The Study On Coal Marketing Strategy Of Shanghai Da Tun Energy Resources Co.LTD Based On Futures Trading

Coal as important resources in our country, influenced by economic and policy greatly. In recent years, with the domestic economic slowdown and market demand decrease, make lower profits or even losses in coal enterprises. Coal industry competition is fierce, so a lot of coal enterprise facing severe challenges. It seems that the coal enterprise’s marketing can help solve this problems. Futures market as a new marketing tool has the function of price discovery and risk aversion can not only expand marketing channels, and make marketing pricing strategy more flexible, at the same time, reduce the risk of enterprise marketing, improve the enthusiasm of fund management and operation so as to improve enterprise competitiveness.Shanghai DaTun energy resources co.LTD as a subsidiary of China coal energy group, consist of four companies, such as DaTun coal-electricity group, China coal import and export company, international economic and trade corporation coal science research institute. The company is mainly engaged in coal mining, washing and processing, coal sales and railway transportation business.This article choose DaTun energy resources co.LTD as a case, based on the marketing theory of basic principle and function of the coal futures, futures trading is addressed coal enterprise marketing strategy. First of all, the current situation of development and marketing of Shanghai energy company overview, analysis of the company in the future use of the main form of the futures market to trade and the necessity of company in 2015, the marketing achievements; Second, the use of PEST, porter five competitive model and SWOT model to Shanghai DaTun energy company’s marketing environment analysis, found the company’s own strengths, weaknesses, opportunities and threats; Finally, using the theory of marketing mix, from product, price, channel and promotion four aspects put forward a series of marketing strategy, and the strategy of the implementation of the formulated a series of safeguard measures. In order to make Shanghai DaTun energy companies to adapt to changing times and the change of industrial environment, in the market competition of incentive to consolidate and improve the market share.