Research On The Marketing Strategy Of XF Aluminum Co., Ltd

As China's investment in infrastructure continues to increase and the industrialization process accelerates,the aluminum profile processing industry closely related to it has developed rapidly.The good prospects for the development of the industry have brought about increasingly fierce competition in the industry,and the degree of intensification of enterprises has continued to deepen.Aluminum profile processing enterprises need to diversify to meet market demand and expand market share.As one of the earliest large-scale professional state-owned enterprises in China to produce aluminum alloy profiles,XF Aluminum Industry Co.,Ltd.is now in a dilemma of declining sales and continuous decline in sales.Marketing is a key link,and developing a reasonable marketing strategy can help enterprises reverse the current situation.Marketing dilemma.This paper first expounds the relevant theories and the development of the industry,applies the marketing knowledge to the actual management of aluminum profile processing enterprises,and combines the marketing status and existing problems of XF Aluminum Co.,Ltd.,using PEST theory tools to analyze the outside world.The macro environment,using SWOT theory tools to analyze the advantages and disadvantages of the enterprise and the threat of external opportunities,and combined with the environment to demonstrate how the company's marketing strategy can be used to avoid weaknesses,using the Porter Five Force model to analyze the current competitive environment of the enterprise,combined with the above analysis,4P theoretical perspective for the establishment of a complete marketing strategy for the enterprise,and overall planning,to ensure the implementation of the marketing strategy.Finally,a summary and outlook were made for this paper.