【摘要】：進(jìn)入二十一世紀(jì),在短短的十幾年間,中國(guó)的鋁箔工業(yè)步入了高速發(fā)展的快車道,速度發(fā)展之快,規(guī)模產(chǎn)能增長(zhǎng)之大令全世界矚目。如此高速發(fā)展的中國(guó)鋁箔市場(chǎng)正在逐漸改變著世界鋁箔市場(chǎng)的格局。每一家鋁箔企業(yè)的鋁箔市場(chǎng)營(yíng)銷策略的正確制定顯得尤為迫切和重要。而NCA公司正坐在中國(guó)鋁箔急速穿行的火箭中找尋著自已的位置。本文以期運(yùn)用現(xiàn)代的市場(chǎng)營(yíng)銷理論來(lái)指導(dǎo)NCA公司土耳其鋁箔市場(chǎng)營(yíng)銷策略的制定,幫助公司另辟蹊徑,開辟一條營(yíng)銷的康莊大道。在充分查閱相關(guān)文獻(xiàn)的基礎(chǔ)上,本文首先對(duì)中國(guó)鋁箔市場(chǎng)的發(fā)展現(xiàn)狀、NCA公司土耳其鋁箔發(fā)展的宏觀環(huán)境、NCA公司土耳其鋁箔市場(chǎng)客戶和競(jìng)爭(zhēng)對(duì)手狀況等進(jìn)行分析總結(jié),據(jù)此對(duì)該市場(chǎng)進(jìn)行細(xì)分,并確定NCA公司的目標(biāo)市場(chǎng)為B2B市場(chǎng)。并在B2B營(yíng)銷理論的指導(dǎo)下進(jìn)一步確定NCA公司土耳其鋁箔市場(chǎng)產(chǎn)品、定價(jià)、渠道和促銷的營(yíng)銷策略組合及關(guān)系營(yíng)銷策略。產(chǎn)品策略倚重有針對(duì)性地生產(chǎn)每個(gè)客戶需要的核心產(chǎn)品；定價(jià)策略為大眾產(chǎn)品采取跟隨策略,質(zhì)量穩(wěn)定、人無(wú)我有產(chǎn)品采取價(jià)格高于競(jìng)爭(zhēng)對(duì)手的避讓策略；渠道策略采取直接分銷渠道模式；促銷策略以人員推銷為主。關(guān)系營(yíng)銷側(cè)重內(nèi)外和諧,以期達(dá)到客戶滿意的目的。本文以理論事,采用實(shí)證調(diào)研方法,綜合運(yùn)用文獻(xiàn)檢索、對(duì)比分析等方法,針對(duì)NCA公司土耳其鋁箔市場(chǎng)的特點(diǎn),對(duì)其營(yíng)銷策略進(jìn)行了探索性研究,以期使NCA公司土耳其鋁箔市場(chǎng)有一個(gè)更光明的前景。同時(shí),對(duì)NCA公司其他國(guó)際市場(chǎng)鋁箔營(yíng)銷具有一定的借鑒意義。
[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.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.32

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