Research On Coal Marketing Strategy Of Shaanxi Coal Chemical Group Under The New Normal

Facing China’s economic slower growth, economic structure continuously adjustments and the national environmental policy implementation efforts constantly upgrade, the total coal consumption has been controlled. Simultaneously, the durative accelerating development of ecological energy industry has also further affects the energy market pattern.Coal serious excess capacity, high inventories, prices continued to decline in the current become a serious challenge for each coal companies need to face. Under normal economic development of the new market context, to adapt to the new situation calls for the development of coal marketing strategy of coal enterprises to better adapt to the new normal and achieve new development is of great significance.Taking Northwest China’s first global top 500 coal enterprises---Shaanxi Coal Chemical Industry Group Co., Ltd. for the study, closely around the current situation of Shaanxi coal group coal marketing management, starting with the macro-environment of the coal market, industry environment, micro-environment, analyzes the situation and Shaanxi coal Chemical Group marketing major problems.Secondly, SWOT analysis of Shaanxi coal group in the coal industry has strengths, weaknesses, opportunities and challenges of portfolio analysis and marketing strategy selection, and finally the use of marketing theory 6P Shaanxi Coal Chemical Group to develop a strategy to diversify products and services, differentiated pricing strategy, diversified marketing strategy, direct supply large supply policy, government policy and coordination of brand strategy as the main means of coal marketing strategy.Finally combined with the actual situation of Shaanxi Coal Chemical Group to develop the implementation plan and proposed safeguards.The significance of this paper is help Shaanxi Coal and Chemical Group that the coal sales will be steady and better in the "new normal" market situation. At the meaning time, hopefully this paper would have some referenced function for other coal enterprises which could actively adjust marketing strategies to respond market ice and restructuring turnaround.