Study On Marketing's Strategy For Kailuan Clean Coal Joint-stock Company Ltd.

Kailuan Clean Coal Co., Ltd.(KCC) is a joint-stock company founded by Kailuan (group) company of limited liability and other five companies.This thesis studies the marketing development strategy of KCC systematically. First, the general situation of KCC, the investigative purpose and the thinking way are introduced. The exterior environment (such as suppliers, middlemen, customers, competitors, policy, law, society, economy, techniques and industry factors), the benefit opportunity and the threat which should be avoided in the marketing activities are analyses. Then the internal environment of the business marketing activity (such as resources, products, management, human resources, and technique conditions), the advantage and the weakness that existed in the marketing activity of KCC are discussed deeply. Through the use of the statistic data, the regression model of national coal demand and GDP is formed. the coal amount demands of China from 2006 to 2010 are predicted using the model. The development scope of KCC is calculated. After then, by the use of EFE matrix, IFE matrix, SWOT matrix, the opportunity, the threaten, the advantage and the weakness belonging to the internal or the exterior key factors are matched and evaluated, and then the eight scheme for the marketing strategies of KCC are put forward. Finally, using of QSPM, the synthetically marketing strategy is confirmed. The strategy is combined with the challenger strategy in which cost is the first and difference strategy mainly adopted in the marketing activities.The thesis has provided the important reference value to KCC for making the marketing development strategy.