Research On Liaoning Marketing Strategy Of Shenyang Coal Group Coal Business

As China's economic growth slows down,the consumption of coal is decreasing year by year.After the high-speed development called "golden period of ten yearsin coal industry,coal prices continue to declinefrom 2013.The sharp decline in economic benefited to the loss of business expansion,and many mine company face a lot of management difficulties.Heilongjiang,Jilin,Chongqing,Sichuan,Yunnan,Anhui,Jiangxi and other 7 provinces,coal industry wide lossesCoal prices continued to decline in 2016,and the market continued to run low.In the first half of the year,China's coal enterprises lost more than 70 percent of their losses.For the coal enterprises,seriously implement the central committee under the state council on coal supply side structural reform,a series of policy decisions,in the first half of 2017 the national coal market basic balance between supply and demand,consumption and increased supply,industry efficiency gradually improved,but there have been some of the new situation of the new problem that not allow to ignore.In this situation,coal enterprises can only take reasonable marketing strategy and establish effective marketing management system,which can stand out in the fierce competition.This paper focus on the coal business of Shen coal group,combs the concept of marketing management and the tools of strategy analysis.Then analyze the macro environment of Shen coalgroup from politic,economy,society and technology,and provide industry environment analysis with Porter five force model.After internal business state,enterprise culture,personnel status and organizational management analysis,find out the threat and opportunity of the environment,advantage and disadvantage of the company with SWOT analysis method.Then this paper develop marketing strategy goal with STP analysis method,ultimately determine the product,price,channel and sales strategy to the company.Finally,this paper set the safeguard measures of the strategy implementation from the human resource,culture,system,information,finance and organization management.This paper can provide some references about how to take effective marketing strategy to Shen coal group and other enterprises in coal industry.