| Accounting for the proportion of over 70% in our country’s structure of energy consumption, coal has a global strategic significance to our energy supply, economic development and social stability. Since 2012, the coal industry has suddenly entered into the buyer’s market. Reversal has taken place in supply and demand. In four successive years, more than 50% coal price in the cumulative rate has declined, that squeezed the profit of coal in the link of production and sales. Besides a small amount of enterprises such as China Shenhua, the coal industry has came into the plight of the industry-wide losses, which will influence the stability of coal industry, energy supply and national economic development in the long term. The coal enterprises should realize that, under the background of excess production capacity, the business difficulty will be long-term and normal. And the only option for the coal enterprises to reduce operating costs, improve and even achieve profitability is from the extension of the growth into the connotation of growth. Because the coal’s attribute of Bulk Stock and industrial fast consumer goods, the supply chain management has great application space in the coal enterprises, so it is essential to study on the supply chain management for coal enterprises. In domestic and international academic circles and business circles, the study on the supply chain is very mature, but there are very few studies on the supply chain for coal enterprises. The main reason is that the coal industry abroad is divided into excavation market and sales market, and has been resolved into industrial manufacturing industry and trade service industry, with making study on the supply chain for subdivision industry. While, in our country, the study on the supply chain for coal enterprises is ignored by coal enterprises because it is in the seller’s market for a long time. The study of the paper on the supply chain for coal enterprises has strong theoretical significance and practical significance.The paper makes coal sales enterprise as the study object. Starting from the theory of customer relationship management, the supply chain, supply chain management and coal supply chain, and defining the relevant concepts of marketing supply chain management of coal sales enterprise, it analyses eightcharacteristics of marketing supply chain management of coal sales enterprise. On the basis of theoretical analysis, the paper also make a analysis on the present situation andcause of the marketing supply chain management of our country’s coal sales enterprise and case enterprise. It put forward eight aspects to improve and optimize the marketing supply chain management of coal sales enterprise, such as objective, customer structure, competitive advantage, supply chain enterprise strategic cooperation, management coordination and information sharing integration mechanism, incentive mechanism, innovation mechanism and external intellectual support.Taking C CS Supply Chain Management Co., Ltd for example,on the basis of establishing the highest goal and short-term goals of supply chain management, introducing the external intellectual institutions and carrying out the SWOT analysis, six measures to improve and optimize the supply chain management are put forward. Through theoretical, practical and case analysis, the author draws a conclusion that the fitting implement of marketing supply chain management could help coal sales enterprises, coal enterprises and even coal industry to go out of the business dilemma. Therefore, the paper has guiding significance for many defective coal enterprises to get out of the predicament, and has reference significance for comprehensive coal enterprises with coal production and sales, coal and electricity integration and deep processing of coal chemical industry to get out of the trouble, raising the leader coal enterprises of core competitiveness and enhancing Chinese discourse power in the international commodity coal trading market. |
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