摘 要
新疆是我国重要的战略性能源接替区，由于长期受制于运输瓶颈的制约，煤
炭行业一直处在粗放型的增长过程中，本土企业成长缓慢。很多企业都在积极地
寻找走出困境的有效途径，而多元化发展战略是一种可行的举措。在新疆区域经
济跨越式发展和承接东部产业转移的过程中，很多煤炭企业正在考虑借助这一机
会，实现增长方式的转变，开展多元化发展，变被动为主动。但实施多元化发展
战略，要基于自身的核心竞争力，因地制宜地选择适合自己的多元化产业，否则
会因行业选择不当，而处于被动地位。

本文在借鉴前人对于企业多元化战略和核心竞争力理论研究的基础上，分析
了企业核心竞争力和企业多元化经营战略的内在联系，以新疆天然能源集团——
一家煤炭企业为例，从核心竞争力的角度，通过研究新疆煤炭企业多元化发展的
动因，分析企业多元化发展的必要性，结合内外部条件，探讨新疆煤炭企业基于
核心竞争力的多元化发展的可行性，并得出新疆煤炭企业要想为持续盈利提供保
障，多元化发展是一个有效的途径这一结论；结合企业本身的优劣势、面临的机
遇和挑战，进行核心竞争力评价，通过确定战略类型和行业进入方式选择，为多
元化经营战略实施提供方案，构建出基于核心竞争力的企业多元化经营战略框
架，为企业寻求多元化发展提供一种思路。

关键词：煤炭企业；核心竞争力；多元化战略；新疆
Abstract
Xinjiang is one of important strategic energy bases in China. Conditioned by
transport bottlenecks, the coal industry of Xinjiang has been in the process of
extensive growth mode for a long time and local enterprises grow slowly. Many
companies are actively looking for an effective way out of the woods, while the
diversified development strategy is a feasible measure. Plenty of coal enterprises are
to consider using this opportunity to achieve growth pattern change, carrying out
diversified development, changing from passive to active in the course of regional
economic leapfrog development in Xinjiang and to undertake industrial transfer from
Xinjiang to eastern China. The diversified development strategy, however, should be
based on their core competitiveness. It is necessary to select suitable industries in the
light of local conditions; otherwise they would be in a passive position.
On the basis of predecessors, this paper analyses inherent relationship between
diversified development strategy and the theory of core competitiveness. With
Xinjiang Natural Energy Group--a coal company as an example, the paper trying to
explore the possible ways of diversification strategies from a theoretical point of
Xinjiang's coal enterprises which are based on the core competitiveness of the
possible ways of diversification strategies. In view of the impact of the internal and
external environment, diversification is an effective way to sustained profitability.
Through the evaluation and environmental analysis of the core competitiveness of
enterprises, this paper, and through analysis of the advantages, disadvantages, the
opportunity that faces and challenge, puts forward the construction of Xinjiang's coal
enterprises diversification strategy and its implement steps. Providing a train of
thought for the enterprises seek the way of diversified development.
Key words：Coal enterprises, Core competency, Diversification Strategy, Xinjiang