| SH company is affiliated to Sinopec Group’s large petrochemical construction general contracting business; forty come for years, high standards built at home and abroad more than800sets of large and medium-sized oil refineries, chemical equipment, for our petrochemical construction made outstanding contribution. In recent years, in the petrochemical construction project gradually decreased and the rapid development of modern coal chemical industry in the new situation, SH company must give full play to the large petrochemical engineering construction project management, construction technology and equipment advantage, serious research project of coal chemical industry marketing strategy, to seize the opportunity in the coal chemical project construction field display one’s skill to the full, keep the company sustained and stable development.This paper takes SH company marketing strategy of coal chemical engineering project as the research object, on the company’s strategic environment in which the system analysis and research. The use of PEST and five kinds of competitiveness evaluation model of external macro and micro environment analysis, and analysis of internal conditions, and then use SWOT analysis of the company’s external opportunities and threats, in-house advantage and inferior position to make detailed analysis and evaluation, put forward suitable company coal chemical project market development strategy and the implementation of the measures and recommendations. Implementation project of coal chemical industry market strategy management, intensify efforts to develop the market take the lead in achievements, consolidate the traditional core business, expand the high-end market, breed and develop new core business, to realize to the diversified development of the field of engineering construction, enhance market competition ability ceaselessly, make SH company has become the industry leader, trusted and respected fancy construction to always contract enterprise. |
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