煤炭市场差异化营销策略探讨

Approach on Differential Marketing Tactics of Coal Market

我国许多行业都面临着同质化的问题,煤炭行业也是如此。传统的营销手段已很难适应快速变化的市场和千差万别的客户需求。实施差异化营销,形成差异化优势,是一种值得借鉴的现代营销策略。探讨了差异化营销的内涵和理论基础,以及实施差异化营销策略的动因。并以淮北矿业集团为例,分析了煤炭市场差异化营销策略。

Many sectors in China are faced by a homogenization problem and the coal sector also is faced by the same problem. The traditional marketing means are hard to suit the rapid varied market and different customer requirements. The practices on differential marketing with differential advantages would be a modern marketing tactics with reference values. The paper discussed the connotation and theoretical base of the differential marketing and the motivation to implement the differential marketing tactics. Taking Huaibei Mining Group as a case, the paper analyzed the differential marketing tactics of the coal market.