Research On Coal Marketing Strategyof Kailuan (Group) Yuzhou Mining Company

The current situation of China's coal market is not optimistic,which is affected by the tightening of national environmental policies,the impact of imported coal,overcapacity and high stock.But in the big stage of China's energy industry,coal is an indisputable protagonist.In the past,the foreseeable future is still in the next few decades.Coal provides a reliable energy guarantee for the long-term stable development of the national economy,and has made great contributions to the society.In the face of the current situation of the complicated coal market,the marketing staff will have some problems,such as the lag of market research,the untimely adjustment of the price and the poor awareness of the market development.In order to adapt to the increasingly fierce market competition environment and become invincible in the coal industry competition,we must work out a coal marketing strategy that fits its own development.A set of correct and reasonable marketing strategies for coal is an important factor for the enterprise to achieve sustainable,stable and healthy development.First of all,the theory of marketing strategy are summarized,based on the research of the relevant literature,using Potter's five forces model and SWOT analysis model to analyze the company's internal and external environment,find the advantages and disadvantages of the company in the internal and external environment,opportunities and threats.Secondly,the actual situation of coal production,coal quality and coal sales is analyzed.Combined with the current coal market situation,the target market positioning of Yuzhou coal marketing is established.Third,according to the current coal economic development situation,we have established four marketing strategies that are suitable for the development of Yuzhou company,that is,products,prices,channels and promotion strategies.The establishment of the four marketing strategies is the basis for the survival of the coal enterprises under the new situation,which ensures that Yuzhou company can be invincible in the increasingly fierce competition in the coal market.Fourth,according to the development status of Yuzhou company,we have formulated the corresponding guarantee system,namely,strategic guarantee,system guarantee,talent guarantee,refunds guarantee,resource guarantee,transportation guarantee,information guarantee and enterprise culture guarantee.The establishment of the guarantee system has provided an extremely important supporting role for the long-term development of Yuzhou company.This paper studies the coal marketing strategy of Yuzhou company,hoping to play a reference role to the related coal enterprises.