Study Of Domestic Marketing Strategy Of Clean Coal Products In Yan Zhou Coal Mining Company Limited

In the12th five-year plan in our country, the government to adjust the pattern of ourcountry’s economy, adjust the energy industry belong to the focus on development of ourcountry’s industry, and formulated and issued a set of policies to strengthen coal industrystructure optimization and production safety, to further improve the economic performanceof the coal industry.However, in recent years, with prices falling and the increase of coalimports, our country’s coal enterprises not only faces competition from domesticcounterparts, to cope with the challenge of foreign enterprises.Especially as the iron andsteel, petrochemical, building materials such as load can not prosperous coal to reduceindustry production and sales, the coal market as a whole.Therefore, coal enterprises wantto survive in the fierce competition environment and development, you need to usescientific and effective marketing methods to improve the competition ability of enterprise,seize the opportunities and avoid threats and overcome the weakness, using its ownadvantage, get more long-term development.Therefore, in this article, through reading a large number of marketing relatedliterature, and in combination with the practical situation of the yanzhou co., LTD., using acombination of theoretical knowledge and practical, with scientific management researchtool, first of all, summarizes the basic situation of yanzhou coal;Then from the perspectiveof yanzhou the4p marketing present situation, find out the deficiency of existingmarketing strategy;Then macro environment, industry environment of yanzhou is analyzed,and the province and outside the province of rival enterprises analysis comparison, mainlyanalyzes their plant products production, quality, specifications, announced the parameterssuch as sales, prices and margins, and the analysis of plant market customer groups, analyzethe opportunities and threats facing the yanzhou, and then analyzed the resources of theyanzhou, ability, the internal disadvantages, provides the reference for the improvement ofthe marketing strategy for the next step.Then further combined with the actual situation ofyanzhou coal co., LTD., to market segmentation of cleaned coal, determine the main targetmarket, providing plant product positioning for the company, product line, pricing and saleschannels on improvement measures, to ensure maximum profit, for the future developmentof yanzhou coal co., LTD., provides the suitable marketing ideas, and develop the future enterprise to develop the corresponding marketing strategy, help the company survive in thefierce market competition environment and development.