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在我国大型煤炭企业市场支配力日趋提高、商贸扩张战略方兴未艾、营销方式趋于网络化的背景下,研究提升大型煤炭企业对市场的支配力,研究大型煤炭企业“商贸扩张”的战略路径,实现将企业市场支配力转化为企业产品销售收入,最终实现企业营销资源资本化,已经是企业面临的重要战略课题。因此,本文试图研究如何实现大型煤炭企业营销资源资本化,以寻找基本的资本化路径。
Under the background that the market power of large-scale coal enterprises in our country is increasing day by day, the business expansion strategy is in the ascendant and the marketing methods tend to be networked, we should study how to enhance the market power of large-scale coal enterprises and the strategic path of large-scale coal enterprises “business expansion” , The realization of the enterprise market power into corporate product sales revenue, and ultimately realize the capitalization of corporate marketing resources, enterprises are already facing an important strategic issue. Therefore, this article attempts to study how to realize the capitalization of marketing resources of large-scale coal enterprises in order to find the basic capitalization path.