论文首先就SD公司当前所处的外部宏观环境进行简要分析，认为SD公司正面临着
诸如国家产业结构性调整加快、产业规划布局继续战略性西移、煤炭开采利用相关技
术支撑、所处区域行业发展环境、潜在进入者壁垒较高带来、供应商侃价能力较弱等
许多机遇；同时也面临着行业政策监管、煤炭需求量下降、替代能源兴起、竞争对手
竞争激烈、顾客侃价能力增强等五大威胁。接着运用调查法，调查分析得出煤炭行业的
关键成功因素包括公司品牌建设、管理创新、QHSE管理体系建设、总成本管理、生产运
作等五大能力。其次，对SD公司内部资源条件及核心能力进行分析，得出其相对优势表
现在公司品牌建设、QHSE管理体系建设、总成本管理、财务资源保障、设备资源保障、
信息和知识资源保障、技术创新、采购外包、生产运作等九大能力方面，其核心能力为公
司品牌建设、QHSE管理体系建设、总成本管理、生产运作等四大能力；劣势表现在管理
创新、人力资源保障、煤炭资源获取、营销管理等四方面能力方面。接下来，运用IE矩
阵分析确定SD公司的总体发展方向为扩张战略；在基于该公司的外部机遇和威胁、内部
优势和劣势，运用SWOT矩阵制定出可供SD公司备选的发展战略方案为市场渗透、市
场发展、产品发展、横向一体化、管理重建和紧缩等六大发展战略。然后，通过定量评
价与定性评价相结合，评价选择出SD公司未来的发展战略是在实施管理重建战略，提升
公司管理能力的基础上，实施市场发展和产品发展战略。最后，对战略方案的有效实施
和核心能力的培植从“提升管理创新、加强人力资源管理、提高营销管理、持续加强
技术创新、继续保持生产运作”六个方面，提出SD公司发展战略实施保障措施的具
体建议
【关 键 词】煤炭企业 发展战略 SWOT分析 战略评价
【论文类型】应用研究
Abstract
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Title: Research on the development strategy of SD Coal Group
Specialty: Business management
Name: Yu Dongli Signature:
Tutor:Liu Shuqing Signature:
Abstract
Under the new economic norm, the coal industry by overcapacity, the impact of weak
market, after the end of the golden peak development period will enter a new period of
transformation and development. At present, in the country to further promote the supply side
structural reform under the background of coal enterprises, how to size up the situation, with its
own characteristics, formulate the development strategy to adapt to fierce competition in the
external environment, enhance the core competitive ability, has become a pressing matter of the
moment.
The thesis first briefly analysis the external macro environment of SD company at present,
that the SD company faces such as the national industrial structural adjustment, accelerate
industrial layout to the west strategic shift, coal mining and using related technical support, the
regional development of the industry environment, the potential entrants bring higher barriers,
weak bargaining ability of suppliers so many opportunities; also faces regulatory, industry
policy of coal demand decline, alternative energy rising, competition is fierce, customer
bargaining ability enhancement five threat. Then using the method of investigation,
investigation and analysis of the key success factors of the coal industry, including the
company's brand building, management innovation, QHSE management system, total cost
management, production operations, such as the five major capacity. Secondly, on the condition
of resources and core competence of SD company are analyzed, the relative advantage of
performance in the company's brand building, construction of the QHSE management system,
total cost management, financial resources, equipment resources, information and knowledge
resources, technological innovation, production operation, procurement outsourcing and other
nine ability, its core ability the company's brand construction, the construction of the QHSE
management system, total cost management, production and operation of large capacity four;
Weaknesses in the management innovation, human resource security, coal resources acquisition,
marketing management, four aspects of capacity. Next, analysis to determine the overall
西安理工大学工商管理硕士专业学位论文
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development direction of SD company's expansion strategy by using the IE matrix; in the
company's external opportunities and threats, internal strengths and weaknesses based on
formulate development strategy for SD company for alternative market penetration, market
development, product development, horizontal integration, management and reconstruction of
tightening six development the strategy of using SWOT matrix. Then, through the combination
of quantitative evaluation and qualitative evaluation, evaluation and selection of development
strategy of SD company in the future is in the implementation of the management strategies of
reconstruction, based on the ability of the company to improve the management, the
implementation of market development and product development strategy. Finally, the effective
implementation of the strategy and core competence cultivation from promoting management
innovation, strengthen the management of human resources, improve marketing management,
continue to strengthen technological innovation, continue to maintain production and operation
six, put forward concrete suggestions to the development strategy of SD company in the
implementation of safeguard measures.
【Key words】Coal Companies, Development Strategy, SWOT Analysis, Strategy Evaluation
【Study Type】Applying
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