Research On Optimization Of Thermal Coal Marketing Strategy Of Jincheng Mining Group

For coal production enterprises,the production is just the first step in the enterprise management activities.Selling the coal produced and making profit maximization is the standard which can fully reflect a coal enterprise's operating results.At the beginning of the 21 st century,with the national release control of coal price and the high speed development of economy,the coal industry ushered in the "golden decade",During the period of time the buyers in the market were rushing to buy coals once they were mined.Almost all coal enterprises have not been considering the marketing of the coal.The "golden decade" for coal enterprises brings a temporary prosperity at the same time also causes the stagnation even serious degradation of the development of the coal enterprise Marketing Department.However,since the second half of 2012,coal prices have been falling and the "golden decade" has come to an abrupt end.The glut of coal has caused a serious marketing crisis for the entire coal industry.In the future,under the pressure of both the coal electricity industry and the coal industry,the "golden decade" scene will no longer exist in the thermal coal market.In such a market environment,Jincheng Mining Group is facing the challenges which are majorly about how to exert their own advantages,use its resources and get rid of the marketing dilemma,implement the best marketing strategy to realize the benefit maximization.This thesis uses the Pest and Michael Porter's Five Forces Model method to analyse the macro market environment and industry environment of the Jincheng Mining Group deeply,and uses the 4P theory to analyse the marketing strategy in detail of the Jincheng Mining Group.It points out the specific problems and puts forward some optimized measures and implementation of the security.By using the theory relating to this thesis during the period of graduate study and combining with years of working experience in the Marketing Department of Jincheng Mining Group,this thesis puts forward the specific optimization measures according to the actuality marketing of the Jincheng Mining Group: strictlycontrolling of the product quality,the varieties of the product species,the improvement of the pricing mechanism,the optimization of the users' structure,the establishment of the e-commerce bidding platform,the implement of reaction timely promotion strategies,etc.This will play a guiding role in the development of thermal coal marketing in Jincheng Mining Group and provide some references for other coal enterprises' thermal coal marketing as well.