Research on constructing and implementing coal relationship marketing strategy

China's coal industry has been in the depression for a long time, and widespread attention has been paid to get out of the situation as early as possible. Based on overall analysis of major problems of coal enterprises, the paper uses relationship marketing theories to stress on the necessities of consumers priority, and implementing large marketing strategy and taking 4ps tactics. It is very important to strengthen the research and application of relationship marketing, to establish and maintain good relationships with consumers, and to implement data base marketing, service marketing and emotion marketing; and to establish good coordination relationships with competitors, and to optimize competition environment, and to set up cooperation relationships with suppliers and transportation departments to achieve common development; and to establish the effective system for the enterprise stuff to participate and cooperate together so as to create enterprise images. This paper shows comprehensive reference values for China's coal enterprises.