开滦集团产品营销策略研究

本科论文关键词：煤炭企业；SWOT分析；营销策略AbstractChina is the world's largest coal producer and consumer.The coal-dominated energystructure supports China's rapid economic development.Due to the influence of the plannedeconomic system,the production,sales and management modes of most coal enterprises inChina have been unable to adapt to the development of the market economy.In order to adaptto the current product competition environment and remain invincible in the competition inthe coal industry,it is necessary for coal enterprises to formulate unique marketing strategiesin line with their own development.This article takes Kailuan Group as the research object,firstly introduces the relevanttheoretical knowledge briefly,and provides a theoretical basis for the following thesis writing.Secondly,the PEST analysis method is used to analyze the marketing environment of the coalindustry,and the five-force analysis method is used to analyze the competitive environment ofthe coal industry.Next,analyze and study the internal environment of the enterprise and thecurrent situation and existing problems of the marketing management of Kailuan Group's coalproducts.Through the analysis of Kailuan Group's marketing environment and the actualmarketing activities carried out with the company,it discovered that the company's problemsin the coal product marketing process:production and sales work are not coordinated;producttarget market positioning is not reasonable;sales work information The level of chemicalconversion is low.Finally,according to the current market economic situation of coal products,fourmarketing strategies in line with the development of the company were formulated,and fourspecific optimization suggestions were proposed for the specific problems in the company 'smarketing management process,that is,innovative marketing concepts and production-saleslinkage Mechanism;innovative marketing model,actively develop online users;improvemarketing performance evaluation indicators,optimize the evaluation system;establish andimprove the talent guarantee mechanism.