The Sh Coal Company Marketing Strategy Research

In the coming years, China's total energy demand remains steady and rapid, but industrial optimization, optimize energy structure will continue. Since there are much more coal giants, coal self-sufficiency rate increased rapidly and market concentration increased. Market share will be difficult to avoid re-shuffle situation, coal market is big business competition between big groups. In this paper, marketing theory, Porter's five forces model, SWOT matrix analysis, marketing environment, marketing strategy, market segmentation, marketing mix theory of SH company conducted a comprehensive analysis of the coal companies to explore, based on the size of the current SH group headquarters, how to create world-class integrated energy company, further to seize the opportunities, specific measures to carry out specific tasks.This paper is to address above issues, combined with the consumption of domestic and international trade, the east China coal market company in the business environment, marketing characteristics, market segmentation, business philosophy, market positioning, sales, management system for comprehensive analysis, study, the transformation of SH coal companies and innovation, from product, pricing, distribution (channels), promotion, and service aspects of the transformation of marketing mixed strategies to optimize the impact of a comprehensive analysis, from the company's status and problems of analyzing make scientific and effective planning advice, especially for company-wide product, channel optimization and marketing models, pricing, innovation and analysis. Over the years, in the coal industry people always regard produce as central point, relatively neglect marketing, the article will combine the current process of the coal market and the economy, energy development trend of the current relatively weak coal marketing strategy to do more accurate rational analysis, and gradually find ways to cope with competition in the market from a marketing mechanism. As well as it provides a reference for the relevant departments and company leadership.Currently, marketing theory are used to analyze retail, manufacturing, as for the energy industry, especially the sale of the coal industry are rarely involved in this field. This paper of the coal company's products,pricing, distribution, promotion, services, and in-depth research make up for the lack of marketing strategy research of coal industry.To start anything in view of reality,Analysis in the new market economy and external development environment SH based company to build a world-class energy companies need to address the research questions of marketing strategy, the company's sales will play a positive role in promoting; which the coal company's overall future SH marketing strategy formulation is extremely useful.