Study On Coal Marketing Strategy Of Yitai Group

Coal has been vividly metaphor into industrial food, black gold, it is the eighteenthcentury one of the main energy of human.In our country, coal occupies an importantposition in the energy consumption structure, coal enterprise continuously rise andpowerful are made great contributions to the development of China’s economy andsociety.Industrial enterprise in our country in recent years, due to the influence of variousfactors in the world and the economic benefit is fallen dramatically.Declining coal marketdemand, continuous coal enterprises coal inventory backlog serious and phenomenaemerge unceasingly, makes coal market competition is fierce, so a lot of coal enterprise tosink into the predicament.It seems that the effective work of coal enterprise’s marketingplays an important role to the rise and fall of coal enterprises.Inner Mongolia YiTai Group co., LTD.(referred to as the YiTai Group) in coalproduction and selling, which is mainly based on railway transportation, coal oil industry,railway, coal oil, for industrial extension, such as renewable energy, biological,pharmaceutical, real estate non coal industry for the complementary of large modernenterprise.In the fierce market competition, YiTai Group to face the challenges of thedomestic large-scale coal enterprise, but also with foreign coal enterprise competition inthe market. In "protracted war" with the other enterprises fight for market, YiTai Groupformulation and implementation in accordance with the condition of the market and thecompany’s marketing strategy is very important.Therefore, the coal enterprise marketingstrategy research has important practical significance.In this paper, first of all to the market marketing strategy related theory andgeneralizes the related research both at home and abroad, under the guidance of relatedtheories and literature research, on the coal marketing strategy research work;Secondly, thepaper YiTai group and the development of the coal sales situation, and analyzes theproblems existing in the coal marketing strategy and deficiencies;Then, the paper, from thenatural environment, economic environment, political and legal environment, populationand social environment, and science and technology environment five aspects of YiTaigroup’s coal marketing macro environment are analyzed, at the same time from potentialentrants, suppliers, buyers, substitutes, and the five aspects of current competitors for YiTaigroup micro environment carries on the analysis of coal marketing, based on the SWOT analysis method to the YiTai group themselves exist advantages and disadvantages,external opportunities and threats for the analysis of the system.Finally, on the basis ofabove research, proposed the YiTai group coal marketing strategy.On the basis of comprehensive analysis, this paper combine the guidelines of YiTaigroup and the development strategy and the actual situation of the enterprise, based on themarket marketing4p marketing mix theory proposed the YiTai group’s coal marketingstrategy of product strategy, price strategy, channel strategy and promotion strategy.For theeffective implementation of the marketing strategy is also put forward some relatedguarantee measures: Pay attention to market changes, enhance the modern marketingconcept;To strengthen the construction of enterprise culture, improve enterprisemanagement level;To strengthen the construction of information network and theconstruction of a transportation network;Build scientific product structure and reasonableprice management system.