在当前煤炭市场呈现产能过剩、供需矛盾突出、竞争激烈的新常态下,运用传统的4P营销策略进行煤炭营销活动,已很难适应新的市场要求,需要对其进行梳理、优化、再造并赋予新的内涵,煤炭企业才能走出困境,稳步发展。分析了4P营销策略的局限性,阐述了优化再造后SAVE营销策略的内涵,并提出淮北矿业集团在煤炭营销中具体运用的相关策略。 Under the current overcapacity in the coal market, the prominent contradiction between supply and demand and fierce competition, the traditional marketing strategy of 4P coal marketing has been difficult to adapt to the new market requirements, and it needs to be sorted out, optimized, reengineered and given New connotation, coal companies can get out of the woods and develop steadily. Analyzes the limitations of 4P marketing strategy, expounds the connotation of SAVE marketing strategy after optimized recycling, and puts forward the relevant strategies of Huaibei Mining Group’s specific application in coal marketing.