摘 要
铝型材以其独特的装饰性、优良的隔音、保温及可回收性广泛应用于建筑领域，
而又凭借其一次挤压成型及较高的机械物理性能、良好的导热性能及较高的比强度
等优点，被愈来愈广泛地用于交通运输、电子、机械、轻工、石油、化工、航空、
航天等领域。
作为国内众多的生产厂家之一，M 公司面临的竞争十分激烈。但同时，我国继
续城镇化发展战略和中国工业转型，这就给了 M 公司来了机遇与挑战。本文立足于
M 公司现状和产品特征，通过营销环境分析、竞争对手分析、客户需求分析，进行
细分市场、确定目标市场，进行产品定位，改进营销策略，帮助企业建立市场优势。
首先，本文对铝型材行业的现状、竞争对手和 M 公司主要客户进行分析并对行
业进行了五力模型分析。其次从政治、经济、技术等四个方面进行了宏观环境分析
和 M 公司 sowt 分析和企业自身营销状况分析。再次，针对天津 M 铝公司自身产品特
点进行了市场细分、确定目标市场、对市场进行了定位，为下一步提出营销策略打
下基础，最后对 M 公司的产品策略、网络营销策略、渠道策略、渠道策略进行全方
位的设计，提出了适合企业自身特点，可操作性强的营销策略，并针对营销组合策
略制定了相应保障措施，从人才保证、管理制度、企业文化等方面进行优化和完善，
从而保证营销策略的实施。相信本文的研究不仅能够给 M 公司带发展来帮助，而且
也能为铝型材行业的其它公司在制定营销策略时提供一定的借鉴。
关键字：铝型材 swot 分析 stp 设计 营销策略
ABSTRACT
Aluminum with its unique decoration, excellent sound insulation, thermal insulation
and recyclability are widely used in the construction sector and by virtue of its extrusion
molding and high mechanical and physical properties, good thermal conductivity and
high strength-to-weight ratio, etc., are more and more widely used in transportation,
electronics, machinery, light industry, petroleum, chemical, aviation, aerospace and other
fields.
M facing very intense competition as one of the many domestic manufacturers. But
at the same time, the development strategy of China's continuing urbanization and
industrial transformation, which gave the M to the opportunities and challenges. This
article is based on the M status and product features, marketing environment analysis,
competitor analysis, customer needs analysis, market segments, identify target markets,
product positioning, improved marketing strategy to help enterprises to establish a market
advantage.
Firstly, the status quo of the aluminum industry, the Company's major customers of
competitors and M analysis and industry analysis of the five forces model. Second, from
the four aspects of the political, economic, technical and other macro environment
analysis and M sowt analysis and marketing situation analysis. Again Tianjin M
aluminum Features market segmentation, target market, market positioning, and lay the
foundation for the next step proposed marketing strategy, the final the M product strategy,
internet marketing strategy, channel strategy, a full range of design, channel strategy for
their own characteristics, maneuverability is strong marketing strategy and marketing mix
strategy to develop appropriate safeguards, to optimize and improve the talent assurance,
management systems, corporate culture and other aspects, in order to ensure the
implementation of the marketing strategy. I believe that this study not only with M
development to help, but also to other companies in the aluminum industry to develop a
marketing strategy to provide a reference.
KEYWORDS: aluminium alloy sections，swot analysis，stp design，Marketing
strategy