YN Corp’s Coal Marketing Strategy Research

2011for the coal industry, was a key turning point in the development of industry, both the economic at home and abroad has began recovery.First from the global angle view, world economic has recovery from financial crisis, global all large industry of economic operations situation are has basic are in development track Shang, which coal industry also began fast development, global on coal of demand has increased, then coupled with global oil volume supply also in does not stability State, while oil constantly rose, these factors will led coal in global range within of needs will further increased, people increasingly will coal as can alternative sexual of energy. Overall, the coal industry in the world, is making continuous development. From the domestic ranges to see, in our "Twelve-Five" in the planning, the Government relocated to China’s economic landscape will be classified to the adjustment of China’s focus on the development of the energy sector of industry, and has developed and introduced a set of policies to strengthen safety in production of coal industry structure optimization and to further enhance the economic performance of the coal industry. However, since recent years, excessive use of energy worldwide, coupled with the frequent natural disasters, worldwide in the energy crisis situation. Domestic coal stockpiles in China Although relatively abundant, but not excessive exploitation of scientific exploration, natural disasters, and so, has led to a decline in coal resource storage area under the. At present, rising domestic demand for coal, the coal industry is still in a good state of development, but significant reduction in coal stocks increased competition in the coal industry. Therefore, coal enterprises to survive in the fierce competitive environment and development, scientific and effective marketing methods is needed to improve the competitive ability of the enterprise, to seize the opportunity to avoid threats, overcome the weak, take advantage of its strengths, for more long-term development.So, this paper is based on large market marketing related of literature, and combination has meaning can coal company reality, used theory knowledge and reality phase combination of way, using science of management learn research tools, first, by PEST model research has coal industry of macro environment, using Porter of five force mode analysis coal industry is located of industry environment, and by SWOT analysis method research current coal enterprise of internal environment, including its advantage, and disadvantage and by faced of opportunities and threat. Theory of management by widely recognized at home and abroad and the comprehensive analysis of research methods in management of external environment condition in coal enterprises, for article research groundwork for the coal company’s marketing strategy. Second, combined with coal company’s actual situation, further analysis YN company’s specific macroeconomic environment, in-house, and industrial environments, and thus to the YN market opportunities and threats faced by the company, itself has carried out a detailed study and analysis of advantages and disadvantages. In full discussion coal industry future of development environment and development trend of Foundation, combination meaning can company of reality, developed has meaning can company development of market marketing plans, and made has series of implementation measures, respectively from products policy, and pricing policy, and channel policy, and promotions policy four species policy of formed of market marketing policy combination for meaning can company of future development, provides has for of marketing thought, and developed future enterprise development of corresponding of market marketing policy, Can help companies survive in the fierce market competition environment and development. Adopted for the future development of the company, provide for marketing ideas, and devising the appropriate marketing strategy for enterprise development, can help companies survive in the fierce market competition environment and development.