Y Company’s Coal Sector Key Customers Marketing Strategy Optimization Under The Background Of "Double Carbon"

The goal of carbon emissions peak and carbon neutrality is a strategic choice made by China in the process of promoting the construction of ecological civilization and high-quality development continuously,which will point out the direction for the development of conventional energy resources.“Carbon emissions peak and carbon neutrality should be based on China’s actual situation of energy resources.We should adhere to the principle of ‘standing before breaking’ and promote the realization of carbon peaking and carbon neutralization actively and steadily to ensure energy security.” said by Xi Jinping in the report of the 20 th National Congress of the Communist Party of China.Coal based comprehensive energy enterprises are part of important responsibility subjects to implement China’s carbon peak and carbon neutral tasks and play an important role in energy security and low-carbon development.Y Company which is mainly engaged in power,coal,petrochemical and other energy industries is a comprehensive energy listed company in Shanxi Province.As the source of stable cash flow,the coal sector plays an important role in the development of the company.With the promotion of“double carbon”,the energy structure adjustment will be further strengthened.Y Company’s coal sector is facing a severe situation of decreasing market share and increasing competition risk.Therefore,only by placing the development of the enterprise under the consideration of “double carbon” policies,strengthening market research and judgment,accurately grasping the market trend,focusing on key customer relationship management and formulating reasonable marketing strategies,the Y company’s coal sector can achieve a sustainable development.This paper takes Y Company as a case study to explore the problems and optimization countermeasures of its key customer marketing management under the background of “double carbon” from the perspective of key customer marketing.First of all,the marketing environment of coal industry under the background of “double carbon”is comprehensively and systematically analyzed.The PEST analysis method is used to analyze the macro environment where the company is located and the micro environment is analyzed from three aspects: the competition analysis of alternative products,the competitors in the same industry and the demand analysis of key customers.The changes in the industry competition environment and the consumption demand of key customers faced by the company under the “double carbon” are described comprehensively,providing support for better key customers marketing.Secondly,it analyses the marketing status of Y Company by conducting a survey of key customer satisfaction.The customer satisfaction model of Y Company is constructed based on the ECSI model,and the customer satisfaction evaluation indicator system is formed with 5 primary indicators and15 secondary indicators such as coal quality compliance,product structure suitability and coal quality inspection credibility.By the analytic hierarchy process and fuzzy comprehensive evaluation method to obtain the satisfaction evaluation of the key customers,it is found that the product structure,payment method,coal transportation management and service efficiency of Y Company still need to be further optimized.Finally,the SWOT analysis method is used to systematically integrate and arrange the important factors of Y Company marketing,so as to comprehensively consider the optimization strategy.On this basis,it clarifies the overall direction of key customer marketing under the “double carbon” background of Y Company,and proposes specific optimization measures from five aspects of product,price,place,promotion and customer service,as well as implementation guarantee of enterprise system and marketing team construction.