Research On Marketing Strategy Of Coal Mine Water Treatment Equipment Of China Coal Xi’an Company

Coal is the cornerstone of the domestic energy system.For a long time,the coal industry has provided a strong guarantee for economic and social development and the safe and stable supply of national energy.However,the mining of coal resources is often accompanied by a large amount of mine water.The discharge and leakage of these mine water have a significant impact on the environment,but also a great waste of water resources.Since the 18th National Congress of the Communist Party of China,the Party and the state have attached great importance to the utilization and protection of water resources.The state has issued a series of policies to accelerate the development of environmental protection equipment manufacturing industry,especially the promulgation of the "14th Five Year Plan",which has provided strong policy support for the entire mine water treatment industry.Founded in May 1956,China Coal Xi’an Company is a large state-owned holding enterprise.Its mine water treatment equipment business started in 2010.Although it started late,it has undertaken a series of mine water treatment equipment projects with a total contract amount of 2 billion yuan by virtue of its stable customer base and strong technical strength gained from years of service in various fields of coal mines.However,with the increase of mine water treatment equipment manufacturers,the market competition is more intense.China Coal Xi’an Company needs to actively innovate marketing strategies to improve its market competitiveness.Firstly,this thesis combs the domestic and foreign literature resources,analyzes the current marketing strategy of mine water treatment equipment,and summarizes the problems in the marketing strategy of mine water treatment equipment of China Coal Xi’an Company based on the questionnaire survey method.The degree of differentiation of mine water treatment equipment is weak,and the product competitiveness is not strong;The price control mechanism is not perfect;The channel expansion strategy is not clear,and there is no network marketing channel;The promotion method is relatively simple,and the sales effect is not significant.Secondly,this thesis adopts PEST method to analyze the macro marketing environment faced by China Coal Xi’an Company,and analyzes the competitive environment from a micro perspective.The results show that the government has a lot of support policies for mine water treatment equipment,with stable economic development,enhanced social awareness of environmental protection,and continuous improvement of equipment R&D capability,which provides good support for the marketing of mine water treatment equipment;However,China Coal Xi’an Company is facing market competition from Langxinming Company,China Coal Hangzhou Design&Research Institute Co.,Ltd.and China Construction Environmental Engineering Co.,Ltd.The total market share of the three companies has reached 11.85%,while China Coal Xi’an Company accounts for 0.8%,which brings great competition pressure to China Coal Xi’an Company.Thirdly,the thesis uses STP theory and 4P marketing theory to optimize and improve marketing strategies,increase product research and development and innovation to meet market demand,formulate flexible price strategies to improve competitiveness,actively expand and improve multi-party marketing channels,and reasonably promote and improve the company’s promotion level,which can improve the marketing ability of China Coal Xi’an Company,help enterprises get out of difficulties,improve their market share,and improve their competitiveness,Assist the sustainable development of enterprises.