Study On CK Coal Company Marketing Strategy

The dominant position of coal in China’s energy consumption structure, coal enterprises have made great contributions to China’s economic development. After1994, the state began to liberalize coal prices, coal enterprises in the formal market. In a market economy environment, the coal enterprises have a strong impact and a severe test; marketing has become an urgent need to address the important issue of coal enterprises. Since the second half of2008, the world economic crisis triggered by U.S. subprime mortgage crisis spreading across the globe, the world’s macroeconomic situation in the doldrums, steel, chemicals, electricity, coal large shrinking of the market, reduced coal demand, the international coal market is a downward trend, which is domestic The coal industry has caused a serious negative impact. Especially since the second quarter of2012, subject to domestic economic growth is slowing down, the coal falling demand, the overstock of coal, foreign coal imports increased and other factors, a marked decline in domestic coal prices, many coal companies in trouble, this coal marketing work presents a challenge.CK Coal Company is a large state-owned coal enterprise, there are many problems in marketing, largely limiting the company’s sustained and rapid development. Starting the strategic objectives, organizational structure and customer mix, and the actual situation of the CK Coal Company marketing, using the theory of PEST analysis, SWOT analysis theory and Porter’s five forces competitive model, CK coal mining company in the marketing environment that CK coal mining company in the marketing concept behind the non-standard coal trading, transportation systems underdeveloped and backward marketing tools and other issues. Based on the analysis of CK coal mining company in the marketing environment, the problems for the marketing of CK Coal Company, a combination of four marketing strategy proposed in this paper and made a marketing strategy of the regional resources, customer marketing strategy, quality, marketing strategy, green marketing strategy, services marketing strategy and specific marketing strategies. This paper argues that to protect CK Coal Company marketing work to proceed smoothly, and the need to improve the marketing management system, strengthen the concept of modern marketing, marketplace dynamics and enhance the sales and transportation system.