Study On Marketing Strategy Of Shaanxi Coal Chemical Industry Group

In recent years,with the rapid development of China's economy,coal,as the most important energy resources,is also driven up.In the new era,the transformation of coal enterprises from simple coal producers to coal operators has become the trend of transformation and development of energy enterprises.At present,I am mainly responsible for the research of market policy,production and transportation demand,economic operation and other aspects of China's coal industry,and I have some experience and experience in coal market,mechanism,operation and management.With the opportunity of this research,I want to make an in-depth discussion and Research on the marketing strategy of Shaanxi coal chemical industry group,so as to play a positive role in the sustainable development of domestic coal enterprises.First of all,the introduction part introduces the background and research significance of this paper,we see the determination and will of Shaanxi coal group to become a world-class enterprise,and also want to make the enterprise management more perfect through the research of marketing strategy of Shaanxi coal group,expecting to provide reference for the benign development of the industry.At the same time,combing and commenting on the market in combination with the current research status of the coal industry at home and abroad,and explaining the research content and methods of the paper.From the two parts of "relevant theory" and "relevant method",the theoretical basis of this research is summarized respectively.Secondly,it makes a preliminary description of the main economic indicators of Shaanxi coal group,chemical industry,steel,electric power and other related industries.Through the introduction of several available resources,such as Yubei coal industry,Shanbei mining industry and Tongchuan Mining industry,the understanding of the enterprise is increased,and the multi-dimensional cognition of the marketing status of Shanbei coal group is obtained from the aspects of products,prices,channels,etc.Thirdly,by analyzing the macro environment of politics,economy,society andtechnology of marketing environment of Shaanxi coal group,combined with the comparative analysis of industry competition environment,the impact of social and economic environment on product consumption and SWOT method,the paper sums up the unique advantages and opportunities and threats of the enterprise.The paper makes in-depth analysis and research for the enterprise from multiple perspectives This paper summarizes and summarizes the main problems existing in the new era of market operation.Finally,based on the analysis,comparison and summary of the previous parts,STP analysis is made on the market segmentation,target and positioning of enterprises.According to 4Ps theory,Shaanxi coal group is formulated from product strategy(unifying standards,improving quality and utilization,promoting green production),price strategy(system construction and system reform),channel strategy(external,network,logistics)and other aspects Group marketing strategy,and from the market supervision and early warning,coal related transactions,marketing organization construction,marketing mode,team recruitment,assessment,incentive and other aspects of the establishment of the corresponding implementation of safeguards.