Study On Marketing Strategy Of A Aluminium Company

Low density high strength aluminum alloy, the plastic is good, at the same time has good conductivity, thermal conductivity and corrosion resistance, the aluminum alloy can be widely used in industry, construction, transportation and people’s life in various aspects, usage is second only to the steel. With the rapid development of economy of China, the consumption ability of people is also rising, people promote the rapid growth of the aluminum consumption when they improve their lives. The huge market demand to promote the rapid expansion of domestic aluminum enterprises, makes the aluminum market increasingly fierce competition, the situation is becoming more and more serious. The current market situation of aluminum products become increasingly homogeneous, enterprises should strengthen the marketing idea, develop accords with the practice of enterprise marketing strategy, so as to improve the market competitiveness of enterprises.This paper combining the marketing theory and the characteristics of aluminum company and products, use A Aluminium Company for example, analysis the external environment opportunities and threats faced by A Aluminum Company as well as the advantage and weakness of internal resources through the SWOT analysis. Using the STP theory study of firms in the market and customers of A Aluminum Company. Combining the theory of4Ps,4Cs and4Rs theory focuses on A Aluminium Company’s marketing strategy are discussed. Finally elaborates the marketing strategy of the implementation of A Aluminum Company. This paper is first to A Aluminium company’s marketing present situation carries on the analysis, mainly including this paper introduces the basic information of the company, as well as the problems existing in the current marketing strategy. A second analysis the aluminium company’s marketing environment, including the use of SWOT analysis to analyze the company facing the external environment and internal environment, as well as the supply and demand. Third, using the STP theory to A aluminum products company in the industry for market segmentation, to determine the company’s target market, and then according to the selected target market positioning. Fourth, according to the results of the analysis to optimize A Aluminium company’s marketing strategy, combined with the4ps,4cs and4rs marketing theory, put forward suitable for A Aluminium company’s marketing strategy. Finally, the paper puts forward A Aluminium company’s marketing strategy of the implementation of the security.The conclusion of this paper is:according to actual situation of firms in A customer oriented product strategy, customer cost oriented facility price strategy, channel strategy, based on the communication of the promotion strategy, associated with customers to establish marketing strategy and set up A rapid response mechanism and relationship marketing strategy is feasible and effective, operable.This paper with A aluminum company as the research object, Accords with the practice of this company’s marketing strategy, in order that A Aluminium company’s marketing campaign has good guidance and practical application value. Also hope that for similar enterprise marketing strategy formulation has a certain reference significance.