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神华集团公司为中央53家直管企业之一,是一个以煤炭为基础,集煤矿、电力、铁路、港口、煤制油、煤化工一体化发展,跨地区、跨行业、多元化经营的产运销一条龙经营的特大型综合能源企业。神华从成立到如今成为全球最大煤炭供应商,仅经历十余年,因此神华的成长具有相当的传奇色彩,也是品牌战略分析的一个优秀案例。本文通过对神华独特的品牌营销策略进行剖析,挖掘这一特殊行业龙头企业的个性化营销战略。由于神华产品特殊,且生存于一个寡头垄断的行业,研究此类企业的品牌战略对中国企业做大做强,并在寡头集中的行业内生存壮大有着现实的指导意义。
Shenhua Group Co., Ltd. is one of the 53 direct management companies in the Central Government. It is a coal-based enterprise that integrates the integrated development of coal mines, electric power, railways, ports, coal liquefaction and coal chemical industry, diversified operations across regions, industries and industries Marketing one-stop management of large-scale integrated energy companies. Since its founding, Shenhua has become the world’s largest coal supplier and has only experienced more than ten years. As a result, Shenhua’s growth has been quite legendary and is an excellent example of brand strategy analysis. This article analyzes the unique brand marketing strategy of Shenhua, and excavates the personalized marketing strategy of leading enterprises in this particular industry. Because Shenhua products are special and survive in an oligopoly industry, it is of practical significance to study the brand strategy of such enterprises to make Chinese enterprises bigger and stronger and to survive and grow in oligopoly industries.