结合市场供求关系和产能过剩的局面,指出2015年煤炭市场仍将面临总体供求相对宽松的局面。我国煤炭企业面临的发展形势较为严峻,需要对营销战略进行调整。对2015年我国煤炭行业的发展趋势进行了预测,分析了在当前形势下将整合营销战略引入煤炭企业的必要性,最后对煤炭企业实施整合营销战略流程进行了设计。 Combined with the market supply and demand and excess capacity situation, pointed out that in 2015 the coal market will still face a relatively loose overall supply and demand situation. China’s coal industry is facing more serious development situation, the need to adjust the marketing strategy. It forecasts the development trend of China’s coal industry in 2015, analyzes the necessity of introducing integrated marketing strategy into coal enterprises in the current situation, and finally designs the integrated marketing strategy process of coal enterprises.