Research Of Coke Product Marketing Strategy Of Shanxi Coking Coal Group Co.,Ltd

Abstract:In the national policy, vigorously promote industrial restructuring coking conditions, the government strengthen the control of the polluting industries, the coking industry, the living environment more difficult. Shanxi coking coal group in order to gain a competitive advantage, remain invincible, we must continue to study the effective marketing strategy, and its application to practice.This paper carried out in-depth research through the status quo, problems of Shanxi coking coal group coke product marketing of the macro environment, the coke industry sales market and the industry competition environment were analyzed, and the use of the market positioning of Shanxi coking coal group coke business STP analysis method based on4P theory; and then further discusses the strategies for coke products of Shanxi coking coal group and the guarantee measures. In product strategy is proposed in this paper. The Shanxi coking coal group product level planning and product combination design. In channel strategy is designed in this paper. The direct channel of Shanxi coking coal group coke products and indirect channel. In setting prices, the company to partner, customer focus, market retail price classification management mechanism, and according to the different market price operation plan making period, tension in the market market stable period, weak period. In marketing strategies, company should actively improve the marketing department, strengthen the marketing personnel, to further clarify the sales process, establish a good marketing mechanism. And at last put forward some measures to ensure the implementation of the Shanxi coking coal group coke product marketing strategy, which is to strengthen the marketing system, set up modern marketing concept, pay attention to personnel training and innovation.I hope this research can provide a reference for the coke marketing business of Shanxi coking coal group, to solve the problems in the current downturn in the market sales of weak. We also hope for the other similar coke enterprises marketing strategy has certain reference significance.