Study Of Marketing Strategy And Tactic Of Southwest Aluminum Corporation (Group) Co., Ltd

With alloy aluminum material &aluminum prodoct's wide use in the industry,agriculture,national defence and civilian products,the aluminum industry is having a unprecedented boom.Large and small enterprises in the aluminum industry try different marketing strategy and tactic to gain more market share.This thesis's research object is Southwest Aluminum Corporation(SAC). Based on the SAC's marketing situation in the recent years and with the theoretical use of management and marketing, strategy and tactic, pinpointed the SAC's marketing strategy and tactic and made improvement.The SAC's latest marketing philosophy --market-orientated market strategy has succeeded to make the SAC in the balck after 9 consecutive years' financial loss. Grounded on the intensive analysis of the SAC, the aluminum industry and competition, firstly the thesis depended on the SWOT, Porter. M.'s 5F MATRIX to study the SAC's marketing strategy and refine it to suit the SAC's internal and external environment and it's development target, secondly the thesis studied the SAC's marketing tactic with the help of marketing combination tactic and differentiation tactic and proposed proper marketing tactic to facilitate the SAC's further development.In addition, the thesis gave a E-Business resolution under the current backdrop of economic informationization and globalization.