A铝型材公司市场营销策略研究
发布时间：2019-01-26 11:21
【摘要】：本文通过运用市场营销的理论及工具，对A铝材公司所面临的宏观营销环境（政治、经济、技术、人口、生态环境）、竞争环境、公司内部环境、客户特征和客户行为进行了分析，得出A铝材公司在当今形式下机会与威胁并存且机会大于威胁的基本结论；而后结合铝型材市场细分和对A铝材公司SWOT分析结果，对A铝材公司作出了致力于专业生产销售中高档建筑铝材、工业铝型材的市场定位。最后，根据市场定位及目标市场决策的结果，结合A铝材公司的实际情况，制定出了以产品、渠道、价格、促销策略为内容的营销策略组合来解决其面临的营销困境。 A铝材公司的营销问题对铝材行业中小型企业来说具有普遍性，通过本文的研究成果，一方面希望A铝材公司通过运用其分析结论和解决方案来应对目前的营销困境，，提升A公司的营销管理水平；另一方面希望本文能对整个铝材行业营销水平的提高提供方案参考,同时也为存在同样问题的企业在制定营销策略方面起到积极的借鉴作用。
[Abstract]:By using marketing theory and tools, this paper analyzes the macro marketing environment (politics, economy, technology, population, ecological environment), competition environment and internal environment of A aluminum company. Based on the analysis of customer characteristics and customer behavior, the author draws the conclusion that opportunities and threats coexist and opportunities are greater than threats in the present form of A aluminum company. Then combined with the market segmentation of aluminum profile and the results of SWOT analysis of aluminum company A aluminum company made a professional production and sales of high-grade building aluminum and industrial aluminum profile market positioning. Finally, according to the result of market orientation and target market decision, combined with the actual situation of A Aluminium Company, the marketing strategy combination of product, channel, price and promotion strategy is worked out to solve its marketing dilemma. The marketing problem of A aluminum company is universal to the small and medium-sized enterprises of aluminum industry. Through the research results of this paper, on the one hand, I hope that A aluminum company can deal with the current marketing dilemma by using its analysis conclusions and solutions. Improve A company's marketing management level; On the other hand, I hope this paper can provide a reference for the whole aluminum industry to improve the marketing level, but also for the same problems in the development of marketing strategies for enterprises to play a positive role.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.3;F274
本文编号：2415426
[Abstract]:By using marketing theory and tools, this paper analyzes the macro marketing environment (politics, economy, technology, population, ecological environment), competition environment and internal environment of A aluminum company. Based on the analysis of customer characteristics and customer behavior, the author draws the conclusion that opportunities and threats coexist and opportunities are greater than threats in the present form of A aluminum company. Then combined with the market segmentation of aluminum profile and the results of SWOT analysis of aluminum company A aluminum company made a professional production and sales of high-grade building aluminum and industrial aluminum profile market positioning. Finally, according to the result of market orientation and target market decision, combined with the actual situation of A Aluminium Company, the marketing strategy combination of product, channel, price and promotion strategy is worked out to solve its marketing dilemma. The marketing problem of A aluminum company is universal to the small and medium-sized enterprises of aluminum industry. Through the research results of this paper, on the one hand, I hope that A aluminum company can deal with the current marketing dilemma by using its analysis conclusions and solutions. Improve A company's marketing management level; On the other hand, I hope this paper can provide a reference for the whole aluminum industry to improve the marketing level, but also for the same problems in the development of marketing strategies for enterprises to play a positive role.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.3;F274
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1 冯小芩;;海尔出海之国际市场营销策略分析[J];现代商业;2009年24期
相关博士学位论文 前1条
1 郭克锋;区域品牌可持续发展影响因素及其作用机制研究[D];山东大学;2011年
本文编号：2415426
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