煤炭企业是我国重要的能源行业,在国民经济发展中有着举足轻重的位置。当前,逐步深入的国家宏观调控,让煤炭产品的供求进入大幅度调整期。在世界经济一体化的背景下,面对着国内和国际竞争,具有丰富经验、雄厚实力的跨国企业成为我国煤炭企业的竞争对手。如何针对宏观经济环境、企业内部环境与行业环境而制定出行之有效的市场营销规划,切实提升营销质量和成效,是煤炭企业在市场竞争中取得胜利的重点。本文重点就煤炭企业营销面临的现状和存在的问题做出具体的分析,并提出了完善市场营销的策略,供煤炭营销企业作以参考。 Coal enterprises are an important energy industry in our country and have a pivotal position in the development of the national economy. At present, the gradual deepening national macro-control has allowed the supply and demand of coal products to enter into a period of substantial adjustment. In the context of world economic integration, in the face of domestic and international competition, multinational enterprises with rich experience and solid strength have become competitors to China’s coal enterprises. How to formulate an effective marketing plan for the macroeconomic environment, the internal environment and the industrial environment so as to effectively improve the marketing quality and effectiveness is the key point for the coal enterprises to win the market competition. This article focuses on the current situation of coal marketing and the existing problems to make a specific analysis, and put forward to improve the marketing strategy for coal marketing companies for reference.