供给侧结构改革下的煤炭营销策略探究

Study on coal marketing strategy under supply-side structural reform

分析了当前在供给侧结构改革背景下,我国煤炭市场经济形势有所回稳,但总体形势仍不容乐观,产能过剩、进口煤冲击、库存增高,煤炭价格的大起大落制约着煤炭企业的发展。在这种复杂多变的市场形势下,煤炭企业营销往往表现出对营销概念模糊、市场研判落后、产品结构渠道单一、价格手段不灵活、市场开发意识较差问题。基于此,为使煤炭企业在激烈的竞争环境中立于不败之地,从营销策略的角度对产品定价、营销渠道、产品组合、服务质量和产品品牌等方面提出了加以应对的策略建议。

With the analysis on the present supply-side structural reform,the economic situation of China coal market is slowly returning to stable.The general situation of the coal market is not optimistic.The overcapacity,imported coal impact,inventory increased and the sharp fluctuated coal prices would restrict the development of the coal enterprises.Under the complicated and varied market mode,the marketing of the coal enterprises would have a hazy marketing conception,backward market study and judge,single production structure and channel,inflexible price means,poor market development sense and other problems.Therefore in order to make the coal enterprises in an invincible position under the condition of the serious competitive environment,from a view of the marketing strategy,the paper discussed and provided the proposals on the countermeasures to the product pricing,marketing channel,product combination,service quality,product brand and other aspects.