摘要
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。
With an analysis on the marketing dilemma and challenges faced to the conventional coal transportation and sales enterprises,the paper provided that the marketing key points should be changed from the conventional ＂4 P＂ factors to the＂SAVE＂ factors,should establish the modern coal marketing and sales model with the ＂specialization ＋ regionalization ＋ internet＂,should speed up the off-line and on-line integrated paces of the coal marketing and sales and should enhance the off-line ＂specialization ＋ regionalization＂ operation model. The on-line marketing and sales channel development should be focused and the marketing and sales effect should be improved with the ＂＋ internet＂. Meanwhile the countermeasures on the price risk,contract risk,transportation risk,financial risk and other aspects possibly existed in the promotion process of the marketing and sales model were provided and could have certain reference significance to the conventional coal transportation and sales enterprises to realize the scientific transformation.
出处
《煤炭经济研究》
2017年第10期63-67,共5页
Coal Economic Research
作者简介
刘小江（1986-），女，陕西神木人，企业管理咨询师、经济师，主要从事公司规划、股权管理及业绩考核等企业管理工作。E-mail：562123251@qq．com
