SC Coal Group Coal Marketing Strategy Research

China’s "dual carbon" goal will greatly affect the pattern of energy supply and demand,and coal will gradually transform from the dominant energy to the basic guaranteed energy.Based on this background,coal enterprises need to take precautions and do a good job in the transformation of coal marketing strategy,to make the strategy variety from passive to active.At present,many coal enterprises are still based on the traditional coal marketing model,lack of coal market development prospect analysis,coal sales are in a "passive" position.SC Coal Group is a super large coal production enterprise mainly based on traditional coal marketing mode.Through the transformation of coal marketing strategy,the transformation of the whole company’s operation mode is being promoted.This paper takes the coal marketing strategy of SC Coal Group as the research object,which can provide reference for the development of other coal enterprises and has certain practical significance.In view of SC Group’s coal marketing strategy transformation,this thesis analyzes coal marketing strategy a based on 4P,STP and marketing strategy theory.The second step is to analyze the questions and reasons of SC Group’s coal marketing.The third step is to analyze the internal and external environment by using SWOT method.The fourth step is to put forward coal marketing strategy of SC Group based on situation of SC Group’s development.Finally,from the four aspects of cultural construction,marketing concept,organizational construction and marketing platform,the paper puts forward the guaranteed measures for SC Group coal sales.In terms of the problems and causes of SC Group’s coal marketing,this paper introduces the production capacity,operation status,sales scale,and relevant policies of SC Group,and specifically analyzes the status quo of SC Group’s product,price,place and promotion.On this basis,this paper further studies SC Group’s existing problems in coal marketing,and then take an in-depth analysis of the causes of these problems,which provides realistic background for the subsequent analysis of SC Group’s coal marketing environment.The study has found:the major problems that SC group coal marketing have are major coal product innovative deficiencies,imperfect pricing mechanism,unsmooth and single way to promote the marketing place.The causes of these problems are lack of enterprise product development idea,the unclear group pricing system,low quality of the professional marketing team and lack of marketing innovation incentive mechanism,etc.In terms of SC group coal marketing environment analysis,this thesis analyzes macro environment of SC Group’s coal marketing by using PEST analysis theory.The coal industry environment is also analyzed based on Porter’s Five Force model.SC Group’s four aspects including the strengths,weaknesses,opportunities and threats are analyzed are analyzed by SWOT method.Through the above analysis,there is a comprehensive understanding of the coal marketing environment of SC Group.The results show that SC Group under the national clean energy and high environmental quality requirements to improve product quality,pay attention to product environmental protection;SC Group needs to make full use of its strengths and avoid its weaknesses,seize development opportunities,accurately position the target market of the enterprise,and formulate accurate marketing strategies.In terms of SC Group’s coal marketing strategy formulation,based on the analysis of marketing status and environment,the coal marketing strategy of SC Group is formulated according to STP theory.Firstly,the coal market of SC Group is divided.Then,select the target market and determine the group’s market positioning based on the actual production situation,operation situation and product advantages of SC Group.On this basis,formulate SC Group specific marketing strategy.The results show that SC Group can strengthen the advantages of coal varieties,develop customized production mode,and develop new products by high-tech.In terms of sales price,the implementation of differentiated pricing strategy,price discount pricing strategy,the development of long association users spot auction mode;In terms of sales place,we should increase sales strength of e-commerce channels,increase coal middlemen and optimize transportation layout.In terms of sales promotion,we use the concept of relationship marketing to strengthen communication with customers,give full play to the effect of advertising,and improve the level of precision marketing.Finally,this paper puts forward corresponding safeguard measures from four aspects,including strengthening enterprise culture construction,reforming enterprise marketing concept,perfecting coal marketing organization structure of construction enterprise and constructing enterprise marketing information platform.The value of this study lies in putting forward appropriate coal marketing strategy and safeguard measures for SC coal group based on the analysis of coal marketing present situation and existing problems.This strengthens SC Group’s coal marketing ability and promotes the development of group.Simultaneously,this also enriches the coal marketing theory foundation and puts forward coal marketing analysis.It can be used as reference for other coal enterprises to develop marketing strategies.