新常态下煤炭企业营销策略优化研究

Study on marketing strategy optimization of coal enterprises under new normal

在当前煤炭市场呈现产能过剩、供需矛盾突出、竞争激烈的新常态下,运用传统的4P营销策略进行煤炭营销活动,已很难适应新的市场要求,需要对其进行梳理、优化、再造并赋予新的内涵,煤炭企业才能走出困境,稳步发展。分析了4P营销策略的局限性,阐述了优化再造后SAVE营销策略的内涵,并提出淮北矿业集团在煤炭营销中具体运用的相关策略。

At present, there were an overcapacity, prominent contradiction between the supply and demand and serious competi- tion in the coal market. The application of the conventional 4P market strategy to the coal marketing activities would be hard to meet the requirements of the new market. It would be necessary to have the carding and optimization on the marketing strat- egy and then a new connotation should be given to the market strategy. Thus the coal enterprises could be out of the difficult position and could make a steady development. The paper analyzed the limitation of the 4P marketing strategy, stated the con- notation of the SAVE marketing strategy after the optimization and reconstruction and provided the certain related strategy ap- plied to the coal marketing of Huaibei Coal Mining Group.