Research On Marketing Strategy Of A Coal Enterprise

At present,China’s economy has entered a new normal in an all-round way,energy demand is generally low,and a large number of coal enterprises are in trouble.At the same time,the promotion of power market reform requires coal enterprises to operate more market-oriented,and the lack of market competitiveness makes the enterprise still have the problem of unscientific marketing strategy in the development process,which is difficult to meet the diversified requirements put forward by consumers.Secondly,there are still many problems and defects in the internal pricing of coal enterprises,and the specific implementation of differential pricing is still difficult.Thirdly,direct selling is the most important sales channel,the problem of long-term existence of the link is too long,and the final price to consumers is too high,which brings serious adverse effects to the expansion of sales volume.In different stages of the development of marketing strategy,promotion is very important,but there is still a long-term monopoly in the coal industry,which makes the enterprise’s awareness of promotion is not strong,and the threat to the overall development of the coal industry can not be ignored.This paper takes a coal enterprise as the actual research object,and adopts the method of "questionnaire survey+theoretical analysis" to study the development and marketing of a coal enterprise.First of all,this paper summarizes the current situation of 4Ps marketing research in domestic and foreign coal enterprises.Secondly,by analyzing the concept and theory of marketing and using SWOT theory of marketing for reference,this paper analyzes the marketing situation and marketing environment of a coal enterprise,finds out the current marketing problems of a coal enterprise as well as the advantages and opportunities at home and abroad,and uses AHP to analyze the influencing factors According to the analysis results,combined with the important influencing factors of marketing,based on 4Ps marketing mix model,from the four aspects of product,price,distribution,promotion,re selection and positioning,targeted put forward the marketing plan and strategy in line with a coal enterprise.And from the three aspects of establishing modern marketing concept,strengthening marketing control and strengthening the training of marketing talents,this paper puts forward safeguard measures to ensure the efficient implementation of marketing mix strategy,which not only provides a reference for the marketing management of a coal enterprise,but also provides a reference for the operation and management of other coal enterprises in the current environment.