本文对 Y 公司进行研究，通过广泛的市场调查，再根据公司煤炭产品的特点将产品
营销理论更好地融入到 Y 公司的实际销售中，通过对公司实际营销运行现状和外部市场
环境进行充分了解及综合分析，并运用市场营销分析工具-SWOT 矩阵法研究并挖掘出公
司在市场环境下的优势、劣势、机会和威胁并一一详细列出，以此为基础进一步研究公司
在实际运营过程中如何利用自身的各种优势，并结合市场细分，确定 Y 公司的目标市场，
并制定相应的营销策略，如：产品策略、渠道策略、价格策略、促销策略等，进而提出合
适的实施营销策略的方案
本文利用市场营销理论，并结合 Y 公司煤炭产品营销实际，找出 Y 公司面临的营销
问题，制定出相应的市场营销策略，提出实施其策略的方案，从而提高 Y 公司煤炭产品
市场占有率，为 Y 公司煤炭产品营销提供借鉴和改进建议，对公司营销工作具有一定参
考作用
【关 键 词】煤炭产品；营销策略；煤炭市场；煤炭营销
【论文类型】应用研究西安理工大学工商管理硕士专业学位论文
IV
Title:THE RESEARCH ON COAL PRODUCTS MARKETING STRATEGY
FOR Y COMPANY
Major: Business Administration
Student: Xiang Li Wang Signature:
Supervisor: Jingdong Chen Signature:
Abstract
Along with environmental pollution, shortage of resources, people demand for clean
energy problems such as more and more prominent, has become our country and even global
problem. Based on this, the upgrading of the industrial structure, energy structure optimization,
constantly adjust depth of coal industry. Under the guidance of structural adjustment, raw coal
production in China has gradually decline, the influence of the production capacity and
inventory, a lot of policy, in 2016, coal prices falling, finally ended for four more years of coal
market downturn, improve enterprise operation conditions. Y company also ushered in the good.
In the face of current coal market still exists the contradiction of supply and the coal industry
competition situation, especially today is in the midst of the marketing is the key of commercial
society, the coal industry rather than to simply need more marketing sales. To sum up, this
article is around how to solve the key problems on the basis of the theory of product marketing,
innovative marketing methods to marketing innovation constantly, so as to realize the purpose
of improving economic efficiency of enterprises.
Studied in this paper, the Y company, through extensive market research, according to the
characteristics of coal products of the company will be better in product marketing theory to Y
company&39;s actual sales, through the actual operation situation of marketing and to the company
to fully understand the external market environment and the comprehensive analysis, and apply
marketing analysis tools - SWOT matrix method and dug up the company in the market
environment of strengths, weaknesses, opportunities and threats, and details one by one, on this
basis, further research company in the actual operation process of how to make use of its own
superiority, and connecting with the market segmentation, determine the Y company&39;s target
market, and formulate the corresponding marketing strategy, such as: product strategy, channel
strategy, price strategy, promotion strategy, etc., put forward the implementation of appropriate
marketing strategy plan.
In this paper, using the theory of marketing, and combining the reality of Y company coal
product marketing, find the Y company&39;s marketing problem, formulate the correspondingAbstract
V
marketing strategy, put forward the solution in the implementation of strategy, thus improve the
Y company coal product market share, coal for Y company product marketing to provide
reference and Suggestions for improvement, marketing work has certain reference function to
the company.
【Key words】 Coal product; Marketing strategy; Coal market；Coal marketing
【Type of Thesis】Applied Research目录
I
目 录
1 导论........ 1
1.1 课题研究背景..... 1
1.2 研究内容和目的. 2
1.2.1 研究内容.. 2
1.2.2 研究目的.. 2
1.3 论文框架. 3
2 理论基础 4
2.1 市场营销的概念. 4
2.1.1 市场营销的概念和发展阶段概述.......... 4
2.1.2 市场营销在中国的发展.. 4
2.2 市场营销理论内容（SWOT 分析）..... 5
2.3 STP 理论 . 6
2.3.1 市场细分.. 7
2.3.2 目标市场选择...... 7
2.3.3 市场定位.. 8
2.4 营销策略理论..... 8
2.4.1 产品策略.. 9
2.4.2 价格策略 10
2.4.3 渠道策略 10
2.4.4 促销策略 10
3 Y 公司煤炭产品营销现状及存在问题分析.. 12
3.1 中国煤炭行业现状及发展趋势........... 12
3.1.1 中国煤炭行业发展现状 12
3.1.2 中国煤炭市场的基本特点........ 15
3.1.3 中国煤炭行业的发展趋势........ 16
3.2 Y 公司概况 ....... 17
3.3 Y 公司目前营销组织及存在的问题分析 ....... 18
3.3.1 Y 公司营销组织与营销现状 .... 18
3.3.2 Y 公司煤炭产品营销存在的问题分析19
4 Y 公司煤炭产品营销环境及 SWOT 分析 .... 21
4.1 Y 公司宏观环境分析 ... 21
4.1.1 政策环境 21
4.1.2 经济环境 22
4.1.3 技术环境 22
4.1.4 人口环境 24西安理工大学工商管理硕士专业学位论文
II
4.2 Y 公司微观环境分析 ......
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