The Studyofthe Marketing Strategyin The China Coal Energy Shandong Company Limited

Based on the theories of marketing, this paper probes into the problems of coalmarketing. Beginning from the system development of the coal marketing, it mainlyanalyzes the internal and external marketing environments of the China Coal Energy Co.,Ltd Shandong; it quantifies the strengths, weaknesses, opportunities and threats of itsmarketing; it proposes specific objectives of coal marketing strategies for this company;according to these objectives, it establishes the product strategy, pricing strategy, channelstrategy, promotion strategy and marketing concept restructuring strategy.First, it introduces the distribution of coal areas and the yield trend of; it forecasts andanalyzes the demanding of coal, as well as analyzes the price of coal on the market; and itelaborates the history, system characteristics and the current problems of coal marketingcomprehensively and systemically.Second, the macro, industry and marketing environments of the company areanalyzed. In terms of macro environments, it analyzes the policy environment, economicenvironment, social environment and technology environment; in terms of industryenvironments, it explains the industry characteristics, development trend, customercharacteristics and competition environment; in terms of marketing, it explores marketsize, coal demanding and supplying methods.Again, the basic overview of Central Coal Shandong company is introduced. Itanalyzes the marketing situation in terms of organization structure, market share, customerstructure and other aspects; at the same time, it analyzes some problems in the marketingprocess. And the strengths, weaknesses, opportunities and threats of its marketing areanalyzed with SWOT analysis method.Finally, according to the results of SWOT analysis, the guidelines of coal marketingstrategies and specific objectives for the company are put forward in system; in view ofthe coal marketing strategies objectives, this paper makes product strategy, pricing strategy,channel strategy, promotion strategy and marketing concept restructuring strategy.