摘 要 　　　在我国能源消费结构中，煤炭位居第一，但我国煤矿安全管理水平和资源开采效率与发达国家相比还存在很大的差距。为强化安全生产、提升开采效率，煤炭工业“十二五”规划要求建设综合性能源基地，提高煤炭开采机械化程度。X公司是煤炭机械制造企业，生产带式输送机系列产品，拥有一定的研发设计能力和较强的生产制造能力。但公司品牌知名度低、营销能力弱，虽然业务逐年增长，但是一直没取得突破性的发展。根据X公司现状，研究制定一个具有针对性的营销方案，抓住新一轮煤矿提高机械化程度的机遇，发挥产能，扩大销量，提高市场份额，直接关系到X公司的生存与发展。 　　　本文在对国内外研究现状和市场营销理论综述的基础上，运用PEST分析法和五力模型分析法，对X公司的政治环境、经济环境、技术环境、社会文化环境等外部环境因素进行分析，进一步分析了其行业环境，包括产业内现有的竞争者、潜在竞争者、替代品的威胁、供应商和购买方讨价还价的能力，阐述了X公司面临的机遇和威胁；运用企业资源和企业能力分析方法对X公司的内部条件进行了分析，分析了公司的实体资源、人力资源、组织资源和技术资源，对公司的财务状况、营销水平、生产能力和组织效能进行了评价，阐述了公司的优势和劣势；以此为基础上进行SWOT分析，制定了X公司STP战略规划和4P营销组合策略，并根据公司的实际情况提出了相应的保障措施。本文的研究对X公司的市场营销活动的开展具有重要的指导意义，对同类企业也有一定的借鉴作用。

ABSTRACT In China's energy consumption structure, the coal at first.Compared with the developed countries，however，there is a big gap between our country coal mine safety management level and resources exploitation efficiency. To strengthen the safety in production, enhance the production efficiency,the"twelfth five-year" planning in the field of coal industry needs to found a comprehensive energy base for increasing the degree of coal mining mechanization. X company is a coal machinery manufacturing enterprise,which produce series of belt conveyor products ,and,has a certain research and development design ability and strong ability of production and manufacturing. But the awareness of company brand is low, the marketing ability is weak, although the business increased year by year, there hasn't been achieved breakthrough development. According to the situation of X company to study and formulate a targeted marketing solutions, to grasp the opportunity to improve a new round of production capacity degree of coal mine mechanization,and to expand sales for market share ,all of the above are directly related to the survival and development of X company. Based on the summarizing of the research status at home and abroad and the market marketing theory, by the use of PEST analysis and five model analysis to study X company's political environment, economic environment, technology environment and external environment factors, and then，to further analysis the industry environment,which including the existing competitors, potential competitors within the industry, the threat of substitutes, suppliers and buyers bargaining power. This paper expounds the opportunities and threats of X company, use enterprise resources and enterprise capacity analysis method to analysis the internal conditions of X company, which including the company's physical resources, human resources, organizational resources and technical resources,evaluates the company's financial position, the marketing level, production capacity, and organizational effectiveness, expounds the advantages and disadvantages of the company.Based on the above and analysised by SWOT,to formulate the company X STP strategy and 4p marketing mix strategy, meanwhile,according to the actual situation of the company to put forward the corresponding security measures. In this paper, the research on marketing activities of X company has important guiding significance,and, also for the similar enterprises, has certain reference value.