Study On Coal Marketing Strategy Of Shenhua Group

From the coal investment and capacity building, domestic coal production capacityahead of construction, capacity oversupply situation will not change in the short term,production release is expected to slow over the next three years. Since2013, the domesticcoal market is fully liberalized, cancel key contract to promote the merger of coal prices,the state is no longer configured intention Framework Programme issued an annualinter-provincial coal rail capacity, the state no longer intervene in coal prices. Coalmarket oversupply situation provides an opportunity for market-oriented reforms.Shenhua coal trade is facing high procurement costs, reduce customer difficultiesearnings growth, market competition, and many other brutal pressure, there have been abottleneck in the development of enterprises. Therefore, the Shenhua Group’s marketingstrategy also put forward higher requirements.Firstly, this paper overview the research background and significance of coalenterprise marketing, elaborate a different perspective of the scholars to study currentresearch, describe the research methods and content. With the help of the theory ofmarketing, laid the the oretical foundation of the paper.Secondly, with the present situation of domestic and foreign trade of consumption,Shenhua coal marketing faced to the current business environment, marketingcharacteristics, market segmentation, philosophy, market positioning, sales for all-roundanalysis and research.The transformation of Shenhua Coal Company and Innovationconduct a comprehensive analysis of the impact of the transformation of the marketingstrategy to optimize the combination of product, price, distribution (channels), promotion,services, human resources, environment and facilities, and other aspects of the marketingstrategy.Finally, starting from the key of the company’s current situation and problemanalysis, making a scientific and effective planning advice, especially for the wholecompany’s products, channel optimization and marketing model, innovative pricinganalysis, and proposed to improve the modern enterprise system. Talented person, strongcorporate culture, science and technology can thrive enterprise. And a series ofsafeguards can induce Shenhua to establish a marketing mechanism to respond to marketcompetition.