Research On Marketing Strategy Of Xingtai Xuyang Coal Chemical Co., LTD

With the continuous development of China's economy,the country's demand for diversification of total energy consumption and energy types has continued to increase,and the coal chemical industry as a new type of energy has come a long way.At this stage,the coal chemical industry is facing challenges such as tight cash flow,tightened environmental protection policies,excess production capacity,and other challenges,leading to a continuous deterioration of the enterprise's living environment.The ultimate development model for the coal chemical industry should become the focus of social debate.Xingtai Xuyang Coal Chemical Co.,Ltd.(hereinafter referred to as “Xuyang Coal Chemical”)has a wide range of products and a good market prospect.It has established cooperative relationships with a number of state-owned large and medium-sized enterprises and has formed a stable sales network and sales channels.However,in the face of many challenges in the coal chemical industry,extensive business models have constrained the development of the company and led to a continuous decrease in profitability.This article will focus on research and analysis of the marketing environment and status quo of Xuyang Coal Chemical's benzene hydrogenation products.At the same time,it will formulate and propose safeguard measures for the company's marketing strategy,and ultimately bring better results to the entire coal chemical industry transformation and upgrading.The guiding significance.The main research contents of this article are as follows:First of all,the background and significance of this study,domestic and international research status,research content,research methods,etc.are described.Based on the summary of domestic and foreign marketing strategy research,the marketing strategy of coal chemical industry is sorted out and elaborated.Xu Yang coal chemical marketing strategy research has laid a theoretical foundation.Secondly,the marketing environment of benzene hydrogenation products in Xuyang Coal Chemical Industry was analyzed.The PEST analysis method and Porter's five force model analysis method were used to analyze the current macro environment and industry environment of the company.Thirdly,the status quo of benzene hydrogenation plant in Xuyang Coal Chemical Industry was analyzed by 4Ps theory and SWOT analysis method,and the opportunities and challenges faced by enterprises at the present stage were identified,as well as the problems and their causes in the marketing process.Finally,based on the analysis of the marketing environment and marketing status of Xuyang Coal Chemical Industry,starting from the market segmentation and 4Ps theory,we formulated a marketing strategy that is consistent with Xuyang Coal Chemical Industry,and at the same time ensured the implementation of marketing strategies,from corporate construction and marketing.Management and other aspects have put forward corresponding safeguard measures.