A铝制品公司市场营销策略研究

发布时间：2019-06-12 07:37

【摘要】：铝合金的密度低强度高,塑性好,同时具有优良的导电、导热和抗腐蚀性,这使得铝合金能够广泛应用于工业、建筑、交通和人民生活各方面中,使用量仅次于钢。随着我国经济的快速发展,国人的消费能力也在不断提升,人们在改善生活的同时促进了铝制品消费量的快速增长。巨大的市场需求促进了国内铝制品企业的迅速扩张,使得铝制品市场的竞争日趋激烈,形势日益严峻。在当前铝制品日趋同质化的市场形势下,企业应当加强营销理念,制定符合企业实际的营销战略,从而提高企业的市场竞争力。本论文将市场营销理论与铝制品企业和铝产品的特点相结合,以A铝制品公司为例,通过SWOT分析,分析A铝制品公司面临的外部环境的机会与威胁以及内部资源的优势与弱势,运用STP理论对A铝制品公司的市场和客户进行研究,结合4Ps理论、4Cs理论和4Rs理论着重对A铝制品公司的市场营销策略制定进行探讨,最后对公司市场营销策略的实施保障进行阐述。本论文首先是对A铝制品公司的营销现状进行分析,主要包括介绍公司的基本情况、现行的营销策略以及存在的问题。其次分析A铝制品公司的营销环境,包括利用SWOT分析来分析公司面临的外部环境和内部环境,以及供求状况。第三,运用STP理论对A铝制品公司所处的行业进行市场细分,从而确定公司的目标市场,而后根据选定的目标市场进行定位。第四,根据上述分析的结果对A铝制品公司的营销策略进行优化,结合4Ps、4Cs和4Rs营销理论,提出适合A铝制品公司的市场营销策略。最后,提出A铝制品公司市场营销策略的实施保障。本文的结论是：根据A铝制品公司的实际情况制定的以顾客需求为导向的产品策略、以顾客成本为导向的价格策略、便捷性渠道策略、以沟通为基础的促销策略、与顾客建立关联营销策略、建立快速反应机制和关系营销策略是可行的、有效的,具有可操作性。本论文以A铝制品公司为研究对象,制定符合该公司实际的市场营销策略,以期对A铝制品公司的市场营销活动有较好的指导作用和实际应用价值。同时也期望能对同类企业市场营销策略的制定具有一定的借鉴意义。
[Abstract]:Aluminum alloy has the advantages of low density and high strength, good plasticity, excellent conductivity, heat conduction and corrosion resistance, which makes aluminum alloy widely used in industry, construction, transportation and people's life, second only to steel. With the rapid development of China's economy, the consumption ability of Chinese people is also improving. People improve their lives and promote the rapid growth of aluminum consumption at the same time. The huge market demand has promoted the rapid expansion of domestic aluminum products enterprises, which makes the competition of aluminum products market increasingly fierce and the situation becoming more and more serious. In the current market situation of aluminum products becoming more and more homogeneous, enterprises should strengthen the marketing concept and formulate marketing strategies in line with the actual situation of enterprises, so as to improve the market competitiveness of enterprises. In this paper, the marketing theory is combined with the characteristics of aluminum products enterprises and aluminum products. Taking A aluminum products company as an example, through SWOT analysis, this paper analyzes the opportunities and threats of external environment and the advantages and disadvantages of internal resources faced by A aluminum products company, and uses STP theory to study the market and customers of A aluminum products company, combined with 4Ps theory. 4Cs theory and 4Rs theory focus on the formulation of marketing strategy of A aluminum products company, and finally expounds the implementation guarantee of marketing strategy of A aluminum products company. First of all, this paper analyzes the marketing situation of A aluminum products company, including the basic situation of the company, the current marketing strategy and the existing problems. Secondly, it analyzes the marketing environment of A aluminum products company, including the external environment and internal environment faced by the company by SWOT analysis, as well as the situation of supply and demand. Thirdly, the market segmentation of A aluminum products company is carried out by using STP theory, so as to determine the target market of the company, and then position according to the selected target market. Fourth, according to the results of the above analysis, the marketing strategy of A aluminum products company is optimized, combined with 4PS, 4Cs and 4Rs marketing theory, the marketing strategy suitable for A aluminum products company is put forward. Finally, the implementation of marketing strategy of A aluminum products company is put forward. The conclusion of this paper is that it is feasible, effective and operable to establish a customer demand oriented product strategy, a customer cost oriented price strategy, a convenient channel strategy, a communication based promotion strategy, a related marketing strategy with a customer, and a rapid response mechanism and a relationship marketing strategy based on the actual situation of A Aluminium products Company. This paper takes A aluminum products company as the research object, formulates the marketing strategy in accordance with the actual situation of the company, in order to have a good guiding function and practical application value to the marketing activities of A aluminum products company. At the same time, it is also expected to have certain reference significance for the formulation of marketing strategy of the same kind of enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.3

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