摘
要
我国经济发展进入新常态，煤炭行业始终是国家产业调整政策关注的重点行业。尤
其是“双碳”目标指引之下，宏观层面的能源战略得到调整，煤炭行业的发展政策也得
到了调整，可以预见的是整个煤炭行业将面临着极具挑战性的外部环境。对煤炭企业而
言，如何在这一背景下优化煤炭生产与供给模式，使之更适应于新的发展要求，对于企
业的生存与发展尤为重要。
本文将以营销策略的优化为切入点，首先对“双碳”目标下煤炭行业市场现状、供
给、需求行业特点进行分析，从而对行业有整体、深入的把握。其次介绍YL煤炭有限
公司的基本情况和发展历程，通过调研数据的分析、公司高管的访谈，同时借助4PS理
论，分析“双碳”目标下YL煤炭有限公司营销现状以及存在问题。经过分析，可以得
出，YL有限公司在营销策略上存在销售渠道、促销渠道单一，客户服务与管理手段落后，
品牌管理缺失等问题。而存在以上问题的原因主要是公司主观上尚未完全树立起营销理
念，新一代信息技术应用较少以及尚未建立起营销风险预警管理体系。其次，结合“双
碳”目标的现实要求，再次运用4PS理论，依据YL煤炭有限公司销售情况、客户情况
等，把握其主要产品市场，定位其销售主要方向。最后，从公司生产的产品等四个方面
对YL煤炭有限公司营销组组合策略提出符合公司发展方向的实施建议，并对优化后的
措施优势进行分析。总体上，形成“双碳”目标下煤炭行业市场分析—YL煤炭有限公司
营销现状分析—YL煤炭有限公司产品STP分析—YL煤炭有限公司营销策略优化的分析
结构。
关键词：市场营销；煤炭营销；STP分析；4PS营销策略；“双碳”目标
I
Abstract
China’s economic development has undoubtedly entered a new normal, accompanied by
the extend efforts on the cutting of production capacity from the supply side since 2016. And
considering the carbon peaking and carbon neutrality goals, the control of coal production
capacity from supply side is particularly strict. Influenced by the epidemic spread all over the
world, coal imports decreased in 2021. The rapid increase of downstream demand and the
shortage of coal production capacity from supply-side together result in“coalshortage”,
leading to a rapid rise in coal prices . And the coal prices returned to normal under the
influence of the regulation and control of the government. The sharp fluctuation of coal prices
in 2021 has also revealed that the supply of coal enterprises is not able to cater to the market
demand and targeted marketing is not satisfactory. Therefore, coal enterprises are supposed to
make their marketing strategy adapt to great competition between firms in the market. There
are problems such as unblocked sales channels and mismatch between production and sales in
the course of the development of YL Coal Co., Ltd.. Therefore, this paper aims at putting
forward targeted marketing optimization strategy to help it out by analyzing this company.
This paper places the research into a sounder and more reasonable footing by the use of
methods of interviews, the contrast analysis as well as other well-received methods including
literature research and questionnaire survey. To start with, the paper manages to give an
overall analysis of the status of coal industry, including the supply, demand and main
characteristics of coal industry, so as to have an overall in-depth grasp of the industry.
Followed by the first part is the introduction of the different aspects of the situation and
development of YL Coal Co. , Ltd., and the information gotten from earlier investment and
survey of the stakeholders of the company. Both play an important part in the analysis of the
marketing status and realistic problems of YL Coal Co., Ltd. in the view of 4PS theory at the
same time. There are three reasons behind the existing problems of the firm. First and
foremost, the lack of marketing concept, another reason is that the application of the new
generation of information technology is lack of use, and last but not least company’s
risk-management system is very fragile and weak.
The second part of the dissertation is the location of the market of the firm with the
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second time of the use of 4Ps theory in the background of "double carbon" target. Finally, this
paper proposes some suggestions on the marketing strategy of YL Coal Co., Ltd. from four
perspective and the valuation of them.
In general, the structure of the paper is "analysis of marketing situation of YL Coal Co.,
ltd -- STP analysis of YL Coal Co., Ltd -- analysis of marketing strategy of the company" This
paper puts emphasis on the drawbacks of the marketing strategy of YL Coal Co., Ltd., and
throws some light on the reasons attributing the problems, and most important, proposes
specific measures to rectify the situation, which is of great significance for the company in
terms of the expansion in the market share and getting more profits.
Keywords: Coal Marketing; STP analysis; The Marketing Strategy of 4Ps;
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