【摘要】：鋁合金的密度低強(qiáng)度高,塑性好,同時具有優(yōu)良的導(dǎo)電、導(dǎo)熱和抗腐蝕性,這使得鋁合金能夠廣泛應(yīng)用于工業(yè)、建筑、交通和人民生活各方面中,使用量僅次于鋼。隨著我國經(jīng)濟(jì)的快速發(fā)展,國人的消費(fèi)能力也在不斷提升,人們在改善生活的同時促進(jìn)了鋁制品消費(fèi)量的快速增長。巨大的市場需求促進(jìn)了國內(nèi)鋁制品企業(yè)的迅速擴(kuò)張,使得鋁制品市場的競爭日趨激烈,形勢日益嚴(yán)峻。在當(dāng)前鋁制品日趨同質(zhì)化的市場形勢下,企業(yè)應(yīng)當(dāng)加強(qiáng)營銷理念,制定符合企業(yè)實(shí)際的營銷戰(zhàn)略,從而提高企業(yè)的市場競爭力。 本論文將市場營銷理論與鋁制品企業(yè)和鋁產(chǎn)品的特點(diǎn)相結(jié)合,以A鋁制品公司為例,通過SWOT分析,分析A鋁制品公司面臨的外部環(huán)境的機(jī)會與威脅以及內(nèi)部資源的優(yōu)勢與弱勢,運(yùn)用STP理論對A鋁制品公司的市場和客戶進(jìn)行研究,結(jié)合4Ps理論、4Cs理論和4Rs理論著重對A鋁制品公司的市場營銷策略制定進(jìn)行探討,最后對公司市場營銷策略的實(shí)施保障進(jìn)行闡述。本論文首先是對A鋁制品公司的營銷現(xiàn)狀進(jìn)行分析,主要包括介紹公司的基本情況、現(xiàn)行的營銷策略以及存在的問題。其次分析A鋁制品公司的營銷環(huán)境,包括利用SWOT分析來分析公司面臨的外部環(huán)境和內(nèi)部環(huán)境,以及供求狀況。第三,運(yùn)用STP理論對A鋁制品公司所處的行業(yè)進(jìn)行市場細(xì)分,從而確定公司的目標(biāo)市場,而后根據(jù)選定的目標(biāo)市場進(jìn)行定位。第四,根據(jù)上述分析的結(jié)果對A鋁制品公司的營銷策略進(jìn)行優(yōu)化,結(jié)合4Ps、4Cs和4Rs營銷理論,提出適合A鋁制品公司的市場營銷策略。最后,提出A鋁制品公司市場營銷策略的實(shí)施保障。 本文的結(jié)論是：根據(jù)A鋁制品公司的實(shí)際情況制定的以顧客需求為導(dǎo)向的產(chǎn)品策略、以顧客成本為導(dǎo)向的價格策略、便捷性渠道策略、以溝通為基礎(chǔ)的促銷策略、與顧客建立關(guān)聯(lián)營銷策略、建立快速反應(yīng)機(jī)制和關(guān)系營銷策略是可行的、有效的,具有可操作性。 本論文以A鋁制品公司為研究對象,制定符合該公司實(shí)際的市場營銷策略,以期對A鋁制品公司的市場營銷活動有較好的指導(dǎo)作用和實(shí)際應(yīng)用價值。同時也期望能對同類企業(yè)市場營銷策略的制定具有一定的借鑒意義。
[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.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.3

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