煤炭企业创新营销初探

Study on Innovative Marketing of Coal Enterprises

伴随新能源的迅速发展以及煤炭市场供求逐渐趋向平衡的新形势,煤炭企业也必须寻找对策以应对激烈的市场竞争。在这一背景下探讨煤炭企业创新营销,提高煤炭企业竞争力,是时代发展的要求。目前,我国煤炭市场存在着营销观念陈旧,煤炭产品质量较低、品种单一,价格不合理,营销渠道紊乱等问题。应采取高度重视煤炭营销工作,采取以用户为中心的4C战略,加强营销渠道管理等措施予以解决。

This paper focuses on some measures for improving the competitiveness of coal enterprises in view of some problems existed in coal market: the antiquated marketing views;coal product quality is low,and the variety of products is single;the price is unreasonable;marketing channel is in confusion.These methods include: paying much attention to coal marketing work;adopting user-oriented 4C(Customer,Commodity,Communication,and Channel) strategy;strengthening the management of marketing channels.