本文旨在根据对煤炭产业整体发展环境分析的基础上，以山西X煤炭集团为实际
研究对象，通过实地访谈等研究方法，发现山西X煤炭集团目前存在的营销问题，并
以相应的营销理论为指导，针对问题提出具体的营销策略。论文首先对国内外研究现
状进行了综述分析，特别是对煤炭企业的市场营销策略的研究现状作出了详细的列
举，并指出了文章的研究方法与创新之处；文章第二部分对市场营销的相关概念及理
论进行了阐述，特别提出了互联网营销理念与4ps营销组合策略；文章第三部分针对
我国整体煤炭产业的发展环境进行了分析，特别指出了政策的变动以及技术的发展对
煤炭行业的影响所在，并为后文对山西X煤炭集团的发展环境分析提供了借鉴；文章
的第四部分则在此基础上，首先客观分析了山西X煤炭集团的营销现状，其次则应用
了实地调研访谈的方法对该集团内部存在的营销问题从产品、价格、渠道和促销四个
方面进行了分析，包括其在市场营销过程中产品组合供给能力不足、不同客户差异化
定价不足、煤炭产品营销渠道整合力度不足，关心营销理念不足导致与客户沟通不足
等
文章第五部分针对上述问题提出了山西X煤炭集团营销组合策略。从产品方面来
讲，应针对客户需求及当前形势优化产品组合，强化煤炭品种优势，开发气精煤、洁
净型煤并延伸产业链，加强产品质量管理。从价格方面来讲，集团需要针对不同客户
制定差异化的价格方案，对用户进行分类价格管理，明确在不同市场情况下的价格操
作方案，对价格策略进行综合管理。从营销渠道来讲，集团需要借鉴神华模式，发展
B2B平台，实现线上线下业务的无缝链接，运用“互联网+”提高用户购买的便利性，并
构建绿色物流体系。从促销策略来讲，山西X煤炭集团需要提升销售管理人员素质，
借助关系营销理念，加强与客户交流并优化公共关系。此外，集团还要注重提升自身
的服务营销质量，并强化营销管理组织保障
论文最终得出结论：山西X煤炭集团必须在当前的“互联网+”、“一带一路”、“三
期叠加”等宏观政策的导向下，综合运用营销组合相关理论，通过结合目前煤炭市场化进程的趋势，明确自身的营销问题所在，分析自身的内部薄弱环节，严格实施符合
自身特点的4PS策略。唯有如此，山西X煤炭集团才能在激烈的市场竞争中保持竞争优
势，并能够持续、健康发展
关键词：煤炭企业；山西X煤炭集团；4PS营销组合；“互联网+”；关系营销ABSTRACT
For the traditional coal industry, faced with the problem of the current industry
overcapacity, and lack of market competition, the coal enterprises must ensure old
customers not to lost, as much as possible for new customers, in order to achieve the
sustainable development of enterprises. In order to achieve this goal, it is necessary to
establish a scientific marketing strategy to guide the marketing practice of enterprises, so as
to help the coal enterprises to enhance their marketing capabilities and enhance the
competitiveness of enterprises.
Based on the overall development of the coal industry environment analysis, taking
Shanxi X Coal Group as the research object, through interviews and other research methods,
this paper proposes the existing marketing problems, and also puts forward specific
marketing strategies to solve the problem with the corresponding marketing theory. First
the paper summarizes the analysis of the research status at home and abroad, especially the
research status of marketing strategy for coal enterprises to make a detailed list, and points
out the research methods and innovations of the article are expounded; the second part of
the related concept of market and marketing theory, especially puts forward the Internet
Marketing idea and 4Ps marketing strategy; the third part analyzes the development
environment in China&39;s overall coal industry were pointed out, the effects of policy changes
and technological development of the coal industry, and for the analysis of the development
environment of Shanxi X Coal Group provides reference; the fourth part of the article is on
the basis of this, first of all objective analysis of the marketing situation of Shanxi X coal
group, followed by the application of the method of investigation and interview of the
group inside the camp Pin problems were analyzed from the product, price, channel and
promotion in four aspects, including in the process of marketing the product portfolio
supply ability is insufficient, different customers with different pricing problems of coal
products, marketing channel integration is insufficient, concerned about the marketing
concept due to insufficient communication with customers is insufficient.
The fifth part of this paper puts forward the marketing combination strategy of Shanxi
X coal group. From the product side, it should be aimed at customer needs and the current
situation to optimize the product mix, strengthen the advantages of coal varieties, the
development of clean coal, clean coal and extend the industrial chain, strengthen product
quality management. From the price aspect, the need for different customer group price
plan to develop differentiated, classify the price management to the user, a clear price
operation scheme under different market conditions, the integrated management of price
strategy. From the marketing channel, Shenhua Group needs to reference model,development of B2B platform, seamless online and offline business, the use of Internet
plus to improve the convenience of the users to buy, and build a green logistics system.
From the promotion strategy, Shanxi X coal group needs to improve the quality of sales
managers, with the concept of relationship marketing, strengthen communication with
customers and optimize public relations. In addition, the group also focus on improving the
quality of its own service marketing, and strengthen marketing management organizational
security.
The paper finally draws the conclusion: Shanxi X coal group must be in the current
Internet plus, One Belt and One Road, three superimposed macro policy,
comprehensive use of marketing mix theory, by combining the current trend of coal market
process, clear marketing problems of its own, its own internal analysis weak links, strict
implementation of 4PS strategy in accordance with its own characteristics. Only in this way,
Shanxi X coal group in the fierce competition in the market can maintain a competitive
advantage, and can be sustained and have a healthy development.
Key words: Coal enterprise，Shanxi X Coal Group, 4PS marketing strategy, Internet plus;
Relationship marketing目 录
摘要......I
ABSTRACT..III
第一章 绪论.1
1.1 选题背景与意义 ..1
1.2 国内外研究现状 ..2
1.2.1 国外研究现状...........2
1.2.2 国内研究现状...........3
1.3 研究方法与创新点 4
1.3.1 研究方法...4
1.3.2 研究创新...5
1.4 研究框架 ........5
第二章 相关概念与理论基础...........7
2.1 相关概念 ........7
2.1.1 市场营销的概念.........7
2.1.2 互联网营销的概念.......7
2.2 理论基础 ........8
2.2.1 4Ps 营销组合策略 .......8
2.2.2 关系营销策略...........9
2.2.3 网络整合营销策略....
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