Research on marketing strategy of ZW aluminum co., LTD
Abstract
Aluminum products are frequently seen and extensively used in daily life because of their
properties. Aluminum has light weight, corrosion resistance, as well as clear plasticity products
which make it a good choice in construction industry, transportation industry, power meter
industry and packaging products industry. With the rapid development of social economy, the
reality business becomes increasingly prominent, which indirectly driving the development of
its affiliated enterprises, including the ones engaged in construction aluminum materials.
In this thesis, the author take Liaoyang ZW aluminum co., LTD as research object and gain
its strengths, weaknesses, external opportunities and threats in the industry through the SWOT
analysis. According to the analysis results, the author set objectives and generate management
strategy for the company in the future development. Liaoyang ZW aluminum co., LTD. is a
aluminum profile processing enterprise which has considerable scale and influence. It is an
important issue that how could ZW aluminum co., LTD seize the opportunity, meet the
challenge and keep on development in face of such a competitive and rapid changing climate.
Therefore, it is very important and urgent for the company to set up a targeted marketing
strategy, which is the core content in this thesis.
The marketing problems that Liaoyang ZW aluminum co., LTD. has are widespread in
aluminum industry in China, especially the small-scale enterprises. Through the research, the
author hopes that Liaoyang ZW aluminum co., LTD. could find and improve the weakness in
the operation and management, get over the current business distress, and raise the company’s
operation and management level gradually. Secondly, the author hopes that the research results
and solutions in this article could help aluminum industry avoid risks caused by the insufficient
of management, and those enterprises which has the same management problems could use for
reference to find some valuable strategies suits them.

Key words: aluminum profile environmental analysis SWOT marketing strategy