M Group Coal Business Marketing Strategy Research

Affected by the global economic downturn and the impact of the national economic downturn,the slowdown in the growth of energy demand,the domestic coal market has undergone great changes,has changed from the seller's market to the buyer's market.First,the Chinese economy has entered into the structural adjustment and upgrade the medium speed development period,the growth of hydropower,wind power,nuclear power and compressed growth space,the national environmental policy of coal industry is also a great influence,at the same time,imported coal will continue to intensify competition in the domestic coal market competition,coal enterprises will face greater risks.M group as a large state-owned coal group,its business model to maintain a certain competitive advantage in the downstream of the coal market,but how to play the advantages of M group,how to improve the deficiencies in current economic environment,marketing strategy planning is essential.Since 2013,the domestic coal market fully liberalized.M group's coal trade is faced with the high cost of procurement,customer reduction,performance growth difficulties,market competition and other aspects of brutal pressure,the development of enterprises has been a bottleneck.Therefore,the M group's marketing strategy is also put forward higher requirements,this paper based on the marketing environment analysis theory,PEST,SPT,SWOT analysis model of the coal business marketing strategy of M group.First of all,the coal enterprise marketing background and significance of the research are summarized,the research status at home and abroad are discussed from different scholars research perspective,introduces the research methods and research content.Based on the theory of marketing,this paper establishes the theoretical foundation of the thesis.Secondly,combining with the present situation of domestic and foreign industry consumption,various factors encountered in M group in coal marketing are analyzed and researched,and thus to the group company's transformation and innovation,to transform the optimization from the product,price and marketing strategies are analyzed.Finally,aiming at the key link,the problem from the analysis,and put forward the improvement of the modern enterprise system,the enterprise talent,strong corporate culture,strong science and technology enterprises and a series of security measures,so as to make the M group to establish a market competition mechanism of marketing.