Research On Coal Marketing Strategy Of YS Energy Company

In China, the coal market has long been in a seller’s market, coal in the short supply and coal prices continued to rise. In this case, coal production enterprises are more concerned with production of coal, coal dealers also pay more attention to holdings of coal, while ignoring the management of coal sales channels and customer management for consumers. From March 2013, the national coal sales plummeted, coal in harbor serious backlog of inventory, China coal energy, Shenhua coal and other large companies have cut prices,and coal energy production and operation encountered unprecedented difficulties and challenges. How to deal with adversity coal marketing work, and through the temporary crisis, became the primary topic for everyone especially coal sales.In this paper, basis on gathering a large number of domestic and foreign experts and scholars` research data, applied economics, management, marketing, statistics and other expertise, using PEST, SWOT and market segmentation theory stage analyzed coal market environment and coal companies marketing strategy to help enterprises to adjust coal sales measures. After analysis and research, strategy YS energy companies should be used as follows: First, according to the combination SWOT analysis, marketing strategy regional resources, large customer marketing strategy, the quality of the marketing strategy, green marketing strategy and services; Second, by comparison with competitor products and after, according to the different needs of consumers should take the product brand strategy; Third, taking differential pricing strategy. Fierce competition in the market, in order to survive and develop, market development, establish credibility and to take low-profit sales of low-cost capital preservation strategies. In order to obtain additional cash flow and profits, in the overall prices remain stable, the appropriate upgrade some product price, while reducing some other product price imbalance pricing strategies; Fourth, to take a short-channel distribution strategy when coal prices decline; Fifth, the use of advertising, personal selling, price promotions, public relations and promotional mix strategies of network marketing; Sixth, conduct public relations propaganda, public relations activities, and establish a public relations strategy of public relations awareness. This paper also proposes to take attention and innovative marketing concepts to market information, strengthening and improvement of cultural soft power, strengthen the construction of information networks and transportation networks, to grasp the market information and take measures reasonably priced coal marketing safeguards.