煤炭是我国的主体能源和重要的工业原料。煤炭行业正面临着新的市场环境,深入研究其行业竞争和企业应对策略非常必要。基于波特的五力模型对煤炭企业所面临的竞争结构进行了分析,在此基础上提出了当前企业要围绕营销能力采取差异化战略,并分析了营销能力的建设。 Coal is China’s main energy source and an important industrial raw material. Coal industry is facing a new market environment, in-depth study of its industry competition and business response strategies are necessary. Based on Porter’s five forces model, this paper analyzes the competition structure of coal enterprises, and on this basis, it puts forward that the current enterprises should take a differentiated strategy around marketing capabilities and analyzes the construction of marketing capabilities.