Yitai Group's Coal-based Fine Chemicals Project Marketing Strategy Research

In the current stage of economic development entering a new normal,China has to deal simultaneously with the slowdown in economic growth,making difficult structural adjustments,and absorbing the effects of previous economic stimulus policies.Considering national energy structure and severe environmental situation,most of major traditional coal enterprises are in pursuit of clean and efficient utilization of coal resources and structure transformation and upgrading by means of coal chemical industry and coal-electricity integration.During the development of the new industries,it is necessary for coal enterprises going back to the importance of marketing strategy in order to maintain or expand the market share,because marketing strategy is significant in terms of providing theoretical support and practical guiding.On the basis of marketing theory,this paper stated the current situation of Yitai Group,and analyzed its program of coal-based fine chemicals and relative marketing environment,as well as its competitors and their products.In addition,the paper built the marketing strategy framework for coal-based fine chemical products of Yitai Group,which is probably provide marketing theoretical guidance for local coal chemical enterprises of Inner Mongolia,as well as traditional coal enterprises of China.