Research On W Company's Coal-to-liquids Marketing Strategy

Chinese energy consumption structure doesn't match energy structure,and the development of coal-to-liquids is an effective solution of this situation.Because it can reduce our dependence on foreign oil and can enhance the energy strategy of security in our country.The current coal-to-liquids is facing the new marketing environment,such as China's economic growth is slowing,oil price fell,Internet+ growing clout,national oil product upgrade and so on.According to the new marketing environment,W company need to find suitable marketing strategy for the development.In this paper,first of all,the connotation of the coal-to-liquids,STP theory and 4R theory are described.Secondly,the basic situation of W company,products,and marketing situation are summarized.And then,analyze W company's marketing environment,and locking W company's target market strategy step by step using the STP method.And then,under the guidance of the target market strategy,combined with the background of the marketing situation,develop a marketing strategy from 4R aspects.The marketing strategy including develop four aspects cooperation,establish technical service customization model,set up the brand image,build wisdom cross-selling delivery area,improve staff motivation,form the consumer response database,set up customer track team,establish the relationship between APP platform,hold oil conference,make multiple pricing standard,explore the internal market and cultivate corporate social responsibility.Finally,put forward four safeguard measures of the coal-to-liquids marketing strategy of W company.