【摘要】：本文通過(guò)運(yùn)用市場(chǎng)營(yíng)銷(xiāo)的理論及工具，對(duì)A鋁材公司所面臨的宏觀營(yíng)銷(xiāo)環(huán)境（政治、經(jīng)濟(jì)、技術(shù)、人口、生態(tài)環(huán)境）、競(jìng)爭(zhēng)環(huán)境、公司內(nèi)部環(huán)境、客戶(hù)特征和客戶(hù)行為進(jìn)行了分析，得出A鋁材公司在當(dāng)今形式下機(jī)會(huì)與威脅并存且機(jī)會(huì)大于威脅的基本結(jié)論；而后結(jié)合鋁型材市場(chǎng)細(xì)分和對(duì)A鋁材公司SWOT分析結(jié)果，對(duì)A鋁材公司作出了致力于專(zhuān)業(yè)生產(chǎn)銷(xiāo)售中高檔建筑鋁材、工業(yè)鋁型材的市場(chǎng)定位。最后，根據(jù)市場(chǎng)定位及目標(biāo)市場(chǎng)決策的結(jié)果，結(jié)合A鋁材公司的實(shí)際情況，制定出了以產(chǎn)品、渠道、價(jià)格、促銷(xiāo)策略為內(nèi)容的營(yíng)銷(xiāo)策略組合來(lái)解決其面臨的營(yíng)銷(xiāo)困境。 A鋁材公司的營(yíng)銷(xiāo)問(wèn)題對(duì)鋁材行業(yè)中小型企業(yè)來(lái)說(shuō)具有普遍性，通過(guò)本文的研究成果，一方面希望A鋁材公司通過(guò)運(yùn)用其分析結(jié)論和解決方案來(lái)應(yīng)對(duì)目前的營(yíng)銷(xiāo)困境，，提升A公司的營(yíng)銷(xiāo)管理水平；另一方面希望本文能對(duì)整個(gè)鋁材行業(yè)營(yíng)銷(xiāo)水平的提高提供方案參考,同時(shí)也為存在同樣問(wèn)題的企業(yè)在制定營(yíng)銷(xiāo)策略方面起到積極的借鑒作用。
[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.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.3;F274

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