摘要
III
论文题目：SD公司煤炭产品营销策略研究
专 业：工商管理
学员姓名：张 坤 学员签名：
指导教师：徐瑞平 副教授 导师签名：
摘要
随着国家产业结构的调整，能源机构也随之不断优化，特别是随着年初国家要求煤炭
去产能和煤矿减量化生产政策的影响下，使煤炭市场发生了非常大的变化，伴随着去库存，
煤炭价格逐渐止跌，SD公司也迎来了良好的转机。煤炭市场依然面临供大于求的现状，
做好市场营销工作显得尤为重要，怎样把营销理论知识同SD公司的销售现状相结合，使
煤炭销售的问题得以解决，并进一步改进煤炭销售的方法，如何开拓新的煤炭市场，开发
新的客户，使公司的利益最大化，是本文研究的核心问题

本文以SD公司为研究对象，将市场营销理论与本公司煤炭产品的特点和煤炭欧亿·体育（中国）有限公司现
状相结合，认真分析SD公司的内、外环境及现阶段的营销状况，找出营销过程中的不足，
并应用SWOT矩阵法综合分析其优、劣势及机会、威胁。通过分析，得出我公司应当利
用自身雄厚的实力、品牌价值高、公司所处区域煤炭资源丰富、不断增强的运输能力、有
配套先进的洗煤厂、产品多样化以及注重科技创新等优势，对煤炭产品的市场进行细分、
选择及定位，进而制定SD公司的营销策略，并提出与之匹配的营销策略的实施建议

本文利用市场营销理论知识结合SD公司实际，指出其在煤炭产品营销策略方面的欠
缺点，提出建设性营销策略，对SD公司的煤炭产品营销提供有效指导

【关 键 词】煤炭市场；煤炭产品；营销策略
【论文类型】应用研究
Abstract
IV
Title: SD company coal product marketing strategy research
Major: Business Administration
Student: Kun Zhang Signature:
Supervisor: Ruiping Xu Signature:
Abstract
Along with the national industrial structure adjustment, energy agency grew with
optimization, especially along with the national requirements at the beginning of coal to
minimize capacity and coal policy, under the influence of the coal market produced very big
change, along with inventory, the price of coal gradually falling, SD company also ushered in
the good chance. Coal market is still facing an oversupply of the status quo, to do a good job of
marketing is particularly important, how to put the marketing theory combined with SD
company's sales situation, to solve the problem of coal sales, and to further improve the method
of coal sales, how to explore new coal market, develop new customers, to maximize the
interests of the company, is the core of this paper study the problem.
Based on SD company as the research object, the market marketing theory and the
characteristics of coal products of the company and the status quo of the coal industry, the
combination of internal and external environment of careful analysis of SD company and the
current marketing situation, points out the insufficiencies in the process of marketing, and
applies the SWOT matrix method comprehensive analysis on the advantages and disadvantages,
opportunities and threats. Through analysis, it is concluded that the company should use its own
powerful strength, high brand value, company locates the regional coal resources are rich, and
constantly enhance the transport capacity of coal preparation plants, form a complete set of
advanced, product diversification, and pay attention to the advantages of the scientific and
technological innovation, the coal market segmentation, selection and product positioning,
formulate the SD company's marketing strategy, and puts forward to match the implementation
of marketing strategy recommendations.
In this paper, using the theory of marketing knowledge combined with the actual SD
company, points out its lack in coal product marketing strategy, marketing strategy put forward
constructive, coal product marketing in the SD company provide effective guidance.
【Key Words】The Coal Market; Coal products; Marketing Strategy
【The paper type】Applied Research
目录
I
目录
1导论 ........ 1
1.1研究背景 .. 1
1.2研究意义 .. 1
1.3研究内容和框架 .. 1
1.3.1研究内容 .... 1
1.3.2研究框架 .... 2
2理论基础4
2.1市场营销理论发展 .......... 4
2.1.1市场营销的概念 .... 4
2.1.2市场营销在国外的发展 .... 4
2.1.3市场营销在中国的发展 .... 5
2.2 STP理论 .. 5
2.2.1市场细分 .... 5
2.2.2目标市场选择 ........ 5
2.2.3市场定位 .... 5
2.3营销策略理论 ...... 6
2.3.1产品策略 .... 6
2.3.2价格策略 .... 6
2.3.3渠道策略 .... 7
2.3.4促销策略 .... 8
3 煤炭产品营销外部环境分析 ... 9
3.1中国煤炭欧亿·体育（中国）有限公司发展概况及趋势 .. 9
3.1.1中国煤炭欧亿·体育（中国）有限公司发展概况 .... 9
3.1.2中国煤炭欧亿·体育（中国）有限公司发展趋势 .. 10
3.2煤炭市场供给分析 ........ 14
3.3煤炭市场需求分析 ........ 21
3.4煤炭市场竞争分析 ........ 24
3.4.1煤炭欧亿·体育（中国）有限公司竞争区域分布 .. 24
3.4.2竞争不同性质企业分布 .. 24
3.4.3竞争企业区域市场分布 .. 25
4 SD公司煤炭产品营销现状及存在问题分析 26
4.1SD公司概况 ....... 26
4.1.1SD公司简介 ......... 26
4.1.2SD公司所属煤田概况 ..... 26
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