动态环境下煤炭企业柔性营销策略研究

A Study of the Flexible Marketing Strategy of Coal Enterprises in Dynamic Environment

柔性营销策略是企业应对市场环境不稳定性、不确定性的一种新型的营销策略。面对动态多变的市场环境,煤炭企业的生存和发展不断地经受一次次的严峻考验。在这种环境下,煤炭企业应该实施柔性营销策略,以市场为导向及时对环境变化做出有效的回应,本文从柔性营销及其意义入手,基于4P理论分析了我国煤炭企业营销现状,并针对营销现状提出了动态环境下我国煤炭企业柔性营销策略,以促进我国煤炭企业树立现代的营销理念,积极调整优化营销策略,提高对市场环境变化的适应性、回应性。

Flexible marketing strategy is a new type of marketing strategy that enterprise uses to cope with the instability and uncertainty of market environment. Facing the dynamic changing market environment, the survival and development of coal enterprise constantly undergo severe test. In this situation, coal enterprises should imple- ment flexible marketing strategy and make effective response to the change of environment under the guidance of market. The paper analyzes the present situation of coal enterprise marketing based on the 4p theory and puts for- ward the flexible marketing strategy of coal enterprise so as to promote our coal enterprises to set up modem market- ing concept and respond to dynamic changes of marketing environment positively.