Study On The Marketing Strategy Of X Company’ Belt Conveyor

In China’s energy consumption structure, the coal at first.Compared with the developedcountries，however，there is a big gap between our country coal mine safety management leveland resources exploitation efficiency. To strengthen the safety in production, enhance theproduction efficiency,the"twelfth five-year" planning in the field of coal industry needs tofound a comprehensive energy base for increasing the degree of coal mining mechanization.X company is a coal machinery manufacturing enterprise,which produce series of beltconveyor products,and,has a certain research and development design ability and strongability of production and manufacturing. But the awareness of company brand is low, themarketing ability is weak, although the business increased year by year, there hasn’t beenachieved breakthrough development. According to the situation of X company to study andformulate a targeted marketing solutions, to grasp the opportunity to improve a new round ofproduction capacity degree of coal mine mechanization,and to expand sales for marketshare,all of the above are directly related to the survival and development of X company.Based on the summarizing of the research status at home and abroad and the marketmarketing theory, by the use of PEST analysis and five model analysis to study X company’spolitical environment, economic environment, technology environment and externalenvironment factors, and then，to further analysis the industry environment,which includingthe existing competitors, potential competitors within the industry, the threat of substitutes,suppliers and buyers bargaining power. This paper expounds the opportunities and threats ofX company, use enterprise resources and enterprise capacity analysis method to analysis theinternal conditions of X company, which including the company’s physical resources, humanresources, organizational resources and technical resources,evaluates the company’s financialposition, the marketing level, production capacity, and organizational effectiveness, expoundsthe advantages and disadvantages of the company.Based on the above and analysised bySWOT,to formulate the company X STP strategy and4p marketing mix strategy, meanwhile,according to the actual situation of the company to put forward the correspondingsecurity measures. In this paper, the research on marketing activities of X company hasimportant guiding significance,and, also for the similar enterprises, has certain referencevalue.