Study On Marketing Development Strategy Of Shandong Energy Group Co.,Ltd

Coal is China’s basic energy source.The coal industry has been accompanied by the rapid development of China’s economy and experienced a golden period.Coal overcapacity since 2010 began to emerge,especially in 2012,our country coal begin to enter the "winter",the domestic economic slowdown,production release,excess demand brought a backlog of coal,coal industry development prospects are grim.Shandong energy group,a large energy group,was established in 2011.The group has six mining groups and several companies under its jurisdiction.In the current environment,it is very important for the group to select and formulate marketing strategies for coal main industries in order to give full play to its advantages,adapt to environmental changes,and achieve its development goals.This paper studies the coal marketing strategy of Shan Dong Energy Group through questionnaire survey and hierarchical analysis.First of all,it elaborates the relevant theories of marketing strategy,as well as the strategic analysis and selection tool,which lays a theoretical foundation for the writing of this paper.Second,through questionnaire survey,combined with the present situation of marketing strategy of Shan Dong Energy Group,analyzes the existing problems in group marketing strategy,including a lack of complete and systematic marketing strategy,marketing strategy control is weak,the marketing organization structure is not reasonable,and the marketing management personnel management is not perfect;Thirdly,the paper analyzes the internal and external environment faced by Shan Dong Energy Group and the opportunities and threats facing it by means of PEST and porter’s five forces model.Fourth,through the market segmentation is clear about two types of target customers:demand for large span,quality index and the larger the power industry and the cement building materials industry clients and has environmental advantages of low-sulfur coal users and chemical coal iron and steel industry.And with the aid of and IFE matrix,EFE matrix selection with the aid of advantage and opportunity of growth strategy(SO strategy),set up the brand marketing strategy,green marketing strategy,service marketing strategy of three strategic combination;Finally,to make to smooth implementation of the marketing strategy,from the aspects of ideology,organization,personnel and information security measures are put forward,including sets up the "six" strategic control thought,clear organization marketing duties at the level of access,improve the marketing personnel quality and management level,improve the marketing information management system.Through the research of this paper,it is helpful for Shan Dong Energy Group coal marketing strategy to realize the long-term sustainable development of the group.At the same time,it has strong reference significance to the national coal enterprises.