摘要
论文主要对云铜股份公司的营销战略定位进行分析。在云铜股份的经营工作
中，产品的销售是重点。它既是产品能否顺利实现销售，资金能否安全回笼的关
键环节，又关系到企业利润目标的实现。就目前来看，由于生产成本的不断上涨
及原料供应的日趋紧张，致使铜市场的竞争已经从产品质量和类别的竞争转变为
产品营销战略的竞争。企业只有借助营销这一商业手段，通过制订一整套适合自
身特点及市场客观实际的竞争策略，才能指引企业在市场上占据竞争优势。
论文结合云铜股份公司生产经营现状及发展目标，采用以定性分析为主的研
究方法，从分析云铜股份公司所处的营销环境入手，通过采用采用波特五力竞争
力模型及 SWOT 分析模型对企业宏观和微观环境的剖析，以市场细分理论及 4P
营销理论做为理论依据，对云铜股份公司的营销目标及营销战略定位的实施进行
研究。
按照经营者市场细分的理论,以及铜冶炼加工行业的行业特点，云铜股份公
司将客户市场细分为三类，分别是贸易商型客户、加工商型客户、终端类型客户。
根据对消费者市场及经营者市场的细分，及对细分市场的分析，云铜股份公司从
自身实际出发，选择贸易商型客户及加工商型客户作为目标市场。针对不同的目
标市场，云铜股份公司推行差异性营销战略，通过实施不同的营销策略组合，提
升公司在市场上的竞争力。同时云铜股份公司依托客户信用风险管控体系、风险
控制 KPI 指标、标准合同以及期货套期保值来对经营风险进行风险控制。
论文的创新之处在于提出可以通过对目标市场上决定公司盈利水平的不同
要素进行收集分析，根据不同要素在公司利润率中所占的比重，制做全价值计算
模型，以该模型中不同变量发生变化后，对企业的利润将产生的影响作为公司的
决策依据，让公司管理和决策可以被客观地量化，减少决策失误概率。同时，以
全价值模型数据作为对象，找出对不同细分市场上对公司利润贡献高的要素，将
这些要素作为工作的主要对象，深入挖掘这些要素的盈利潜力，最终提升公司的
综合竞争力，制定具有云铜股份特色的营销战略。
关键词：云铜；目标市场；战略定位
Abstract
Thesis mainly on yunnan copper co., LTD marketing strategy are analyzed. In a cloud of
copper shares work, products sales is the key. It is both products can successfully achieve sales
and money can be the key link of safety cage, and related to the profit objective company. For
now, due to the rising cost of production and raw material supply tension, the copper market
competition has been rising from the quality of the products and categories of competition for the
product marketing strategy in the competition. Enterprise only with the help of the business
marketing tool, through the suitable for their own characteristics and formulate a set of objective
and actual market competition strategy, to guide enterprises in the market competitive advantage.
yunnan copper co., LTD production management present situation and the development goals,
predominantly qualitative analysis research methods, from the analysis of cloud in the marketing
environment of copper co. LTD., by using porter's five competitiveness model and SWOT
analysis model to the enterprise macro and micro environment analysis, market segmentation
theory and the 4 p marketing theory as theoretical basis, the yunnan copper co., LTD's marketing
objectives and the implementation of the marketing strategy for research.According to the market
segmentation theory, an operator and the industry characteristics of the copper smelting
processing industry, yunnan copper co., LTD will customer market subdivided into three
categories, respectively is trader type customer, processors customers, terminal types.
According to the consumer market and market segmentation, and the analysis of market
segments, from their own actual conditions yunan copper co. LTD., option traders type as the
target market customers and processors customers. According to different target market,yunan
copper co., LTD implementation of differentiated marketing strategy, through different marketing
combination strategy, the promotion of the competitiveness of the company in the market. While
cloud copper corporation depends on the customer credit risk control system, risk control, KPI,
standard contracts and futures hedging is to control the risk of operating risk.