Research On Marketing Strategy Of Yitai Coal Chemical Products

Coal chemical industry is divided into two parts:traditional coal chemical industry and modern coal chemical industry. Traditional coal chemical industry mainly includes Ammonia, methanol, coke and calcium carbide. Modern coal chemical means those alternatives to petroleum or petrochemical products, at present, includes Coal oil, coal-to-olefins, coal-to-dimethyl ether, coal gas, coal-to-glycol and other organic materials.Relying on coal resources, YITAI group vigorously extend the industrial chain, established Inner Mongolia Yitai Coal Liquefaction Co., Ltd. which mainly engaged in coal oil industry. If YITAI wants to make profits, it needs Strong marketing capability. Through SWOT analysis, this thesis summed advantages and disadvantages of Yitai Coal Chemical product marketing, and the suitable marketing Strategy. By extension, hope to give some inspiration on coal chemical products marketing in Inner Mongolia. In the mean time, provide a useful reference for others.The Research Methods of this article includes:survey, Literature research, case study.Through data collection, introducing YITAI Group LTD., analyze this company on how they operate coal chemical productes and how do they sale them, describe the marketing strategy and implementation measures of coal chemical products specifically. Especially, consider the condition of current air pollution, emphasis on green marketing; establish a green marketing brand of YITAI.The original contributions of the thesis include:Firstly, Using SWOT to analyze the marketing strategy of YITAI Group LTD. in detail;Secondly, Concluded the suitable Marketing strategy and implementation measures of coal chemical products.Thirdly, conbine the current envirment conditions of China, establish green marketing brand of YITAI to contribute to the clean air condition.