The Research On Coal Products Marketing Strategy For Y Company

Along with environmental pollution, shortage of resources, people demand for clean energy problems such as more and more prominent, has become our country and even global problem. Based on this, the upgrading of the industrial structure, energy structure optimization,constantly adjust depth of coal industry. Under the guidance of structural adjustment, raw coal production in China has gradually decline, the influence of the production capacity and inventory, a lot of policy, in 2016, coal prices falling, finally ended for four more years of coal market downturn, improve enterprise operation conditions. Y company also ushered in the good.In the face of current coal market still exists the contradiction of supply and the coal industry competition situation, especially today is in the midst of the marketing is the key of commercial society, the coal industry rather than to simply need more marketing sales. To sum up, this article is around how to solve the key problems on the basis of the theory of product marketing,innovative marketing methods to marketing innovation constantly, so as to realize the purpose of improving economic efficiency of enterprises.Studied in this paper, the Y company, through extensive market research, according to the characteristics of coal products of the company will be better in product marketing theory to Y company's actual sales, through the actual operation situation of marketing and to the company to fully understand the external market environment and the comprehensive analysis, and apply marketing analysis tools - SWOT matrix method and dug up the company in the market environment of strengths, weaknesses, opportunities and threats, and details one by one, on this basis, further research company in the actual operation process of how to make use of its own superiority, and connecting with the market segmentation, determine the Y company's target market, and formulate the corresponding marketing strategy, such as: product strategy, channel strategy, price strategy, promotion strategy, etc., put forward the implementation of appropriate marketing strategy plan.In this paper, using the theory of marketing, and combining the reality of Y company coal product marketing, find the Y company's marketing problem, formulate the corresponding marketing strategy, put forward the solution in the implementation of strategy, thus improve the Y company coal product market share, coal for Y company product marketing to provide reference and Suggestions for improvement, marketing work has certain reference function to the company.