市场需求不断减少，价格也难以继续维持原本居高不下的状态，生产企业
的现金流不足，更使煤炭行业步履艰难，日渐凋敝。煤炭企业要想在夹缝
中继续生长，必须抓住机遇，迎接挑战。因此，研究国内煤炭企业所面临
的问题和市场营销状况，提出优化措施，加快企业的转型和升级，借此来
提高和保障煤炭企业的市场营销份额具有重要意义

本文在结合使用 SWOT 分析、PEST 分析法及波特的五力竞争模型等
内容基础上，采用理论分析与实际案例相结合的研究方式，以山西焦煤煤
炭销售总公司为研究对象，进行了整体研究，找出问题，提出了相应的优
化策略及保障措施。一是依据市场营销的概念，通过建立分析模型提供理
论基础。结合实际情况，以山西煤炭总公司为例多方面进行分析，找出了
所存在的问题。二是利用 PEST 分析法及 SWOT 分析法，对山西焦煤煤炭
销售总公司营销环境以及所面临的机会、威胁、优势、劣势进行深入研究

三是提出了相应的营销策略。以煤炭产品 STP 分析、煤炭营销策略组合以
及以开拓保障产销平衡的新路径、实现提升质量效益的新突破、培育推动
改革发展新动能的保障措施为重点内容制定了适合山西焦煤煤炭销售总公
司的营销策略

山西焦煤煤炭销售总公司煤炭营销策略是本文研究的重要内容，难点
在于对山西焦煤煤炭销售总公司营销管理、运营发展、市场数据调研等一
手资料的了解和数据的收集。本文主要制定出了山西焦煤煤炭销售总公司II
煤炭具体营销策略，提出了山西焦煤煤炭销售总公司要由产品、售价、市
场和销售通路等若干方面入手，锐意创新、优化结构，进而改善并调节好
当前的营销手段与策略。公司可根据自身资源优势，产品大打“精煤战
略”，努力提升营销质量。经由发展更为团结紧密的协作同伴来增加市场
份额，保证市场的固定、长远，进而促进公司利润获得的最大化、更具长
久性

关键词：山西焦煤；煤炭销售；市场营销；营销策略III
The Marketing Strategy Research of Sale
General Company of SHANXI Coking Coal
Groupsummary
Abstract
In recent years, the development of coal industry in China has been
severely restricted, affecting the sale of coal. Market demand is falling and
prices are struggling to keep up with high levels of cash flow, making it
increasingly difficult for the coal industry to grow. If coal companies want to
grow in the cracks continually, they must seize the opportunities and meet the
challenges. So, domestic research on the problems faced by coal enterprises and
marketing situation, put forward optimization measures, to speed up the
transformation and upgrade of the enterprise, to improve and protect the coal
market share of the enterprise has a very important significance.
In this article, in combination with the SWOT analysis, PEST analysis and
Porter&39;s five competitive model, on the basis of the theory analysis combined
with the actual case study way, Shanxi coking coal sales corporation as the
research object, has carried on the overall research, find out problems, put
forward the corresponding optimization strategy and safeguard measures. First,
according to the concept of marketing, provide theoretical basis by establishing
analytical model. Based on the actual situation, analyze the situation of Shanxi
Coal Corporation, and find out the problem which exists. Secondly, using PEST
analysis and SWOT analysis, marketing environment of Shanxi coking coal
sales corporation, and facing the opportunities, threats, advantages and
disadvantages of in-depth study. Thirdly, put forward the corresponding
marketing strategy. With STP analysis of coal products, coal marketing strategy
combination, and to open up a new path of security production and marketingIV
balance, to realize the new breakthrough, enhance quality benefits cultivating
promote reform and development of new kinetic energy security measures for
the key content of the marketing strategy suitable for coking coal in Shanxi coal
sales corporation.
Shanxi coking coal sales corporation coal marketing strategy is the
important content of this study, the difficulty lies in the Shanxi coking coal sales
corporation marketing management, business development and market data
research know firsthand material and data collection. In this paper, we develop
the coal coking coal in Shanxi coal sales corporation specific marketing
strategies, proposed the Shanxi coking coal sales corporation is product, price,
market and sales channels and so on several aspects, the innovation, optimize
the structure, to improve and adjust the current marketing and strategy.
Company according to their own advantages in resources, products played the
plant strategy, efforts to improve marketing quality. Through the development
of more unite closely cooperation companions to increase market share and
ensure market fixed, long-term, and promote the company&39;s profit maximization,
sustainable. The steady development of coal industry of Shanxi coke provides
strong basis.
Keywords: SHANXICokingCoal; Coal sales; Marketing; The Marketing Strategy太原理工大学工商管理（MBA）硕士研究生学位论文目 录
1 绪论.....3
1.1 研究背景和研究意义..3
1.1.1 研究背景3
1.1.2 研究意义4
1.2 国内和境外的研究现状..........6
1.2.1 境外的研究现状6
1.2.2 国内的研究现状8
1.3 研究内容和研究框架10
1.4 研究方法........11
2 相关理论基础...........13
2.1 营销战略理论13
2.2 需方行为理论15
2.3 市场定位及 4ps 理论15
2.4 PEST 分析理论.........16
2.5 SWOT 分析理论.......17
2.6 波特五力竞争模型....20
2.7 STP 营销理论21
3 山西焦煤集团公司及煤炭销售总公司煤炭营销发展现状...........23
3.1 山西焦煤集团及煤炭销售总公司情况介绍.23
3.1.1 山西焦煤集团概况......23
3.1.2 山西焦煤集团煤炭销售总公司概况..24
3.2 山西焦煤煤炭销售总公司营销现状29
3.3 山西焦煤煤炭销售总公司营销策略中存在的问题36
3.3.1 煤炭产品策略中存在的问题..36
3.3.2 煤炭价格策略方面出现的漏洞..........37
3.3.3 煤炭促销策略存在的问题......38
3.3.4 营销通道策略出现的弊端......42
3.3.5 用户分类策略存在的问题.........
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