The Study On Coal Enterprise Marketing Performance Index

Sales in the integration of coal resources and coal under the background of marketization, large state-owned coal group is generally adopted a concentrated marketing strategy planning, which requires careful study coal enterprises coal market characteristic, implements the elaborating management for the coal marketing work, enhance the enterprise market competition ability. This paper analyzes the present situation of coal market and the problems, and based on the theory of marketing engineering construction and puts forward the four dimensions of coal marketing performance evaluation index system, namely the production and marketing closely depending degree index, quality index, the index of market effect and the cooperation satisfaction index, through structural equation model were first on the index system modeling, modeling, and then to the overall index system and analysis of the validity and reliability of model, verify the four-dimensional coal marketing performance evaluation index system is reasonable. The system can objectively reflect and evaluate the quality and effect of the coal marketing work, measure (supply), transport, production need to (customer, market) degree of close relationship, can reflect the marketing management guidance, make more coordinated various departments work, realize scientific marketing process and intensification, improve sales team performance.