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，是我国煤炭欧亿·体育（中国）有限公司的领跑者。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

关键词：经营战略；SWOT 分析法；煤炭产业；神华销售集团
论文类型：应用研究神华销售集团经营战略研究
- II-
Abstract
As one of the most important basic energy and industrial raw materials, coal
plays an important role in the structure of energy consumption. In recent years,
affected by the global economic slowdown, the country&39;s industrial structure
upgrading and supply side reform, coal sales market into the downstream channel.
Today, China&39;s major coal enterprises are facing the growth rate shift, structural
adjustment pains, pre stimulus digestion period three superimposed specific stage. In
the face of the economic development of the new normal, just out of the coal
enterprises of coal industry gold 10 years how to adapt to the new norm, how to
maintain competitiveness in the economic downturn, especially how to solve the
previous high returns expected too high investment led to the coal production capacity
focused on the release, the market oversupply problem has become China&39;s coal
enterprises to think of the problem.
Shenhua Group is China&39;s largest coal supplier, is the leader of China&39;s coal
industry. Since its establishment in 1995, the company formed a mining, electricity,
road, port, aviation, coal chemical business model. Shenhua trading group is a wholly
owned subsidiary of Shenhua Group, Shenhua Group is the main window of foreign
sales, sales operations covering most parts of China, is China&39;s largest coal sales
enterprises.2015 Shenhua trading group completed 3.6 tons of coal sales, accounting
for Shenhua Group&39;s overall sales of $73%. In the new market environment, how to
play the leading role of sales, to ensure that the group of integrated safe and
efficient operation of the Shenhua trading group must solve the problem.
In this paper, Shenhua Group as an example, the business strategy and other
related theories were reviewed, based on a series of related documents, according to
the problems of China&39;s coal industry status and Shenhua trading Group strategy,
using the SWOT analysis method to analyze and evaluate the advantages and
disadvantages, Shenhua trading company internal factors the external opportunities
and threats in the environment. The core competitiveness of Shenhua Group is
integration management, Shenhua trading Group in the new market environment
and policy environment, how to give full play to their own advantages, improve
market share and promote the integration management smooth and efficient
operation of the company&39;s business strategy is the core. Then, by constructing a
SWOT analysis model of Shenhua sales Group strategy to make a choice, put forward
the development of the business strategy, through play their own advantages, grasp兰州交通大学工商管理硕士（MBA）学位论文
- III -
the external environment opportunities, and actively expand the market, increase
market share. To determine the strategic target of Shenhua, Shenhua Group, according
to the 13th Five-Year planning objectives, put forward the strategic goal of Shenhua
trading Group and business development vision. The specific implementation method
of clear strategy, put forward the marketing strategy, low cost strategy, brand strategy,
differentiation strategy, customer strategy, human resources strategy and a series of
security measures to ensure the implementation of business strategy.
This paper discusses in detail the economic development of the new normal,
Shenhua trading Group management strategy, especially analyzes the internal
advantages and disadvantages of the Shenhua Group, the external opportunities and
threats, and puts forward the effective implementation of the strategy path for China&39;s
coal enterprises in economic development under the new normal business strategy
provide reference.
Key Words：management strategy；SWOT analysis method；Coal industry；
Shenhua Trading Group神华销售集团经营战略研究
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目录
摘要........I
Abstract........ II
1绪论......-1-
1.1研究背景-1-
1.2研究目的及意义-2-
1.3国内外研究现状-3-
1.3.1国外研究现状.....-3-
1.3.2国内研究现状.....-4-
1.4研究内容与技术路线....-5-
1.4.1主要研究内容.....-5-
1.4.2技术路线图.........-6-
2经营战略的相关理论综述......-7-
2.1经营战略的相关理论综述........-7-
2.1.1战略的涵义.........-7-
2.1.2经营战略的涵义.-7-
2.1.3
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