市场运营;战略
ABSTRACT
Thisessayistalkingfr。mthestandpointofthecoalenterpriseutilizingthegeneral
marketingtheodes,analyzingthespecializationofmarketingmethodsofcoalindustryandmakingathoroughmarketingmixforthecoalenterprises.Itisdividedintofourchapters:
Chapterone:Startingfromthedevelopmentofthecoalmarketanditseffectonthe
operationofcoalenterprises.Thethesisanalyzesthecoalenterprisesandtheproductcharacteristics,especiallyindicatingthenecessityandsignificanceofdevelopingamarketstrategyforthecoalenterpdses.
Chaptertwogivesabriefintroductionfortheconceptandideaofmarketing,
emphasizingontheanalysisonthespecializationofmarketingofcoalenterpdses.
Chapterthreeadoptaalargeamountofdata,toanalyzethemarketingenvironment
frommacro.microandinternalaspects.Moreover,italsouses.HeSWOTanalysismethod.throughcasestudy,crosschar【andtrianglematdxdiagram,vividly
descdbingtheoppodunity/threats.thestrong/weakpointsfacingthecoalindustry.Itprovidesgoodsuggestionsforcoalenterprisestoseekmarketopportunitiesandavoidenvironmentthreats,
Chapterfouristhecoreofthethesis.Theanotherprobesintothemarketsegmentation。targetmarketselectionandmarketpositioning.Itputsemphasisonthemarketingmixofthecoalenterprises。that'stosay,whileenhancingtheproductqualitytheenterprisesshouldcontinuouslyimprovingtheproductstrategyforcustomerservices.thepricingstrategybasedonproductquality,theplacestrategygivingpdoritytodirectsalesratherthanindirectsalesandthepromotionstrategythroughpersonalselling.
Scientificandpropermarketingmixstrategyisthekeyforthecoalenterpdsesto
meetcustomerssatisfactionandachievetheirgoals.
Name.-Hong—Dawei
Directedby:Xu-Dazhen
KEYl『VORDS:
coalenterprises,marketingenvironment.targetmarket,marketingmixstrategy
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