肥矿集团泰山铝业公司铝加工材市场营销研究

发布时间：2018-01-12 16:08

本文关键词：肥矿集团泰山铝业公司铝加工材市场营销研究　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：市场营销是铝工业企业管理的重要职能之一。在世界经济全球化快速发展的大背景下，随着我国社会主义市场经济建设的不断发展，市场竞争日趋激烈，营销工作已经越来越受到企业重视。当今世界，铝加工材市场逐渐趋向饱和，市场发展基础越来越好的同时，发展环境也更加激烈，不断变幻莫测的市场环境促使铝加工材市场出现更多深层次的矛盾，尤其是在发展中还存在人力成本上升，企业竞争力下降；产能无序扩大，供大于求，行业整体利润薄；行业自主研发能力较差；产品形式缺乏系统化等突出问题。本文试通过运用所学的市场营销专业知识，对我国铝工业企业中铝加工材市场营销管理现状进行分析，找出存在问题和不足，在进一步研究国内外铝加工材市场营销管理发展趋势的基础上，拟结合当前山东能源肥矿集团泰山铝业公司铝加工材市场形势及企业现状，提出切实可行的具有针对性市场营销对策。该文指出，泰山铝业公司(以下简称泰铝)要尽快实现由生产观念向市场营销观念的转变；要以营销为中心，对铝产品营销业务流程加以改造；要实施全面质量管理，提高铝产品质量；要大力实施服务营销，把客户满意作为服务营销的最高追求；要积极运用客户关系管理工具，巩固发展战略客户，，提高市场占有率。通过上述手段，推动铝工业企业适应市场经济大环境，加强市场营销管理，加快解决铝工业企业深层次矛盾与问题，提升企业管理水平，增强企业核心竞争力，实现企业可持续发展。
[Abstract]:Marketing is one of the important functions of the management of aluminum industry enterprises. Under the background of the rapid development of the world economic globalization, with the continuous development of the socialist market economy in China, the market competition is becoming increasingly fierce. The marketing work has been paid more and more attention by enterprises. In the world, the market of aluminum processing materials is gradually saturated, and the market development base is getting better and better. At the same time, the development environment is more and more intense. The ever-changing market environment makes the aluminum processing material market appear more and more deep-seated contradictions, especially in the development of human costs are also rising, the competitiveness of enterprises decline; The capacity expands disorderly, the supply exceeds the demand, the industry overall profit is thin; The independent R & D ability of the industry is poor; Product form lacks systematization and so on outstanding problem. This paper tries to use the professional knowledge of marketing to analyze the current situation of aluminum processing material marketing management in Chinese aluminum industry enterprises and find out the existing problems and shortcomings. On the basis of further research on the development trend of marketing management of aluminum processing materials at home and abroad, this paper intends to combine the current market situation of aluminum processing materials and the present situation of enterprises in Shandong Energy Fertilizer Mining Group Taishan Aluminum Industry Company. The paper puts forward practical and effective marketing countermeasures. This paper points out that Taishan Aluminum Company (hereinafter referred to as Taishan Aluminium) should realize the change from production concept to marketing concept as soon as possible. We should take marketing as the center and reform the business process of aluminum product marketing. To implement total quality management to improve the quality of aluminum products; We should vigorously implement service marketing, regard customer satisfaction as the highest pursuit of service marketing; We should actively use customer relationship management tools, consolidate the development of strategic customers, increase market share, through the above-mentioned means to promote aluminum industry enterprises to adapt to the market economy environment, strengthen marketing management. It is necessary to speed up the solution of deep-seated contradictions and problems in aluminum industry enterprises, improve the management level of enterprises, strengthen the core competitiveness of enterprises, and realize the sustainable development of enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.32;F274

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