Research On Coal Marketing Strategy Of Jincheng Coal Mine Group

At present, the world economic growth is slowing, sluggish recovery, China's economic growth also entered in schedule, GDP growth into the era of "6", difficult to replicate before the situation of rapid economic growth, economic development by speed gradually focus on quality and economic development into the new normal, restructuring as the main contradiction of economic development.Market demand growth is slowing and overcapacity makes traditional energy industry in China faces enormous difficulties and challenges, coal oil and other energy consumer goods market demand is weak, coal, oil and other commodity prices continue to fall, the low. Coal as the theme of energy in China's energy consumption structure, has a pivotal role on the development of the national economy. China's coal market in 2002-2012 after the "golden decade" of gradually turn into a buyer's market. Before the golden decade in coal enterprise to bring profits and capital accumulation at the same time, also caused the rapid low expansion of production capacity. Today the coal industry fundamentals are: severe overcapacity, market demand is weak, coal prices falling, halved, market competition is fierce, industry more than 70% percentage of loss-incurring enterprises, enterprises and to accelerate elimination capacity to the market.Jincheng coal mine group is a important coal production enterprise in China, It has extensive representativeness in the coal enterprise. Weak in the past two years, the coal market and the fierce market competition, make the production and operation of the Jincheng coal mine group facing huge pressure, the stand or fall of coal marketing become Jincheng coal mine group, the key to the success or failure in the coal market cold winter, and the coal marketing strategy is the core of the coal marketing work. In response to continued downward coal market and the fierce market competition, the Jincheng coal mine group, continuously improve its own coal marketing strategy, has achieved some success, but there are some of the current coal marketing strategy and market situation does not adapt, failed to keep the marketing strategy formulation and market change synchronization. Based on this background, this paper aimed to study the Jincheng coal mine group marketing strategy in the problems and reasons and put forward the corresponding countermeasures.This research through a lot of market and enterprises, combined with marketing related theory, research and analysis the current situation and characteristics of the Jincheng coal mine group, the coal market in China will theory combined with practice, further targeted coal marketing strategy analysis of Jincheng coal mine group, analysis summed up the existing in the marketing strategy of product quality control is lax, product structure to be optimized, the price system is not perfect, the marketing channels for a single and other problems and the reasons of the problems, put forward corresponding improved the product quality control, optimization of product structure, perfect the price system, increase the marketing channel improvement scheme and implementation safeguard measures in detail. This article research results have certain practical significance and practical value.