本文试通过运用所学的市场营销专业知识，对我国铝工业企业中铝加工材市
场营销管理现状进行分析，找出存在问题和不足，在进一步研究国内外铝加工材
市场营销管理发展趋势的基础上，拟结合当前山东能源肥矿集团泰山铝业公司铝
加工材市场形势及企业现状，提出切实可行的具有针对性市场营销对策。
该文指出，泰山铝业公司(以下简称泰铝)要尽快实现由生产观念向市场营销
观念的转变；要以营销为中心，对铝产品营销业务流程加以改造；要实施全面质
量管理，提高铝产品质量；要大力实施服务营销，把客户满意作为服务营销的最
高追求；要积极运用客户关系管理工具，巩固发展战略客户，提高市场占有率。
通过上述手段，推动铝工业企业适应市场经济大环境，加强市场营销管理，加快
解决铝工业企业深层次矛盾与问题，提升企业管理水平，增强企业核心竞争力，
实现企业可持续发展。
关键词：泰山铝业公司；市场营销；铝加工材；行业发展分析ABSTRACT
Marketing is one of the important functions of the management of aluminum
industry.Under the background of rapid development of world economy globalization,
and continuous development of Chinese socialist market economy, the market
competition becomes more and more intense, and marketing has been more and more
paid attention to by enterprises. At present, the aluminum products possess a good
foundation and good environment for development as well as face the continuous
changing market environment and deep-seated contradictions and problems. There are
many problems exist in the development, such as labor costs rising but
competitiveness of enterprises declining; capacity disorderly expanding leads to
supply exceeding demand but meager profit of overall industry gains. The industry
has a weak independent R & D capability and the product type’s lack of systematic
and other outstanding problems. This thesis tries to analysis the present management
of aluminum marketing that exists in our aluminum enterprises and find out the
problems and deficiencies. On the basis of studying the development trend of
marketing management of enterprises producing aluminum products both in and
abroad, this thesis proposes the feasible pertinence measures combined with the
marketing situation of aluminum products and status of Feicheng mining group
Co.,Ltd Taishan aluminum company. The thesis points out that Taishan aluminum
company should change views from production to marketing as quickly as possible.
We should take marketing as the centre and transform the aluminum marketing
process. We should carry out total quality management and improve the quality of
aluminum products. We should implement service marketing vigorously and take the
service satisfaction as the highest pursuit goal of service marketing. We should apply
customer relationship management tools to consolidate and develop the strategic
customers and increase market share. Through these measures, we could promote
aluminum industrial enterprises to adapt to the marketing economic environment, and
strengthen marketing management, and accelerate to solve deep-seated contradictions
and problems of the aluminum industry enterprises, and improve enterprise
management level and enhance the core competitiveness of enterprises, to realize the
sustainable development of the enterprises.
Key words：Taishan Aluminum Inc Marketing and sales Aluminum processing
materials Industry development analysis
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