本文關鍵詞： 鋁型材 swot分析 stp設計 營銷策略　出處：《河北工業(yè)大學》2013年碩士論文　論文類型：學位論文

【摘要】：鋁型材以其獨特的裝飾性、優(yōu)良的隔音、保溫及可回收性廣泛應用于建筑領域，而又憑借其一次擠壓成型及較高的機械物理性能、良好的導熱性能及較高的比強度等優(yōu)點，被愈來愈廣泛地用于交通運輸、電子、機械、輕工、石油、化工、航空、航天等領域。 作為國內(nèi)眾多的生產(chǎn)廠家之一，M公司面臨的競爭十分激烈。但同時，我國繼續(xù)城鎮(zhèn)化發(fā)展戰(zhàn)略和中國工業(yè)轉(zhuǎn)型，這就給了M公司來了機遇與挑戰(zhàn)。本文立足于M公司現(xiàn)狀和產(chǎn)品特征，通過營銷環(huán)境分析、競爭對手分析、客戶需求分析，進行細分市場、確定目標市場，進行產(chǎn)品定位，改進營銷策略，幫助企業(yè)建立市場優(yōu)勢。 首先，本文對鋁型材行業(yè)的現(xiàn)狀、競爭對手和M公司主要客戶進行分析并對行業(yè)進行了五力模型分析。其次從政治、經(jīng)濟、技術等四個方面進行了宏觀環(huán)境分析和M公司sowt分析和企業(yè)自身營銷狀況分析。再次，針對天津M鋁公司自身產(chǎn)品特點進行了市場細分、確定目標市場、對市場進行了定位，為下一步提出營銷策略打下基礎，最后對M公司的產(chǎn)品策略、網(wǎng)絡營銷策略、渠道策略、渠道策略進行全方位的設計，提出了適合企業(yè)自身特點，可操作性強的營銷策略，并針對營銷組合策略制定了相應保障措施，從人才保證、管理制度、企業(yè)文化等方面進行優(yōu)化和完善，，從而保證營銷策略的實施。相信本文的研究不僅能夠給M公司帶發(fā)展來幫助，而且也能為鋁型材行業(yè)的其它公司在制定營銷策略時提供一定的借鑒。
[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.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.32

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