Research On Marketing Strategy Of Aluminum Products Of Zhongwang Aluminum Group

With the rapid economic development of our country,all kinds of infrastructure construction more and more attention,and aluminum processing industry is an essential infrastructure of an important material,aluminum profile market is more and more broad.But with the increase in demand,more and more aluminum enterprises have joined the huge market,leading to increasingly fierce competition.China Zhongwang Group is the second largest aluminum processing enterprise in the world and the first largest in Asia.With strong strength,Zhongwang Group is the leader of similar enterprises.However,with the increase of competitors,the market share of Zhongwang Group's aluminum products gradually dwindled,and its sales volume declined and profits decreased.In the face of this situation,we must immediately develop the marketing strategy suitable for the enterprise to get rid of the dilemma.This paper takes the aluminum marketing strategy research problem of Zhongwang Group of China as the research object,and combines the relevant marketing knowledge to solve the current problems of aluminum marketing of Zhongwang Group.This paper analyzes the macro marketing environment and micro marketing environment,including the macro environment,that is,the economic environment,the policy environment,the social environment and the technology environment;Micro-environment,including supplier analysis,department environment analysis,marketing intermediary analysis,customer analysis,competitor analysis.Of zhongwang aluminum marketing in macro and micro analysis,using the SWOT tool to zhongwang group aluminum market sales of strengths,weaknesses,opportunities and threats are analyzed,combined with aluminum to zhongwang aluminum company marketing SWOT analysis results,the advantage is not obvious,the disadvantages can be correct for zhong wang group made use of OW,namely restructuring strategy,to seize the opportunity to correct the weak strategic deployment.Then through the market segmentation of Zhongwang aluminum products,from the results of the second segmentation of business types and application fields,the market positioning of Zhongwang Group's aluminum products in the high value-added high-end market is obtained.Finally,according to zhong wang group aluminum market positioning and target market decisions as a result,in combination with the practical situation of zhong wang group,according to the theory of 4 p set zhongwang group marketing combination strategy,concrete is in terms of products,zhong wang group should use their own strengths-aluminum to expand market share,high added value to strengthen product innovation,and develop its own quality control standards to improve product quality.In terms of price,Zhongwang Group should strengthen price control management and formulate special price policies to attract customers.In terms of channels,strengthen the management of distributors,and actively develop new channels.In terms of sales promotion,we should improve after-sales service and increase brand publicity.The above strategies are targeted to solve the current marketing problems of Zhongwang Group.After solving the problem,the paper also makes a guarantee plan for the implementation of the follow-up strategy,and strengthens personnel training in the aspect of human resources guarantee to improve the overall quality of employees.Promote innovation in marketing model,continuously improve marketing commission policy,stimulate the intrinsic motivation of marketers,and improve the autonomy of marketers;In terms of technological support,we will promote technological innovation and attract highly skilled personnel.At the end of this paper,the author makes a conclusion about the analysis and decision.