Research On Coal Marketing Strategy Of Kailuan Group

In recent years,with the continuous downturn of the global economy,chinese economy entered a new normal stage.At the same time,with the reform of the supply-side structure of the country advancing continuously,the demand for energy becoming slowing down gradually,risks the coal enterprises faced becoming higher and higher,so it is important for coal enterprises to establish a set of scientific marketing program.Firstly,this paper introduces the background,significance and current situation of research at home and abroad,and summarizes the research background and significance of marketing in coal enterprises through the methods of literature research,visiting investigation,comparative analysis and so on.The present situation of research at home and abroad is expounded from different angles of scholars.Secondly,with the help of the relevant theories of marketing,it establishes the theoretical foundation of the thesis,starting with the theory of marketing and analyzes the macro environment,competitive environment and internal environment of coal marketing in Kailuan Group,respectively.Combined with the advanced marketing theory and experience at home and abroad,this paper formulates the plan of coal marketing of Kailuan Group from the aspects of product,price,channel,promotion and so on.Finally,combined with the current situation,the paper analyzes and studies the factors in the coal marketing of Kailuan Group,aiming at the problems encountered by the company at present,respectively from innovating the marketing concept,constructing the linkage mechanism of production and marketing,and strictly grasping the product quality.This paper puts forward a series of safeguard measures to strengthen the information construction,perfect the incentive and examination system,and build the excellent team,so that Kailuan Group can set up a set of marketing mechanism which can deal with the current market competition.