Marketing Strategy Of Lignite Product Of Company B

Coal industry is one of the most important industries of our country,Influenced by the international financial crisis,the low-speed development of domestic economy and the new polices of our government on environmental protection,the "ten-year golden period" of coal,steel and other energy pillar industries have come to the end.With the rapid transformation and upgrading of China's economy,coal-supported thermal power has also been replaced by a series of new energy sources,such as wind power,nuclear power,photovoltaic power,etc.The long-standing overcapacity of the coal industry is facing unpredicted challenges in the new economic situation.With the strict capacity control of China's coal industry,almost all of the small coal companies have been closed.Closing down and the influx of international low-cost imported coal undoubtedly has a great impact on the price of coal,increasing the competition among the coal enterprises,and exerting unprecedented pressure on the marketing revenue of state-owned coal enterprises.B company is located in Baiyinhua Xiwuzhumuqin Banner Xilingol League,Inner Mongolia.It is a state-owned open pit coal mine including coal producing,processing and market developing.It belongs to Mengdong foundation,one of 13 large coal bases in China.The main products are high quality lignite,can support to the surrounding thermal power plants and to satisfy the heating needing for the surrounding residents.B company inherits the traditional marketing mode of the old state-owned enterprises,such as "price increases on demand" and "waiting for customers to come home",which has been unable to meet the requirements of the new market.Under the new economic situation,B company is facing multiple pressures,industry depression and profit declining.Customer instability and the increasing fierce competition show the drawbacks of the old marketing model.This paper uses SWOT model to analysis the advantages and disadvantages of B company's marketing environment,and makes a comprehensive analysis of the current situation and trend of the coal industry,customer demand,and the company's internal resources of B Company.Finally,it puts forward effective,feasible and useful suggestions.At the same time,we should subdivide its target market through STP model,to define the market segments,and change its original "coal is the king" marketing pattern,to reconstruct the business model of enterprises,adjust the marketing strategy according to the trend,and actively recommend the gradual transformation from a customer-dependent industrial and mining enterprise to an "energy solution supplier" enterprise.Reference can be made to cope with the market competition under the current situation,and gradually to the multi-energy industry comprehensive solution suppliers with excellent products,complete services and intellectual output as the main,to achieve win-win situation between enterprises and customers.