华北地区动力煤煤质特征及其产品差异化营销策略研究

Research on characteristics of steam coal quality and marketing strategies of the products differentiation in North China

分析了2012年华北地区7家大型煤炭企业的煤质状况,在参考现行煤炭质量国家标准的基础上,对动力煤各质量指标进行了简要分级,并在综合评价基础上,得到了亚优质动力煤所占比例最大、特优质和优质动力煤所占比例很小的结论。最后,立足于产品、价格、运输、客户关系、地区、品牌、服务7个营销要素,提出了相应的煤炭产品差异化营销策略供企业参考。

The authors analyzed coal quality status of seven large enterprises in North China in 2012, and briefly classified each quality index of steam coal by reference the current national standard of coal quality to make the conclusion of sub-high-quality steam coal accounts for the largest proportion, and sup-high-quality steam coal and high-quality steam coal account for less proportion. Finally, the authors also provided enterprises references on corresponding marketing strategies of products differentiation to basing upon seven marketing elements, products, prices, transportation, customer relations, regions, brands and service.