1 分类号，F435 学校代码，10697 密 级，公开 学 号，201732275 硕士专业学位论文 Dissertation for the Professional Degree of Master XF 铝业有限公司营销策略研究 学科名称，工商管理 专业学位类别，工商管理硕士 作者，顾培莉 指导老师: 杨小卿 西北大学学位评定委员会 二○一九年响)决不u叭日 ‘体”“‘，，’吵冷划 拿班冰壑娜哪任权莫郸冲g攀拐不申让l姐邺即绷蛆计肇警麟罩。 秦斗茸尽杯草柑娜即素体郊匹妞坚侄宙拜即牡材。牌绍一回工锥即回军醉 终苯尘召导Itiw丫sw塔肇絮猫甚拜w班V, q畜七招业母导IOU借-MIF丫 giftPuArM畜.骆骡现郑七眯工不申WiPn 1l档狂扣家撰w那卒W幸 卑丫草田’壑百不哪素体终苯瞥幸丫华合独华音上歼县即班试工锥瑟 MIR丫素鑫体界苯拜钊杯草朗 、之*;”叹日 “盯“邢’蹄臀一， 借限界不译耻采理摸粗幸草朗。 加、态诊切啼日 。，。二奔驴不赫- 万杯粤翻《申国素毋lfv不丢派熟格谏》觅衬尽相丫森珊毕。 匆犯襟幸素体将苯“回aRM中国针素环半保置班犷现涂柑栩松幸;;}F OIT * 最御丫草斋澎艳谏斗县杯攀。丛商畜宙漆山，褪山郭润理掀着$l1击坏倍炒 将不基回扣银回.束丫裕拓-UyF丫鑫皿留松幸鑫杯拐丫即咨珊彬拙补丫 草橄借民能单国*iMM_M柑娜5}不rGX叩4 014,1=41 1FI :>; I;L 0丫Jr}k 牢丫浓带工o9diF丫素丫.1.怀帝1&1' 1Ttti:yr.}.xt};Jru}#0 ;t:jc 鳗非￥素奈体男不润报乐拓琅田:h 摘要 I 摘要 随着我国对基础建设的投资持续加大，工业化进程的加速，与之密切关联的铝型材 加工行业发展迅速。行业发展的良好前景带来了行业竞争日渐激烈，企业集约化程度不 断加深，铝型材加工企业需要多元化发展以满足市场的需求，扩大市场占有率。XF 铝 业有限公司作为国内最早生产铝合金型材的大型专业国有企业之一，目前却陷入了销量 连年下滑、效益持续下降的困境，营销作为关键一环，制定合理的营销策略能很大程度 上帮助企业扭转目前营销困境。 本文首先对相关理论及行业发展状况进行了阐述，将市场营销知识运用到铝型材加 工业企业实际管理中来，结合 XF 铝业有限公司营销现状及存在问题，运用 PEST 理论 工具分析了该企业外界宏观环境，运用 SWOT 理论工具分析了企业内部的优劣势与外 部机会威胁，并结合环境论证企业营销策略该如何扬长避短，利用波特五力模型分析了 企业目前所处竞争环境，结合以上分析，从 4P 理论角度为企业建立起一套完整的营销 策略，并统筹全局，为营销策略的落实进行了保障计划。最后，做出了总结和展望。 关键词，营销环境，营销策略，保障措施西北大学硕士学位论文 II ABSTRACT 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. Keywords ，marketing environment, marketing strategy, safeguard摘要 III 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录.................................................................................................................................III 第 1 章 绪论.......................................................................................................................1 1.1 选题背景与研究意义...............................................................................................1 1.1.1 选题背景...........................................................................................................1 1.1.2 研究意义...........................................................................................................2 1.2 研究内容与框架结构..............................................................................................2 1.2.1 研究内容...........................................................................................................2 1.2.2 框架结构...........................................................................................................3 1.3 研究方法与本文创新点..........................................................................................4 1.3.1 研究方法...........................................................................................................4 1.3.2 本文创新点.......................................................................................................4 第 2 章 相关理论与文献综述...........................................................................................5 2.1 国有企业界定..........................................................................................................5 2.2 市场营销基础理论..................................................................................................5 2.2.1 PEST 理论.........................................................................................................5 2.2.2 SWOT 理论.......................................................................................................5 2.2.3 波特五力理论...................................................................................................5 2.2.4 4P 理论..............................................................................................................6 2.3 国内外研究文献综述..............................................................................................7 2.3.1 国外相关研究综述...........................................................................................7 2.3.2 国内相关研究综述...........................................................................................7 第 3 章 XF 铝业有限公司基本情况及市场营销策略中存在问题................................ 9 3.1 XF 铝业有限公司简介............................................................................................ 9 3.1.1 公司基本情况...................................................................................................9 3.1.2 公司组织架构...................................................................................................9西北大学硕士学位论文 IV 3.1.3 公司业务范围...................................................................................................9 3.1.4 公司资产负债主要情况.................................................................................10 3.1.5 近六年主要经营指标完成情况.....................................................................10 3.2 XF 铝业有限公司市场营销现状...........................................................................11 3.2.1 推行全产业链营销模式.................................................................................11 3.2.2 建筑工程类产品仍然是主要盈利来源.........................................................12 3.2.3 工业型材市场是未来主战场.........................................................................13 3.2.4 金属板材市场以直销为主.............................................................................13 3.3 XF 铝业有限公司市场营销策略中存在的问题.................................................. 13 3.3.1 产品研发滞后.................................................................................................13 3.3.2 价格策略保守.................................................................................................14 3.3.3 销售渠道建设单一.........................................................................................14 3.3.4 促销策略未获实效.........................................................................................14 3.3.5 生产计划与销售计划脱节.............................................................................15 第 4 章 XF 铝业有限公司营销环境分析...................................................................... 16 4.1 宏观环境 PEST 分析.............................................................................................16 4.1.1 政治环境分析.................................................................................................16 4.1.2 经济环境分析.................................................................................................16 4.1.3 技术环境分析.................................................................................................16 4.1.4 人口环境分析.................................................................................................17 4.2 XF 铝业有限公司 SWOT 分析.............................................................................17 4.2.1 优势分析.........................................................................................................17 4.2.2 劣势分析.........................................................................................................18 4.2.3 机会分析.........................................................................................................19 4.2.4 威胁分析.........................................................................................................20 4.2.5 SWOT 分析矩阵图.........................................................................................20 4.3 基于波特五力模型的行业竞争分析....................................................................22 4.3.1 现有竞争者分析.............................................................................................22 4.3.2 潜在进入者威胁.............................................................................................26 4.3.3 替代产品威胁.................................................................................................26摘要 V 4.3.4 顾客的议价能力.............................................................................................26 4.3.5 供应商的议价能力.........................................................................................27 第 5 章 XF 铝业有限公司营销策略的制定.................................................................. 28 5.1 产品策略................................................................................................................28 5.1.1 建筑型铝型材增加种类并提高附加值.........................................................28 5.1.2 工业型铝型材实现轻量化产品大批量生产.................................................28 5.1.3 加强新产品的研发.........................................................................................29 5.1.4 强化产品质量及履约能力管控.....................................................................30 5.1.5 调整产品结构，提高盈利水平.....................................................................30 5.1.6 制定精准生产计划.........................................................................................31 5.2 价格策略................................................................................................................31 5.2.1 调整产品价格实现统一价格管理.................................................................32 5.2.2 经销商及销售人员返利.................................................................................32 5.2.3 特别价格政策.................................................................................................32 5.3 渠道策略................................................................................................................33 5.3.1 营销机构调整.................................................................................................33 5.3.2 多样化营销渠道.............................................................................................33 5.3.3 增加城市零售业务.........................................................................................34 5.3.4 建立网络营销渠道.........................................................................................34 5.4 促销策略................................................................................................................35 5.4.1 增加推销人员.................................................................................................35 5.4.2 投放广告宣传.................................................................................................35 5.4.3 参加行业研讨会.............................................................................................36 5.4.4 积极参加展会.................................................................................................36 5.4.5 特殊客户推销政策.........................................................................................36 第 6 章 XF 铝业有限公司营销策略的保障措施.......................................................... 37 6.1 机制保障................................................................................................................37 6.1.1 建立与企业相适应的营销机制.....................................................................37 6.1.2 建立营销策略的督查机制.............................................................................37 6.1.3 抓好体系建设.................................................................................................37西北大学硕士学位论文 VI 6.2 组织保障................................................................................................................38 6.2.1 营销人员的培训与激励.................................................................................38 6.2.2 提高安全生产管理保障.................................................................................38 6.2.3 塑造企业执行力文化.....................................................................................39 6.3 技术保障................................................................................................................39 6.3.1 加大生产设备更新和改造力度.....................................................................39 6.3.2 建立技术人才梯队.........................................................................................40 6.3.3 引进市场高精尖技术.....................................................................................40 第 7 章 结论.....................................................................................................................42 7.1 全文总结性结论....................................................................................................42 7.2 有待研究的问题....................................................................................................42