù)期下得高速投資導(dǎo)致煤炭產(chǎn)能集中釋放,市場(chǎng)供給過剩問題已成為我國(guó)煤炭企業(yè)不得不思考的問題。神華集團(tuán)是我國(guó)最大的煤炭供應(yīng)商,是我國(guó)煤炭行業(yè)的領(lǐng)跑者。自1995年成立以來,公司形成了集礦、電、路、港、航、煤化工一體的經(jīng)營(yíng)模式。神華銷售集團(tuán)是神華集團(tuán)的全資子公司,是神華集團(tuán)對(duì)外銷售的主要窗口,銷售業(yè)務(wù)覆蓋我國(guó)大部分區(qū)域,是我國(guó)最大的煤炭銷售企業(yè)。2015年神華銷售集團(tuán)完成煤炭銷售3.6億噸,占神華集團(tuán)整體銷量的73%。在新的市場(chǎng)環(huán)境下,如何發(fā)揮銷售的“龍頭”作用,確保集團(tuán)公司“一體化”經(jīng)營(yíng)安全、高效運(yùn)轉(zhuǎn)是神華銷售集團(tuán)必須解決的問題。本文以神華銷售集團(tuán)為例,首先對(duì)經(jīng)營(yíng)戰(zhàn)略等相關(guān)理論進(jìn)行梳理,在一系列相關(guān)文獻(xiàn)的基礎(chǔ)上,根據(jù)我國(guó)煤炭產(chǎn)業(yè)現(xiàn)狀和神華銷售集團(tuán)經(jīng)營(yíng)戰(zhàn)略存在的問題,運(yùn)用SWOT分析法對(duì)神華銷售集公司內(nèi)部因素中的優(yōu)勢(shì)與劣勢(shì)、外部環(huán)境中的機(jī)會(huì)與威脅進(jìn)行分析和評(píng)價(jià)。神華集團(tuán)的核心競(jìng)爭(zhēng)力在于“一體化”經(jīng)營(yíng),神華銷售集集團(tuán)在新的市場(chǎng)環(huán)境和政策環(huán)境下,如何充分發(fā)揮自身優(yōu)勢(shì),提高市場(chǎng)占有率促進(jìn)“一體化”經(jīng)營(yíng)平穩(wěn)、高效運(yùn)轉(zhuǎn)是公司經(jīng)營(yíng)戰(zhàn)略的核心。然后,通過構(gòu)造SWOT分析模型,對(duì)神華銷售集團(tuán)經(jīng)營(yíng)戰(zhàn)略做出了選擇,提出了發(fā)展型的經(jīng)營(yíng)戰(zhàn)略,通過發(fā)揮自身優(yōu)勢(shì),把握外在環(huán)境中的機(jī)會(huì),積極拓寬市場(chǎng),提升市場(chǎng)占有率。確定了神華銷售集團(tuán)公司的經(jīng)營(yíng)戰(zhàn)略目標(biāo),根據(jù)神華集團(tuán)“十三五”規(guī)劃目標(biāo),提出了神華銷售集團(tuán)經(jīng)營(yíng)戰(zhàn)略目標(biāo)和企業(yè)發(fā)展愿景。明確了經(jīng)營(yíng)戰(zhàn)略目標(biāo)的具體實(shí)施方法,據(jù)此提出了營(yíng)銷戰(zhàn)略、低成本戰(zhàn)略、品牌戰(zhàn)略、差異化戰(zhàn)略、客戶戰(zhàn)略、人力資源戰(zhàn)略等一系列保障措施以此確保公司經(jīng)營(yíng)戰(zhàn)略的實(shí)現(xiàn)。本文詳細(xì)論述了在經(jīng)濟(jì)發(fā)展“新常態(tài)”下,神華銷售集團(tuán)的經(jīng)營(yíng)戰(zhàn)略,特別分析了神華銷售集團(tuán)的內(nèi)在優(yōu)勢(shì)與劣勢(shì)、外在機(jī)遇與威脅,并提出了切實(shí)有效的戰(zhàn)略實(shí)施路徑,為我國(guó)煤炭企業(yè)在經(jīng)濟(jì)發(fā)展“新常態(tài)”下的經(jīng)營(yíng)戰(zhàn)略制定提供借鑒。
[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.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.21;F274

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