Study On Group Coal Marketing Strategy

By the world economic downturn and the impact of the economic downturn, the growth rate of energy demand in the slowdown, the domestic coal market has changed a lot,from the seller’s market to the buyer’s market changes. First economy of our country has entered the switch to upgrade the structure adjustment of the speed of development period,secondly the growth of hydropower, wind power, nuclear power compression power growth space, also state environmental protection policies on the coal industry is huge,while imports coal competition will also continue to increase competition in the domestic coal market, coal enterprises will face bigger management risk. D group as a large state-owned coal group, the mine, road, electricity, port integration business model to maintain a certain competitive power in the downlink, the coal market, but how to take the advantage of group D, how to improve to the shortcomings of the current economic environment, marketing strategic planning is essential. In this paper, based on the marketing environment analysis theory and SWOT analysis model, STP marketing theory and Porter’s competition theory based on the basis, a detailed analysis of the currently coal market marketing environment, market characteristics and coal industry development and the coal enterprise marketing characteristics, and coal enterprises unique mode of operation and competition analysis. Through the investigation and study to the large-scale coal enterprise D group. Analysis running status and with the current coal market to adapt to the situation, combined with the coal industry’s overall marketing environment and competition status on the group’s marketing environment SWOT comprehensive analysis,target market segmentation and positioning, and then put forward the marketing strategy,widely used in the original large-scale coal enterprises cost leading strategy based on should adopt differentiation strategy, to form a strong enterprise competitiveness, to deal with the coal market downturn of the situation. On the basis of this proposed strategy implementation measures and guarantee, including to expand market share, pay attention to the big customer win-win cooperation, to develop the market of new products, do a good job of production marketing communication and coordination, promotion of electronic trading platform, establish a brand image and flexible price strategy etc.. At the same time,a series of strategies are put forward to carry out security measures, so as to have practical guidance and reference value..