A Study On Coal Marketing Strategy Of PL Group

China’s coal industry has a great development since reform and opening up, especially in the last decade is called coal "golden years", in2001, China’s total energy consumption was15million tons of coal, while in2011,this figure rose to31million tons, The average annual increase reach10.4%in this decade, the coal industry’s total assets grew by nearly eight times, product sales revenue grew21-fold, while total profits increased to103-fold. According to the traditional practice, the coal industry’s market cycle is generally3-5years, but the continued growth since2000was witnessing this "golden years".But in recent years, the domestic macro-economic recovery is weak, lack of market demand, excess capacity has worsened, especially coal market continues to deteriorate, some coal mines limiting the production even shut down,2/3of the coal business at a loss or profit and loss edges. It seems that the "golden years" has come to an end, the most serious challenges in decade has to face.PL Group Company is located in Pingdingshan City, It was built in September of1955, PL Group is located in the Central Plains, close to South and East coal shortage provinces, the advantage is very obvious, and also close to the Beijing-Guangzhou and JiaoZhi two railway lines, The coal transport is very convenient, and rich in coal resources and variety, The coal production technology is mature, All this has brought great convenience to PL Group’s development. but with the impact of recent domestic macroeconomic environment, PL Group’s development is also facing difficulties, like lack of market demand led to continued deterioration of the coal market, in this case, how to fully leverage the Group’s location and resource advantages, especially through the development of a right marketing strategy will these advantages into full play, with the case of limited marketing resources to achieve the maximization of corporate interests, it is urgent to solve as a major issue to PL Group,,and also the direction of the main research of this paper.The first part of the paper describes the background, methods and content of this research. The second part describes the PL Group’s coal marketing profiles and environmental analysis, including macro and micro environmental analysis, and SWOT analysis. The third part is the PL Group coal marketing strategic choice, and ultimately to determine the basic competitive strategy and development strategy. The fourth part is the analysis of the coal marketing strategy, including pricing strategy, promotion strategy, product strategy, distribution channel strategy. The fifth part is the marketing strategy of the implementation of safeguards measures, including personnel security, cultural security, information security, system security, financial security, organizational guarantee. Part VI made a summary and questions for more future research.The author of this paper achieved the theories and methods from Business Administration at Zhengzhou University, combined with the actual situation of PL group, after careful consideration propose appropriate marketing strategy. The paper will play a guiding role for PL Group’s marketing operation and enterprise development, provide some useful reference to coal sale, and also it will be a test of marketing theory.