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论文编号：	13002
作者编号：	2320180720
上传时间：	2021/12/21 12:53:51
中文题目：	宏桥铝业营销策略研究
英文题目：	Research on Marketing Strategy of Hongqiao Aluminum
指导老师：	薛红志
中文关键字：	营销，宏桥，铝业，魏桥
英文关键字：	Marketing，Hongqiao，aluminum，Weiqiao
中文摘要：	位于山东省邹平市的山东魏桥创业集团，原主营产业为棉纺织，后因当地电力紧张开始兴建自备电厂，电量富余后，2002年开始涉足铝行业，第一个设计产能五万吨的电解铝厂命名为“滨州铝业科技有限公司”。随着产能不断扩大，公司更名为“山东宏桥铝业有限公司”，2011年公司将部分热电和铝业产能以“中国宏桥集团有限公司”打包在香港联交所上市，股票代码01378。业内常用的山东魏桥、魏桥铝电、宏桥铝业、中国宏桥，均代指山东魏桥创业集团旗下的“氧化铝—电—铝—铝深加工”联产业务，本文标题及后续正文将统称为“宏桥铝业”。可以说，宏桥铝业的发展史，从某种程度上，也是中国铝工业的发展缩影，从零到近千万吨级，再从近千万吨到数百万吨级，这一巨大经济体在市场经济浪潮中崛起，又因环保危机、政策调控、资本运作等外围冲击而经受种种磨难、重重打压。其中有很多经验教训可以吸取。 总体来说，宏桥铝业近二十年的发展历程可梳理归纳为四大阶段，其中2002年至2006年为第一阶段，2006年至2016年为第二阶段，2016年至2019年为第三阶段，2019年以后为第四阶段。本文通过梳理分析在此发展历程中的诸多外在现象和内在问题，去探寻宏桥铝业超常规发展的偶然性，和后期减产关停的必然性。 本文通过运用PEST、SWOT模型工具，对宏桥铝业的发展历程和发展现状进行了细致的梳理回顾，并详细分析了公司的宏观营销环境、微观营销环境和内部营销环境，深入挖掘公司在营销领域存在的若干问题，包括缺乏营销观念，缺乏营销组织机构，薪酬制度的激励性不足，主销产品较低端等等。经过深入剖析发现，这些问题产生的本质原因，还是由于企业缺乏整体的营销策略，更缺乏长远的战略规划。企业在发展过程中，一定被市场牵着走，盲目的做大，却没有自主的思考和深入地科学地分析研判市场，更缺乏对未来不可控因素和突发政策变化的预测。这是导致后来企业逐渐陷身泥沼的根本原因。 但在新的市场时期，依然存在着新的市场机遇，在全面的分析研究了问题的根源之后，利用STP模型对市场进行了细分和定位，并运用4P和4P、4C相结合的理论，制定了一系列组合营销方案，为企业从单一产品销售向提供解决方案的服务营销转变，提供了理论支持。通过进一步深入探讨公司营销所面临的机遇，为企业的再发展寻找到了新的路径和办法。 本文从营销策略的设计原则、具体目标、市场细分、目标市场选择、目标市场定位，以及产品、渠道、价格、促销、激励制度等方面，有针对性地提出了系统性的组合营销策略建议；并从组织架构、工作流程、完善培训制度和建立客户关系管理制度等方面提出了宏桥铝业实施这一组合营销策略的保障措施。
英文摘要：	Located in Zouping City, Shandong Province, Shandong Weiqiao Company is the most sought after company in the process of industrialization. I joined Shandong Weiqiao Company in 2002. Since then, I have been fighting at the forefront of the market for 18 years and engaged in the marketing of aluminum products of the group. I am fortunate to have personally experienced the growth process of Weiqiao aluminum industry from zero to millions of tons. Also witnessed the huge economy in the market economy wave due to environmental crisis, policy regulation, capital operation and other external shocks and suffering. It can be said that the development history of Hongqiao aluminum industry, to some extent, is also the epitome of the development of China's aluminum industry, from zero to nearly ten million tons, and then from nearly ten million tons to millions of tons. This huge economy has risen in the wave of market economy, and has suffered all kinds of hardships and heavy pressure due to external shocks such as environmental protection crisis, policy regulation and capital operation. There are many lessons to be learned. Generally speaking, the development process of Hongqiao aluminum industry in recent 20 years can be summarized into four stages, including the first stage from 2002 to 2006, the second stage from 2006 to 2016, the third stage from 2016 to 2019 and the fourth stage after 2019. By combing and analyzing many external phenomena and internal problems in this development process, this paper explores the contingency of the unconventional development of Hongqiao aluminum industry and the inevitability of production reduction and shutdown in the later stage. By using pest and SWOT model tools, this paper combs and reviews the development process and current situation of Hongqiao aluminum industry, analyzes the company's macro marketing environment, micro marketing environment and internal marketing environment in detail, and deeply excavates some problems existing in the marketing field of the company, including lack of marketing concept and marketing organization, The incentive of the salary system is insufficient, and the main products are low-end, etc. After in-depth analysis, it is found that the essential reason for these problems is the lack of overall marketing strategy and long-term strategic planning. In the process of development, enterprises must be led by the market and expand blindly, but they do not have independent thinking and in-depth and scientific analysis and judgment of the market, nor do they predict uncontrollable factors and sudden policy changes in the future. This is the fundamental reason why enterprises gradually fell into the mire later. However, in the new market period, there are still new market opportunities. After a comprehensive analysis and study of the root causes of the problems, the market is subdivided and positioned by using the STP model, and a series of combined marketing schemes are formulated by using the theory of 4P, 4P and 4C, which provides theoretical support for the transformation of enterprises from single product sales to service marketing providing solutions. By further exploring the opportunities faced by the company's marketing, it has found a new path and method for the redevelopment of the enterprise. This paper puts forward systematic suggestions on combined marketing strategy from the aspects of marketing strategy design principles, specific objectives, market segmentation, target market selection, target market positioning, products, channels, prices, promotion and incentive system; It also puts forward the guarantee measures for Hongqiao aluminum to implement this combined marketing strategy from the aspects of organizational structure, work flow, improving training system and establishing customer relationship management system.
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