Research On The Marketing Strategy Of Shanxi Coal S Group Sales Branch

The coal industry belongs to the pillar industry of my country's energy.In recent years,the coal industry has experienced the international financial crisis,the slow domestic economic development,and the government ' s new requirements for economic energy and environmental protection.The industry's "10-year golden period" has gradually ended.During the "13th Five-Year Plan" period,China's thermal power The market space of the coal industry has been compressed by new energy sources such as photovoltaic power and nuclear power,and the problem of overcapacity in the coal industry has become increasingly severe.During the important period of the "14th Five-Year Plan",the state proposed the strategic goal of "achieving carbon peaks by 2030 and achieving carbon neutrality by 2060".Coal companies will face major challenges in national energy upgrading and resource transformation.How to seize opportunities,improve market competitiveness,and achieve high-quality transformation and development of enterprises,establishing a reasonable marketing plan is particularly important.This article takes the Shanxi Coal S Group Sales Branch as the research object,and first introduces the background,research significance and research framework of the thesis.By summarizing existing related research,using 4PS theory to analyze the marketing status of Shanxi Coal S Group's sales branch in terms of products,prices,promotions and channels,and using the interview method to sort out the company's existing problems in marketing strategies.Using PEST and SWOT analysis tools to analyze the marketing environment facing the company from political,economic,social,technological environment,strengths and weaknesses,opportunities and threats.Secondly,based on the comparative study of the company's marketing strategy and Shanxi Coking Coal's marketing strategy,the company's marketing strategy problem countermeasures under the STP and 4PS theoretical perspective are proposed.Finally,corresponding safeguard measures are put forward for the implementation of marketing strategies from three aspects: marketing promotion system,marketing collaboration model and marketing team building.