Research On The Optimization Of Coal Products Structure In Perspective Of Green Marketing

The way of extensive growth of China's coal industry gives rise to serious negative externality of production: Raw coal market has long been in short supply which brings about the single productive structure and irrational use of coal products; The simple and high-intensive exploitation of coal leads to serious waste of coal resources, the serious pollution of groundwater resources, land subsidence and surface plant reduced; In the process of mining and machining of coal, a large number of associated products, coal gangue, groundwater and other reused resources have not been used effectively for a long time. The"Eleventh Five-Year Plan"of coal industry takes the environment protection, in-depth processing, structure optimization, clean use and energy conservation as the key link for future development of coal industry. It has been a pressing reality to adapt to the requirements of sustainable development and low carbon economy, taking fully advantage of the rare opportunity of"Eleventh Five-Year Plan"of coal industry, take the low-carbon and green coal as the core to accelerate the process of new industrialization of coal industry, realize the dynamic equilibrium of economy, society and ecology.Taking coal products structure as the research object and sustainable development, circular economy, green marketing, system science as theoretical basis, this thesis analyzes the existing typical non-green problems of China's coal products structure. To predict future trend of changes in demand of China's coal market as the starting point, from mining, processing and consumption three aspects of coal, this thesis takes green marketing as the idea to systematically research the optimization of coal products structure.The main points and contents of this thesis are as follows:①The main causes which cause non-green coal products structure are as follows: the failure of government policies, invalidation of market regulation, the property of coal as public goods, enterprises'pursuit of profits and internal factors etc.;②Using econometrics software (EVIEWS) to forecast the demand structure of coal market and estimate the future trend of demand of coal products, this thesis analyzes the direction of optimization of China's existing coal products structure by GE matrix and then establishes the green optimization model of coal products structure;③On the basis of green marketing theory and the forecasting of market demand, this thesis proposes optimization path of coal products structure from the government and enterprise two aspects. From the aspect of government, the government should improve the property rights of coal resources, adjust the usage of coal, establish the compensation mechanisms and adjust fiscal policy; From the aspect of enterprise, enterprises should apply the green marketing idea to the whole process of coal production, including green mining, green processing, green using and establishing a green image etc. to realize the green optimization of coal products.The innovation in this thesis may be the following aspects: combining the green marketing idea with product structure optimization, defining the concept of the optimization of coal products structure in perspective of green marketing, and proposing the green optimization model of coal products.This thesis considers that, through the optimization of coal products structure in perspective of green marketing, it can help coal enterprises to catch and adapt the change of coal market, rich the coal products system, achieve the diversification and green of development, improve the technological content of coal products, increase economic effectiveness of enterprises, reduce resource consumption and environmental pollution and accelerate the realization of green sustainable development of coal industry, which has some theoretical significance and application value.