Research On JX Coal Company's Marketing Strategy

Coal is one of the most important first nature resource. However, economy condition and policies have a big influence on the coal industry. Coal enterprises should change their own strategies according to the clients need because the environment change fast so as to grasp the marketing opportunities and to win among business battles.In the first section, paper analyzes the coal industry and the problems of our country' s coal industry. The main contests of the second section is to analyze the environment outside of JX Coal Company on the basis of Potter five— power competition map. The analysis includes potential comers, suppliers, takeovers, clients and competitors. The analysis which is on the basis of SWOT about company' s internal resources is the main contest of the third section. paper analyzes the strategies , weaknesses , opportunities and threatens. The fourth section established total strategy of marketing, competitive strategy and marketing mix after market segmenting and targeting; The fifth section is about safety system for implementing the established strategy smoothly and obtain success, and discussed main organization system, dealer choice, management procedure and regulation, management information system.This paper systematically constructed the marketing strategy of JX Coal Company, not only set up the analysis frame for marketing strategy, and also formulated the strategically executive plan clearly, which provides an example of marketing strategy formulation and has practice value to the fast consumer goods industry.