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Part I"Research on Coal Marketing Strategy"
[Paper Keywords]Coal Market Market Demand;Market Innovation
[Paper Abstract]This paper analyzes the current situation of the coal market, identifies the current problems of the coal market, and then conducts a demand forecast, and finally puts forward the innovative strategy of the coal market.
With China's booming economic development and national construction, the market demand for energy and raw materials has increased dramatically, and the inconsistency of China's exploration industry and extraction industry, some places have less market demand, and some places have more demand, which requires energy producers to set production according to market demand. To achieve sustainable development, it is necessary to be based on the market and do a good job in coal marketing. This article on the coal industry to analyze the coal market demand.
I, the current situation of the coal market
1. Coal production
According to the Bureau of Statistics bulletin, the national raw coal production of 2.38 billion tons, an increase of 8%. According to industry scheduling statistics, the output of state-owned key coal mines, local state-owned coal mines and township coal mines increased by 9.8%, 5.8% and 6.8% respectively.
2. Coal transportation and marketing
The average daily loading of coal shipped out by rail 46,971 cars, an increase of 1,002 cars, an increase of 2.2%; 1.12 billion tons of coal transported by rail, an increase of 49.46 million tons, an increase of 4.6%; the main coal ports shipped 407 million tons of coal, an increase of 36.65 million tons, an increase of 9.9%; sales of 2.209 billion tons of commercial coal, an increase of 165 million tons, an increase of 9.9%; sales of 229 million tons of coal, an increase of 3.9%. An increase of 165 million tons, an increase of 8.1%.
3. Coal import and export
According to customs statistics, the country exported 63.29 million tons of coal, a year-on-year decrease of 7.44 million tons, a decline of 11.7%; 38.21 million tons of imported coal, an increase of 17.79 million tons, an increase of 46.6%.
4. Coal prices
The original central government coal enterprises average selling price of commodity coal 301.55 yuan / ton, an increase of 1.10 yuan / ton, up 0.4%. The average price of coal for power generation was 216.18 yuan per ton, an increase of 6.93 yuan per ton, up 3.3%.
5. Accounts receivable
At the end of the year, the accounts receivable of coal enterprises above designated size 56.32 billion yuan, an increase of 11.12 billion yuan over the beginning of the year, an increase of 24.6%.
6. Realized profits
The coal enterprises above designated size realized profits of 67.7 billion yuan, up 25.3% year-on-year. Among them, state-owned and state-controlled enterprises realized profits of 38.9 billion yuan, up 18.5%.
7. Investment
Annual completion of 147.9 billion yuan, an increase of 31.6 billion yuan, an increase of 27.2%, an increase of 38.4 percentage points back.
8. Safety
The national coal mine *** occurred 2945 accidents, deaths of 4746 people, a year-on-year reduction of 361, 1,192 people, down 10.9% and 20.1%. Among them, 327 gas accidents, 1,319 people, a decrease of 87, 852 people, down 21% and 39.2%. Million tons of deaths 2.04 people, down 27.4%.
Two, the coal market problems and demand forecast
1. Existing major problems
1 in the construction of the scale is too large, the pressure of overcapacity increased. Coal fixed asset investment has experienced more than five years of rapid growth, the construction scale is expanding, and production capacity is rapidly increasing. Statistics show that the country is currently under construction in the coal mine project 1563, with a total size of 653 million tons, plus expansion, technological transformation and resource integration, new production capacity of about 830 million tons, has exceeded the coal industry "Eleventh Five-Year Plan" development plan to determine the size of the construction. The successive release of these capacities will intensify the pressure of overcapacity.
2. The policy of incremental expenditure centrally introduced, the cost of facing a sharp rise in pressure. In recent years, with the make-up of safety debts, improve the level of technology and equipment, coal production costs are growing faster. At present, there are a large number of policy incremental factors that have been introduced or are in the pipeline. For example, resource tax from 0.3 yuan to 1.2 yuan / ton, increased to 2.50 yuan to 4.00 yuan / ton; resource compensation fee from 1% of sales revenue to 3% to 6%; coal resource price average of 6 yuan / ton; extraction of safety costs of 20 yuan to 30 yuan / ton; increase the allowance for entering the wells, the establishment of the workers' compensation insurance system, the management of coal mining subsidence zones and shantytowns renovation, the levy of the unused land use tax on coal mining subsidence , sewage charges, etc. In accordance with the State Council agreed Shanxi Province to carry out the pilot policy of sustainable development of the coal industry, but also the establishment of mining environment management and restoration deposit, coal mine conversion development fund and coal sustainable development fund. The implementation of all of the above policies will increase costs by 50 yuan to 90 yuan per ton. From the perspective of promoting sustainable development, these policies are necessary, but too centralized implementation will lead to a sharp rise in coal costs. If you can not form the upstream and downstream product price transmission, all by the coal mine burden, will have a serious impact on the coal economy implementation
2. Future market forecast
1 coal supply and demand situation. From the coal demand point of view, with the gradual emergence of the effectiveness of the national macroeconomic regulation and control, the pace of elimination of backward production capacity will not slow down, the main coal-consuming industries continue to decline in coal consumption indicators. It is expected that the growth of coal demand will drop in 2007. From the coal production capacity, according to the scale of coal mines under construction and the construction cycle, 2007 and 2008 will be the new production capacity focused on the release of the period, the new production capacity will increase more. From the coal transportation point of view, the Daqin line, Houyue line after transformation, coal transportation capacity in 2007 will grow, but other lines of transportation has been saturated. Central China and other direct rail transportation area capacity continues to be tight.
Overall, the railroad capacity constraints will continue to be an important factor affecting the balance of coal supply and demand, to transport the pattern of production will not change significantly. It is expected that in 2007, coal supply and demand will remain in overall balance, the total amount of slightly loose trend, but regional areas, some coal types, individual periods of excess coal supply and the phenomenon of tension will exist at the same time. From the coal type point of view, the supply of high-quality power coal and strong bonded coking coal is tight, and the supply of low-quality coal exceeds the demand. From time to time, the problem of tight supply may still occur in regional areas during the peak summer and winter heating periods.
2 coal price trend. 2007, coal prices in general will remain moderate upward trend. This is both a certain inevitability, but also its reasonableness. Mainly, with the state to promote coal market-oriented reform, encourage the supply and demand sides according to the market supply and demand independent negotiation pricing, the original long-term low key contract price of high-quality coal, inevitably in accordance with the relationship between supply and demand and the degree of scarcity to the market price closer. At the same time, in the past two years, the country focused on adjusting the coal industry policy, policy incremental factors, coal production costs have risen sharply, but also inevitably promote the price of coal upward. China's coal resource utilization efficiency and energy conversion efficiency is low, such as the current coal consumption of thermal power generation is about 20% higher than the world's advanced level. Moderate increase in coal prices, is conducive to promoting the structural adjustment of the coal industry and energy-saving technological progress, is conducive to the realization of the "Eleventh Five-Year" energy-saving emission reduction targets.
Three, the coal market marketing strategy
1. Coal enterprise marketing innovation
Coal enterprise marketing innovation, first of all, to make up for the marketing of this lesson, understand what is the marketing concept. The so-called marketing concept, commonly referred to as an enterprise in the face of the enterprise, consumers and society in the distribution of three aspects of the attitude of the problem. Focus on solving the marketing is to promote, sell, sell coal one-sided understanding, from the production staff, management staff to make up for the whole process of marketing this lesson, in accordance with the fourth meeting of the eighth session of the National People's Congress of the marketing put forward by the "active development of the agency system, the chain management and other new marketing methods, the establishment of scientific research, development, production, marketing, close integration of mechanisms "Requirements from the technical management, production process, market development, marketing means, especially the ideological concepts, to make up for the lesson of marketing. To be through the whole staff of the whole process of marketing training, so that all employees realize that marketing is not just sales, but including marketing management, strategic planning process, market buying behavior, market demand forecasting and new product development and diffusion, pricing decisions, advertising planning, sales channels and other content of the integrated disciplines. And coal enterprises should learn from the Haier Group's business philosophy, that is, "the only constant law of the market is always changing.
2. Advertising is an important means of coal marketing
From the point of view of marketing innovation, the two companies key to seize the product's "selling points." The so-called "selling point" is the commodity into the market "entry point", is the most likely to cause consumers to buy desire "sensitive point", but also the product, the marketing approach is different from the other Competitors of the "difference point", theoretically speaking, is the "three degrees and two sides" innovation, "three degrees" that is, constantly improve the corporate image, entrepreneurs, enterprise product awareness, reputation, satisfaction; "three degrees" that is, constantly improve the corporate image, entrepreneurs, enterprise product awareness, reputation, satisfaction; "three degrees" that is, constantly improve the corporate image, entrepreneurs, enterprise product awareness, reputation, satisfaction. The "three degrees" is to continuously improve the corporate image, entrepreneur, enterprise product visibility, reputation, satisfaction; "two sides" that is, the embodiment of the combination of two aspects of the enterprise basic management innovation and marketing innovation.
Coal marketing innovation activities, ultimately a combination of systems, rather than a single factor, a single factor such as the concept of change, pricing is reasonable, advertising and publicity campaigns, etc., certainly very important, but from the achievement of a large enterprise in terms of sustainable development, the rational use of marketing in the concept of change on the basis of the enterprise products should be increased in the minds of users of credibility, purchasing power. Credibility, can buy the strength of the desire, that is, on the basis of innovation, coupled with advertising and publicity efforts, and strive to improve the reputation of the product in the innovation.
3. Establish a high-quality sales force
Enterprise marketing is to reflect the product information to customers, to let customers realize that the purchase of the product can indeed meet their needs, rather than simply introduce the enterprise's products and services, only to enable customers to establish a product and service information related to the supply and demand can establish a solid strategic cooperation. Relationship, and the maintenance and consolidation of this relationship, is inseparable from the quality of its sales staff, therefore, in the quality of innovation, carefully selected, carefully cultivate a group of people who understand both the production business, but also understand the management, but also the sales of the attack on the coal enterprise products to the community is critical, because this part of the people not only to study the characteristics of the enterprise's products and ****, and the use of the other areas, but also to study the customer needs, research Also need to study customer demand, research social demand, so as to achieve the principle of maximizing the benefits of marketing.
4. Continuous innovation, flexible and resourceful marketing tactics
Marketing management innovation on the one hand requires companies to establish a flexible and efficient, vitality of the marketing organization system, so that all levels of full coordination, timely and effective operation in accordance with the market changes, on the other hand, requires companies to take a flexible and resourceful marketing tactics in the in-depth market surveys, analysis of market dynamics, selecting the target market, and good market positioning. Market, grasp the market positioning, scientific determination of prices, a reasonable choice of sales channels on the effort, grasp the combination of promotions, the use of direct sales, distribution, agents and other forms, the establishment of a diversified, multi-channel, fast information, good service, high reputation, market development, product sales, payment recovery, after-sales service, information feedback in one of the marketing network. To achieve the above goal, in the buyer's market, we should fully realize that the coal quality is directly proportional to the selling price, the coal quality is directly proportional to the user's desire to purchase, the coal quality is directly proportional to the sales volume, the coal price is inversely proportional to the user's desire to purchase, the coal price and sales volume is inversely proportional to the coal quality and the user's desire to purchase, the coal price and sales volume is inversely proportional to the coal quality and the user's desire to purchase. In order to correctly deal with the above proportionality, the production of coal should also be scientifically categorized according to the coal quality indicators, the development of a series of product quality standards and price fluctuation standards, the formation of a multi-coal in the integration of the supply series, so as to achieve the purpose of meeting the needs of customers.
5. Depth of marketing strategy
To realize the depth of marketing, a company from the simple product marketing, to all-round marketing. The biggest feature of deep marketing is to jump out of the circle from focusing on product sales to focus on the customer's system solutions. Depth of marketing not only let the product from the "commodity to the currency of this thrilling jump", but also through the depth of the marketing mix of strategies to create customer brand loyalty, to maintain the market sustained, benign and rapid development, market control, competitiveness, the maximization of competitiveness. Secondly, we should concentrate and integrate enterprise resources to establish an unbreakable strategic regional market. Now, with the intensification of market competition, looking at the whole country, comprehensively spread the net as well as a wide range of strategic tactics in the market is more and more unworkable, its high marketing costs, multi-faceted enemies of the embarrassing situation, so that many enterprises from now on on the road of no return. Therefore, make full use of the depth of marketing, focusing on the advantageous resources, attacking the weak links of competitors, in order to establish their own strategic regional market, almost become a large number of enterprises **** knowledge.
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