As for coal enterprise, whether it should maximize profit, or maximize sales for the target is more beneficial to development of coal enterprise and coal industry, is always a study topic in economics field. Economics theory is applied in this thesis, inferring that coal enterprise' target profit of seeking sales maximization is lower than maximum possibility profit, and Social Responsibility Cost of seeking sales income maximization is more than that of seeking profit maximization, which is advantageous for improving level for coal enterprise. While Social Responsibility Cost increases, coal enterprise' coal price and coal output are invariable for enterprise seeking profit maximization, but other enterprise that seeks sales maximization will cut down output and improve coal price. At last, the thesis brings forward that government ought to guide coal enterprise to seek sales maximization, not profit maximization. There by, government should formulate the coal enterprise ‘Social Responsibility Cost policy' according to coal enterprise target, which is beneficial for coal enterprise to increase Social Responsibility Cost at the same time and control coal output and price, as well as health development of our country's coal industry.