天津市M铝制品企业营销策略研究

发布时间：2018-02-26 18:49

本文关键词： 铝型材 swot分析 stp设计营销策略　出处：《河北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：铝型材以其独特的装饰性、优良的隔音、保温及可回收性广泛应用于建筑领域，而又凭借其一次挤压成型及较高的机械物理性能、良好的导热性能及较高的比强度等优点，被愈来愈广泛地用于交通运输、电子、机械、轻工、石油、化工、航空、航天等领域。作为国内众多的生产厂家之一，M公司面临的竞争十分激烈。但同时，我国继续城镇化发展战略和中国工业转型，这就给了M公司来了机遇与挑战。本文立足于M公司现状和产品特征，通过营销环境分析、竞争对手分析、客户需求分析，进行细分市场、确定目标市场，进行产品定位，改进营销策略，帮助企业建立市场优势。首先，本文对铝型材行业的现状、竞争对手和M公司主要客户进行分析并对行业进行了五力模型分析。其次从政治、经济、技术等四个方面进行了宏观环境分析和M公司sowt分析和企业自身营销状况分析。再次，针对天津M铝公司自身产品特点进行了市场细分、确定目标市场、对市场进行了定位，为下一步提出营销策略打下基础，最后对M公司的产品策略、网络营销策略、渠道策略、渠道策略进行全方位的设计，提出了适合企业自身特点，可操作性强的营销策略，并针对营销组合策略制定了相应保障措施，从人才保证、管理制度、企业文化等方面进行优化和完善，，从而保证营销策略的实施。相信本文的研究不仅能够给M公司带发展来帮助，而且也能为铝型材行业的其它公司在制定营销策略时提供一定的借鉴。
[Abstract]:Aluminum profile is widely used in the field of construction with its unique decoration, excellent sound insulation, heat preservation and recyclability. It also has the advantages of one extrusion molding, high mechanical and physical properties, good thermal conductivity and high specific strength, etc. More and more widely used in transportation, electronics, machinery, light industry, petroleum, chemical, aviation, aerospace and other fields. As one of the most important manufacturers in China, company M is facing fierce competition. However, at the same time, our country continues to develop the strategy of urbanization and the transformation of Chinese industry. This gives M Company opportunities and challenges. Based on the current situation and product characteristics of M Company, this paper analyzes the marketing environment, competitors, customer needs, subdivides the market, determines the target market, and locates the products. Improve marketing strategy to help enterprises establish market advantages. First of all, this paper analyzes the current situation of aluminum profile industry, competitors and major customers of M Company, and analyzes the five forces model of the industry. Secondly, from the political, economic, Technology and other four aspects of macro environment analysis and M company sowt analysis and enterprise marketing situation analysis. Thirdly, according to the characteristics of Tianjin M aluminum company's own product market segmentation, determine the target market, market positioning, Finally, the product strategy, the network marketing strategy, the channel strategy and the channel strategy of M company are designed in an all-round way, and the marketing strategy which is suitable for the enterprise's own characteristics and has strong maneuverability is put forward. According to the marketing combination strategy, the corresponding safeguard measures are made, which are optimized and perfected from the aspects of talent guarantee, management system, corporate culture, etc. So as to ensure the implementation of marketing strategy. I believe the research in this paper can not only help M company to develop, but also can provide some reference for other companies in aluminum profile industry in the formulation of marketing strategy.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.32

【参考文献】