Research On Marketing Strategy Of Shanxi X Coal Group

For the traditional coal industry,faced with the problem of the current industry overcapacity,and lack of market competition,the coal enterprises must ensure old customers not to lost,as much as possible for new customers,in order to achieve the sustainable development of enterprises.In order to achieve this goal,it is necessary to establish a scientific marketing strategy to guide the marketing practice of enterprises,so as to help the coal enterprises to enhance their marketing capabilities and enhance the competitiveness of enterprises.Based on the overall development of the coal industry environment analysis,taking Shanxi X Coal Group as the research object,through interviews and other research methods,this paper proposes the existing marketing problems,and also puts forward specific marketing strategies to solve the problem with the corresponding marketing theory.First the paper summarizes the analysis of the research status at home and abroad,especially the research status of marketing strategy for coal enterprises to make a detailed list,and points out the research methods and innovations of the article are expounded;the second part of the related concept of market and marketing theory,especially puts forward the Internet Marketing idea and 4Ps marketing strategy;the third part analyzes the development environment in China's overall coal industry were pointed out,the effects of policy changes and technological development of the coal industry,and for the analysis of the development environment of Shanxi X Coal Group provides reference;the fourth part of the article is on the basis of this,first of all objective analysis of the marketing situation of Shanxi X coal group,followed by the application of the method of investigation and interview of the group inside the camp Pin problems were analyzed from the product,price,channel and promotion in four aspects,including in the process of marketing the product portfolio supply ability is insufficient,different customers with different pricing problems of coal products,marketing channel integration is insufficient,concerned about the marketing concept due to insufficient communication with customers is insufficient.The fifth part of this paper puts forward the marketing combination strategy of Shanxi X coal group.From the product side,it should be aimed at customer needs and the current situation to optimize the product mix,strengthen the advantages of coal varieties,the development of clean coal,clean coal and extend the industrial chain,strengthen product quality management.From the price aspect,the need for different customer group price plan to develop differentiated,classify the price management to the user,a clear price operation scheme under different market conditions,the integrated management of price strategy.From the marketing channel,Shenhua Group needs to reference model,development of B2 B platform,seamless online and offline business,the use of "Internet plus" to improve the convenience of the users to buy,and build a green logistics system.From the promotion strategy,Shanxi X coal group needs to improve the quality of sales managers,with the concept of relationship marketing,strengthen communication with customers and optimize public relations.In addition,the group also focus on improving the quality of its own service marketing,and strengthen marketing management organizational security.The paper finally draws the conclusion: Shanxi X coal group must be in the current "Internet plus","One Belt and One Road","three superimposed macro policy,comprehensive use of marketing mix theory,by combining the current trend of coal market process,clear marketing problems of its own,its own internal analysis weak links,strict implementation of 4PS strategy in accordance with its own characteristics.Only in this way,Shanxi X coal group in the fierce competition in the market can maintain a competitive advantage,and can be sustained and have a healthy development.