How to effectively increase the market share of aluminum trading companies has become the primary task of marketing research of aluminum trading companies. Marketing is highly concerned and valued in aluminum trading companies, and the marketing theory is becoming more and more perfect. The following is what I recommend to you, I hope you like it!

Chapter 1 "Research on Marketing Strategy of Aluminum Trading Company"

Abstract: It is king for enterprises to effectively sell their products in the market competition. According to my own marketing experience in aluminum trading company, combined with modern marketing management concept, the author digs out the marketing skills of my own marketing work, and briefly discusses the marketing strategy of aluminum trading company.

Keywords: trading company; Market; market strategy

The application of nonferrous metal aluminum in modern industry is becoming more and more important, and the trade volume of aluminum has also increased year by year in recent years. How to effectively increase the market share of aluminum trading companies has become the primary task of marketing research of aluminum trading companies. Marketing is highly concerned and valued in aluminum trading companies, and the marketing theory is becoming more and more perfect, such as the three core elements of marketing strategy: STP*** market segmentation S, target market selection T, market positioning P*** and 4P marketing combination strategy * * * product, price, channel and promotion * * *. Marketing theory is widely used in the marketing activities of aluminum trading companies and plays a very important role in practice.

1. Analysis on the Necessity of Marketing of Aluminum Trading Company

In the value chain of aluminum products procurement, production and sales, consumers and suppliers need the connection of aluminum products trading companies to complete the procurement activities of aluminum products, which gives birth to the marketing activities of aluminum products trading companies. Specifically, the marketing necessity of aluminum trading companies is reflected in the following three aspects: First, due to the asymmetry of market information, consumers are limited by the consumption time limit of aluminum products, and it is difficult to contact and find specific suppliers of aluminum products one by one. For example, consumers urgently need aluminum plates with the thickness of 606 1-T4 and 1mm, and they need to rely on aluminum trading companies due to time constraints and asymmetric market information; Second, due to the limitation of transaction scale, it is difficult for consumers to reach a production agreement directly with suppliers. For example, a consumer enterprise needs about 0.5 tons of aluminum plate, and the production of a small amount of aluminum products is difficult to be accepted by suppliers, so it is necessary to rely on aluminum trading companies to help find the spot; Thirdly, due to the shortage of their own funds, it is difficult for consumer enterprises to buy aluminum products directly. Enterprises urgently need aluminum raw materials to support production, and they need to buy aluminum products through the pre-financing of trading companies to support production activities. These reasons have spawned aluminum trading companies, which are also the market advantages and core competitiveness of aluminum trading companies.

2. Analysis of marketing strategy of aluminum trading company

According to my own marketing experience, the author summarizes the marketing strategy of aluminum trading company and draws the following four points.

2. 1 Establish the concept of customer service

Establish the service concept of "customer first" and carry out customer service activities correctly. First, establish the concept of customer service and regard marketing as a service. Marketing service is not only the basic value transmission of the commodity itself, but also a kind of transmission and service of psychology and perception in the process of communicating with customers. Marketing service should be in the customer's psychological comfort zone, so that customers can identify with the product value, and gradually establish the brand image in the follow-up service, and give play to the word-of-mouth marketing effect. Especially in the era of personalized customer service demand, customers' perception of service quality, price and satisfaction will directly determine the success or failure of marketing activities. Second, the marketing staff of aluminum trading companies should also grasp the psychological comfort zone of customers. Everyone has his own inherent habits, concepts, behavior patterns, thinking patterns and psychological stereotypes, and has long been in his own psychological comfort zone. In this area, he will feel relaxed, have his own rhythm, his own way of doing things, and his own mode of dealing with people. Facing different customers, marketers need to combine different psychological comfort zones to correctly implement customer service activities.

2.2 improve the quality of marketing personnel

The development of trading companies can not be separated from the professional skills of marketers, and the key to success is to give professional things to professional people. In marketing activities, you must never make unrealized trade transactions with customers for the sake of orders. Once the customer's demand cannot be realized as scheduled, it will damage the image and trust of the trading company. This requires the marketing staff of leading trading companies to have high quality. First, be familiar with the basic functions and uses of the product. There are many series of aluminum products, and each series is divided into many States, which increases the difficulty for marketers to be familiar with the products, especially for non-professional non-ferrous metal processing marketers. Second, identify marketing risks. When the customer's integrity is insufficient, even when the transaction is fraudulent, it is necessary for marketers to identify it. In addition, national trade also needs to effectively identify national policy risks, such as preferential tax refund policies and exchange rate risks brought about by overseas economic changes. , which requires high-quality marketing personnel. Third, strive to expand or create market opportunities. Market demand is not fixed or limited. Good marketers can strive to expand or create market opportunities, so as to place orders in time and turn non-customers into customers. Trading companies should organize, encourage, motivate, reward and manage marketing personnel, and give full play to the role of talents.

2.3 Strengthen the construction of marketing network

Modern aluminum trading companies should take the market as the starting point and consumer demand as the center, and make full use of internet marketing means. For example, using ERP system to establish a perfect supply chain for trading companies and realize data integration, business collaboration and centralized management. The supply chain of aluminum trading company includes economic supply chain, risk-taking supply chain, responsive supply chain and agile supply chain. The supply chain of aluminum trading company needs to be built with partners in combination with the actual situation to form a strategic alliance to resist risks. First, comprehensively evaluate and assess the production capacity, supply capacity, reputation and risk-taking of suppliers, and implement classified management for different suppliers; Second, integrate the business processes of trading companies. Clearly understand the inventory situation of trading companies, strengthen the communication between warehouse administrators and marketers of aluminum trading companies, establish ERP systems, realize information sharing, integrate business processes, and promote smooth and clear trade marketing.

2.4 the implementation of flexible pricing strategy

The pricing strategy of aluminum trading company is flexible and changeable to achieve win-win marketing purposes. When communicating with customers, marketers should learn to put themselves in their own shoes and show strong altruism in negotiations. Although the market price is important, it is more important that the market transaction is win-win, which not only meets the different needs of customers, but also conforms to the profit space of trading companies and the basic profits of suppliers. For example, customers in developed countries such as Western Europe and North America pay more attention to marketing value, details, reputation and quality, while customers in less developed countries such as Eastern Europe, India and Africa pay more attention to price sensitivity. Therefore, aluminum trading companies should formulate different and flexible pricing strategies in combination with customer groups in different countries and regions to meet the different needs of customers.

Someone once summed up the marketing activities as "strangers selling politeness, regular customers selling enthusiasm, urgent customers selling efficiency, slow customers selling patience, rich customers selling dignity, no money selling interests, fashionable selling fashion, professional selling specialty, petty selling loyalty, stingy selling interests, enjoying selling services, vain selling honor, picky selling details and easy-going selling identity." The author thinks that there is a certain truth, and the marketing strategy is skillful. We should give full play to the marketing strategy to achieve a win-win situation in trade.

References:

Liu Xiliang. Research on the core competitiveness of professional foreign trade companies [D]. Anhui University, 2005*** 10***

[2] Wen Hai, P. Lindert, Wang Xinkui. International trade [M]. Century Publishing House, 2003

[3] Gary Hynes. Learn marketing in eight hours [J]. Enterprise management press, 20 13*** 1***

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