Yanzhou Coal Mining Coal Marketing Strategy

This essay is talking from the stand point of the coal enterprise utilizing the general marketing theories, analyzing the specialization of marketing methods of coal industry and making a thorough marketing mix for the coal enterprises. It is divided into four chapters:Chapter one: Starting from the development of the coal market and its effect on the operation of coal enterprises. The thesis analyzes the coal enterprises and the product characteristics, especially indicating the necessity and significance of developing a market strategy for the coal enterprises.Chapter two gives a brief introduction for the concept and idea of marketing, emphasizing on the analysis on the specialization of marketing of coal enterprises.Chapter three adopts a large amount of data, to analyze the marketing environment from macro, micro and internal aspects. Moreover, it also uses. He SWOT analysis method, through case study, cross chart and triangle matrix diagram, vividly describing the opportunity /threats, the strong/weak points facing the coal industry. It provides good suggestions for coal enterprises to seek market opportunities and avoid environment threats.Chapter four is the core of the thesis. The another probes into the market segmentation, target market selection and market positioning. It puts emphasis on the marketing mix of the coal enterprises, that's to say, while enhancing the product quality the enterprises should continuously improving the product strategy for customer services, the pricing strategy based on product quality, the place strategy giving priority to direct sales rather than indirect sales and the promotion strategy through personal selling.Scientific and proper marketing mix strategy is the key for the coal enterprises to meet customer's satisfaction and achieve their goals.