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通过分析传统煤炭运销企业面临的营销困境及挑战,提出营销关注重点应从传统的“4P”要素向“SAVE”要素转变,构建“专业化+区域化+互联网”的现代煤炭营销模式,加快煤炭营销线下、线上融合步伐,线下强化“专业化+区域化”运营模式;线上注重营销渠道拓展,通过“+互联网”提高营销效能。同时,提出营销模式推进过程中可能存在的价格风险、合同风险、运输风险以及财务风险等方面的应对措施,对传统煤炭运销企业实现科学转型有一定的借鉴意义。
By analyzing the marketing difficulties and challenges faced by the traditional coal shipping and marketing enterprises, this paper puts forward that the focus of marketing should shift from the traditional “4P” element to the “SAVE” element and build the modern coal with “specialization + regionalization + Internet” Marketing mode to accelerate the pace of offline and online integration of coal marketing, strengthen the operation mode of “specialization + regionalization” under the line, and expand marketing channels online to improve marketing effectiveness through “Internet”. At the same time, some countermeasures such as price risk, contract risk, transportation risk and financial risk which may exist in the process of marketing mode promotion are put forward, which have some reference to the traditional coal transportation enterprises to realize the scientific transformation.