Research On Marketing Strategy Of Shaanxi Jihua Chaijiagou Mining Co.,Ltd.

As an important economic lifeline of a country,the advantages of coal energy are obvious.In the production and consumption of coal resources,since the establishment of the country has been occupying a large share.Coal has a very broad use,the coal industry has a very broad development prospects,China has also basically formed a buyer's market for coal products.The competition of today's enterprises is no longer the competition of products,but the competition of marketing strategies.If we adopt reasonable coal marketing strategies,the purpose of improving the core competitiveness of enterprises can be realized,and the development and profit can be realized continuously.However,the rapidly developing market brings many unknown risks to the enterprise.Enterprises that lack a keen sense of smell in marketing and are stuck in their ways will eventually be eliminated by the market.Therefore,coal enterprises that use traditional marketing methods are facing new opportunities and challenges.We must speed up the pace of change,attach importance to adjusting the coal structure,the marketing strategy and strategy will be re-established,so that the enterprise's competitive advantage can be used as far as possible,so that the development and profit can be constantly realized.The modern marketing theory and strategy is adopted in this paper,based on the industry environment and competitive situation of targeted and systematic analysis and research,the study of enterprise external environment by using PEST theory to unfold,basic analysis of industry competition situation using porter's five competitive model is complete,the advantages and disadvantages and opportunities and challenges in the process of enterprise development to clear through the SWOT analysis method.Then,by referring to 4Ps marketing theory and STP marketing strategy,the market analysis is carried out from three aspects,namely market segmentation,selection and positioning of target market,and detailed marketing strategies are proposed from four aspects,namely,product,promotion,channel and price strategy.Finally in order to make the implementation of the company's marketing strategy can proceed smoothly,through the establishment of the marketing concept,strengthening basic management,and standardizing coal transportation and sales management.This research is based on the research of the company's marketing strategy,pointing out the direction for the company's sustainable development and improving its core competitive advantage in the market.The research results of the thesis are for companies in the coal industry system that are more similar to those of Jihuajiagou Mining in Shaanxi The research and implementation of marketing strategies have certain reference and reference significance.