本文通过详细分析了在经济全球化进程中，国际、国内煤炭市场的特点、未来发展
的格局及煤炭生产企业所面临的优势与劣势，通过市场营销理论对华煤集团进行全面分
析。提出了面对竞争激烈的煤炭市场，煤炭企业如何创新营销策略。围绕这一策略的实
施，本论文采用科学有效的营销方法来提高企业的竞争能力，抓住机遇，规避威胁，克
服弱势，利用自身的优势，获得更长远的发展，研究当前煤炭企业的内部环境，包括其
优势、劣势以及所面临的机会和威胁。通过结合目前煤炭市场化进程以及国民经济、能
源发展的趋势，对本企业内部当前比较薄弱的煤炭营销策略做更加理性精准的分析，并
希望能够对今后逐步建立起一套能应对市场竞争的营销机制提供参考。
关键词：华煤集团；销售现状；优劣势；营销对策
Subject : Research of Marketing Strategy about Coal On Huating Coal
Indusatry Group
Specialty : Master of business administration
Name : Zhou Weijie （Signature）
Instructor :Yang Lihong （Signature）
Abstract
Coal resources are non-renewable resources, which is an important strategic resource, as
industry characteristics, as the one-time energy resources, coal is an integral part of domestic
industrial enterprises and residential sources of energy resources. As a business unit of coal
enterprises in coal resources, its sales methodologies and business strategies directly affect the
circulation of coal resources is smooth, whether effective supply to meet market demand for
coal resources and resource balancing stability. After a period of rapid consumption of coal
resources, the recent sale of our domestic coal resources market, there is a new situation.
Although the structure of the total energy demand is still at the level of the fast-growing, but
the corresponding internal demand structure has undergone great changes, such as the design
of further optimization of energy structure, and the layout of the coal industry increasingly
focused on internal presentation , the competitive structure of the market is facing a new
phase of consolidation, major groups within the coal industry competitiveness and more
powerful.
Coal production enterprises are facing the advantages and disadvantages of a
comprehensive marketing theory. Facing the fierce market competition in the coal, the coal
enterprises to innovative marketing strategies. Around the implementation of this strategy, this
paper uses scientific and effective marketing methods to improve the competitiveness of
enterprises, seize opportunities and avoid threats, overcome weaknesses, exploit their own
advantages, access to longer-term development, the current study the internal environment of
coal enterprises , including its strengths, weaknesses, opportunities and threats. By combining
process of the coal market and the national economy, the current trend of energy development
on the current relatively weak internal marketing strategy to make coal a more precise
analysis of the rational, and hope to be able to gradually build the future of a marketing deal
with market competition mechanism reference.
Keywords: China Coal; marketing situation; advantages and disadvantages; Marketing
Strategy
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