本文關(guān)鍵詞： 鋁型材 swot分析 stp設(shè)計(jì) 營(yíng)銷(xiāo)策略　出處：《河北工業(yè)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：鋁型材以其獨(dú)特的裝飾性、優(yōu)良的隔音、保溫及可回收性廣泛應(yīng)用于建筑領(lǐng)域，而又憑借其一次擠壓成型及較高的機(jī)械物理性能、良好的導(dǎo)熱性能及較高的比強(qiáng)度等優(yōu)點(diǎn)，被愈來(lái)愈廣泛地用于交通運(yùn)輸、電子、機(jī)械、輕工、石油、化工、航空、航天等領(lǐng)域。 作為國(guó)內(nèi)眾多的生產(chǎn)廠(chǎng)家之一，M公司面臨的競(jìng)爭(zhēng)十分激烈。但同時(shí)，我國(guó)繼續(xù)城鎮(zhèn)化發(fā)展戰(zhàn)略和中國(guó)工業(yè)轉(zhuǎn)型，這就給了M公司來(lái)了機(jī)遇與挑戰(zhàn)。本文立足于M公司現(xiàn)狀和產(chǎn)品特征，通過(guò)營(yíng)銷(xiāo)環(huán)境分析、競(jìng)爭(zhēng)對(duì)手分析、客戶(hù)需求分析，進(jìn)行細(xì)分市場(chǎng)、確定目標(biāo)市場(chǎng)，進(jìn)行產(chǎn)品定位，改進(jìn)營(yíng)銷(xiāo)策略，幫助企業(yè)建立市場(chǎng)優(yōu)勢(shì)。 首先，本文對(duì)鋁型材行業(yè)的現(xiàn)狀、競(jìng)爭(zhēng)對(duì)手和M公司主要客戶(hù)進(jìn)行分析并對(duì)行業(yè)進(jìn)行了五力模型分析。其次從政治、經(jīng)濟(jì)、技術(shù)等四個(gè)方面進(jìn)行了宏觀(guān)環(huán)境分析和M公司sowt分析和企業(yè)自身營(yíng)銷(xiāo)狀況分析。再次，針對(duì)天津M鋁公司自身產(chǎn)品特點(diǎn)進(jìn)行了市場(chǎng)細(xì)分、確定目標(biāo)市場(chǎng)、對(duì)市場(chǎng)進(jìn)行了定位，為下一步提出營(yíng)銷(xiāo)策略打下基礎(chǔ)，最后對(duì)M公司的產(chǎn)品策略、網(wǎng)絡(luò)營(yíng)銷(xiāo)策略、渠道策略、渠道策略進(jìn)行全方位的設(shè)計(jì)，提出了適合企業(yè)自身特點(diǎn)，可操作性強(qiáng)的營(yíng)銷(xiāo)策略，并針對(duì)營(yíng)銷(xiāo)組合策略制定了相應(yīng)保障措施，從人才保證、管理制度、企業(yè)文化等方面進(jìn)行優(yōu)化和完善，，從而保證營(yíng)銷(xiāo)策略的實(shí)施。相信本文的研究不僅能夠給M公司帶發(fā)展來(lái)幫助，而且也能為鋁型材行業(yè)的其它公司在制定營(yíng)銷(xiāo)策略時(shí)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(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.32

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