| The coal i ndustry is one of the pillar industri es of China, which have went through it s gol den ye ar s and i nto its down cycle. The ex ternal perform ance is shown in s ome aspects such as overcapaci ty, falling prices, high inventori es and di fficulties in businesses operation. In t his market environment, with coal as its main bus iness the HD gr oup can not es cape itself from robbery. And with the poor sales of it s coal products, with the decline of its coal prices, and with the increasing prominent of the internal management system or mechanism questions, coal marketing manageme nt al so present s i t inabi lity to adapt to the Chinese economy, such as the weak awareness towards strategic succes s and brand, t he repositi oning of m arket, the fragmentation of management, t he relative weakening and diffi cult ies in managing and optimi zing the human resourc e, as well as the fusion of function between depar tm ents.Bas ed on the practical marketing facts of HD gr oup company and with t he help of some resea rch met hods such as PES T and SWOT, t his paper m akes an analys is of the changes of the company’s internal and external situation, and finds out the advantages and disadvantages of the company and the opportuniti es and challenges it encountered. The existence of problems in some aspec ts, such as m arketing strategic awareness, market positi oning, product quality and products differentiated,ex acerbated the difficult y in sale and decreased market competitiveness of enterprises.Due to t hese facts, t his paper proposes a series of measures for the coal market ing strat egy, such as brand strategy, market development strategy, and gr een devel opment strat egies; and proposes some other support measures, such as culture i mplement ati on of construction, insti tutional mechanism construct ion, construction personnel, i n order to promote the t ransformation and upgradi ng of enterprises and to meet the needs of enterprise long term sust ainable devel opment. |
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