NCA公司土耳其铝箔市场营销策略研究
发布时间：2018-08-20 11:41
【摘要】：进入二十一世纪,在短短的十几年间,中国的铝箔工业步入了高速发展的快车道,速度发展之快,规模产能增长之大令全世界瞩目。如此高速发展的中国铝箔市场正在逐渐改变着世界铝箔市场的格局。每一家铝箔企业的铝箔市场营销策略的正确制定显得尤为迫切和重要。而NCA公司正坐在中国铝箔急速穿行的火箭中找寻着自已的位置。本文以期运用现代的市场营销理论来指导NCA公司土耳其铝箔市场营销策略的制定,帮助公司另辟蹊径,开辟一条营销的康庄大道。在充分查阅相关文献的基础上,本文首先对中国铝箔市场的发展现状、NCA公司土耳其铝箔发展的宏观环境、NCA公司土耳其铝箔市场客户和竞争对手状况等进行分析总结,据此对该市场进行细分,并确定NCA公司的目标市场为B2B市场。并在B2B营销理论的指导下进一步确定NCA公司土耳其铝箔市场产品、定价、渠道和促销的营销策略组合及关系营销策略。产品策略倚重有针对性地生产每个客户需要的核心产品；定价策略为大众产品采取跟随策略,质量稳定、人无我有产品采取价格高于竞争对手的避让策略；渠道策略采取直接分销渠道模式；促销策略以人员推销为主。关系营销侧重内外和谐,以期达到客户满意的目的。本文以理论事,采用实证调研方法,综合运用文献检索、对比分析等方法,针对NCA公司土耳其铝箔市场的特点,对其营销策略进行了探索性研究,以期使NCA公司土耳其铝箔市场有一个更光明的前景。同时,对NCA公司其他国际市场铝箔营销具有一定的借鉴意义。
[Abstract]:In the 21 ~ (th) century, the aluminum foil industry in China has stepped into the fast track of rapid development in a short period of more than ten years. The rapid development of the aluminum foil industry and the growth of the scale of production capacity have attracted worldwide attention. Such a high-speed development of China's aluminum foil market is gradually changing the pattern of the world aluminum foil market. The correct formulation of aluminum foil marketing strategy for each aluminum foil enterprise is particularly urgent and important. And NCA is sitting in China's aluminum foil in the rapid passage of rockets looking for their place. This paper hopes to use modern marketing theory to guide the formulation of Turkish aluminum foil marketing strategy of NCA Company, to help the company to explore a new way to open up a road of marketing. On the basis of full reference to relevant documents, this paper firstly analyzes and summarizes the present situation of the development of China's aluminum foil market and the macro environment of the development of NCA's Turkish aluminum foil market, as well as the situation of customers and competitors of NCA's Turkish aluminum foil market. According to this, the market is segmented, and NCA's target market is B2B market. Under the guidance of B2B marketing theory, we further determine the combination of marketing strategies and relationship marketing strategies for NCA's Turkish aluminum foil market products, pricing, channels and promotions. The product strategy relies on the core products that each customer needs; the pricing strategy adopts the following strategy for the mass product, the quality is stable, the person has the product to adopt the avoidance strategy which the price is higher than the competitor; The channel strategy adopts the direct distribution channel pattern, the promotion strategy is mainly the personnel promotion. Relationship marketing focuses on internal and external harmony in order to achieve customer satisfaction. Based on the theory, the empirical research method, the comprehensive use of literature retrieval, comparative analysis and other methods, aiming at the characteristics of the Turkish aluminum foil market of NCA Company, this paper makes an exploratory study on its marketing strategy. In order to NCA Turkish aluminum foil market has a brighter future. At the same time, the aluminum foil marketing of other international market of NCA company has certain reference significance.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.32
本文编号：2193475
[Abstract]:In the 21 ~ (th) century, the aluminum foil industry in China has stepped into the fast track of rapid development in a short period of more than ten years. The rapid development of the aluminum foil industry and the growth of the scale of production capacity have attracted worldwide attention. Such a high-speed development of China's aluminum foil market is gradually changing the pattern of the world aluminum foil market. The correct formulation of aluminum foil marketing strategy for each aluminum foil enterprise is particularly urgent and important. And NCA is sitting in China's aluminum foil in the rapid passage of rockets looking for their place. This paper hopes to use modern marketing theory to guide the formulation of Turkish aluminum foil marketing strategy of NCA Company, to help the company to explore a new way to open up a road of marketing. On the basis of full reference to relevant documents, this paper firstly analyzes and summarizes the present situation of the development of China's aluminum foil market and the macro environment of the development of NCA's Turkish aluminum foil market, as well as the situation of customers and competitors of NCA's Turkish aluminum foil market. According to this, the market is segmented, and NCA's target market is B2B market. Under the guidance of B2B marketing theory, we further determine the combination of marketing strategies and relationship marketing strategies for NCA's Turkish aluminum foil market products, pricing, channels and promotions. The product strategy relies on the core products that each customer needs; the pricing strategy adopts the following strategy for the mass product, the quality is stable, the person has the product to adopt the avoidance strategy which the price is higher than the competitor; The channel strategy adopts the direct distribution channel pattern, the promotion strategy is mainly the personnel promotion. Relationship marketing focuses on internal and external harmony in order to achieve customer satisfaction. Based on the theory, the empirical research method, the comprehensive use of literature retrieval, comparative analysis and other methods, aiming at the characteristics of the Turkish aluminum foil market of NCA Company, this paper makes an exploratory study on its marketing strategy. In order to NCA Turkish aluminum foil market has a brighter future. At the same time, the aluminum foil marketing of other international market of NCA company has certain reference significance.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.32
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