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Climbing Coal (Group) the marketing dilemma Analysis and Countermeasures

Author: WangShaoFeng
Tutor: ChenYi
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Marketing Dilemma Analysis and Countermeasures State - owned key coal mines Alternative curve Marketing Countermeasures Fixed costs Alternative products Primary products China Coal Replacement cost
CLC: F279.26
Type: Master's thesis
Year: 2000
Downloads: 118
Quote: 0
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Abstract

Coal Following firewood second generation of non-renewable energy, and therefore there must be a matter of supply and demand levels of product lifecycle. China's energy structure lags behind the changes in the world's energy structure, but with the oil industry in 1949 (the third generation of energy) and the steady development of the natural gas industry in 1969 (the fourth generation of energy), coal accounts for energy proportion of each every 10 years, a decrease of 6%. Especially in 1997, not only the proportion of coal in China fell to 71.2%, and China's total coal demand also began to be less than the total amount of China's coal supply, and at the same time presents a trend of declining 1%. At the same time, coal is the primary energy storage total can be transformed for the two energy to the continuous development of science and technology can improve the level of coal supply and demand, and to extend the life cycle of the product. It is for this reason that the world oil crisis in 1973, vigorously develop coal resources has become an important part of the world energy research. The purpose of the current technology, the melting of the coal liquefaction is a relatively mature technology, this technology is applicable to a variety of raw coal, can be carried out under atmospheric pressure, with a strong practical value. In 1983, the U.S., Japan and Germany jointly built the world's largest coal liquefaction plant, the daily processing 6000 tons of coal can produce 1,800 tons of light fuel oil and 1500 'syngas. That is, for the marketing dilemma faced by the Chinese state-owned key coal mines must re-examine only aware of the the coal product life cycle or only recognize the upgrade process of the coal products, may lead to long-term obstacles, or short-term defects of marketing countermeasures, both helpless in the state-owned coal mines to Win, is also not conducive to the sustained development of the state-owned coal. It is in recognition of this article the one hand, a careful analysis of the policy and offer methods of user fees in the short term, use factor analysis method to find the human alternative curve phased repression objective law, and proposed the original product digestion fixed cost, alternative to the use of marketing countermeasures of the variable cost to participate in the competition, on the other hand seriously study the long-term cost and price of product upgrades, the use of factor analysis means of exploration to the objective laws of human upgrade curve phased pulling proposed upgrades lt; WP = gt; the products digestion replacement cost, primary products take advantage of changes in the cost of the expansion of marketing countermeasures, out of the the marketing dilemma has certain referential significance for the state-owned key coal mines. This article analyzed only for the marketing dilemma climbing Coal (Group), but the other state-owned key coal mines the same can not be divorced from the contradiction between supply and demand. The coal generation depends on the complex geological conditions and the long gestation period, the supply of coal not only very rigid, and this rigidity is often because of the presence of coal regional differences and prices isolation policy has been increasing. At the same time, coal utilization technology advances and alternative products to enter serious impact on the demand for coal, this contradiction of supply and demand is an urgent need for an organized control plan, otherwise it can only lead to the large fluctuations of the price of coal. However, because of the local protection forces powerful and geographic management costs, expensive, the township coal difficult to control far more than the township spinning mill, the township sugar mills shut down, bear a heavy historical and social costs of the state-owned key coal mines will be forced to cut prices seeking take share, lost their vested interests. This article merely expounded climbing Coal (Group) marketing countermeasures should be determined in the short term, but the other state-owned key coal mines must deal with the stage of repression of human alternative curve. Stage suppression of the original products supply, mainly because the alternative products to use more, the original product, the less market demand, this time, in order to obtain a higher supply income to either protect the price of the original product manufacturers reduction, or lower prices guaranteed amount. If lowering the amount of the insured, the user will have the opportunity to expand the use of alternative products, and encourages people to substitute the curve to the left, if the price cuts ensuring users have a substitute product market quotations initiative encourages people to replace the curve down. However, regardless of human alternative curve to the left, or man-made alternative to curve down, can cause the original product or even suppress the effect of alternative products, and this suppression effect as the replacement level gradually increase gradually occur, a buyer's market mechanism, the state-owned key coal mines can not be avoided, one can avoid many industry vendors. This article just elaborate climbing Coal (Group) should determine the long-term marketing countermeasures, but the other state-owned key coal mines can also adapt to human phased upgrade curve pulling. Phased pull primary supply exists, mainly because of the substantial increase in technology, the equivalent yield upgrades involve the production of primary products is significantly reduced, at the same time with the lt; WP = gt; demand boot upgrade price increased significantly, resulting in the upgrade production output significantly increased, the overall production of primary products remained. The upgrade product demand urgent inevitably improve the quality of demand for primary products, in order to ensure the supply of primary products, upgrade product manufacturers either raise prices guaranteed amount or insured incremental. If the price guaranteed amount, the primary products manufacturers have a market should price initiative, encourages people to upgrade curve shift, if the insured incremental primary products manufacturers have a opportunity to expand production, prompting human upgrade curve to the right. However, regardless of man-made to upgrade the curve up or shifted to the right, caused by man-made to upgrade the stimulating effect of the curve, and this effect as upgrade technology gradually increase, gradually occur. However, both short-term marketing strategies or long-term marketing countermeasures, the implementation of the most difficult is the original product of the state-owned key coal mines can digest fixed costs, or upgrade the products ability to digest the replacement cost. Investigation and analysis of the author by climbing Coal (Group) man-made profit center division status and upgrade replacement of Panzhihua Iron and Steel (Group), based on the existing conditions and future technology trends, fixed costs and digestion of the replacement cost of the measures, whether the marketing practices of the state-owned key coal mines, or for state primary energy use of the theory has a certain role in enlightening. Human profit center is a department profits climbing Coal (Group) performance evaluation is based on, so there is not controllable fixed costs concealing the results of the work of department, and this contains a lot of historical and social costs not controllable fixed costs, resulting in raw coal internal The price is much higher than the external price of coal. The internal price higher than the direct impact of external price is climbing Coal (Group) raw coal production units township coal bulk purchase of raw coal, resulting in a large number of raw coal production capacity emptying more fixed costs can not be digested. The author recommends the raw coal is not controllable fixed costs aside departmental performance evaluation

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