摘 要当前，伴随着世界经济随着飞速发展，越来越多的国内铜行业厂商不断崛起，近些年来铜行业市场已逐渐成饱和趋势。中铝东南铜业作为新创立的公司，其优秀的产品质量和服务质量受到了广大消费者的认可，但面对这竞争如此激烈复杂的市场，如何保持并提高自己的核心竞争力和广大消费者的品牌忠诚度才是关键。通过研究东南铜业的市场目标分析、经营现状、SWOT 分析、STP 分析与营销策略，总结出东南铜业目前所面临的一些问题，如推销手段单一、产品不具影响力、服务质量有待提高、产品缺少创新，并针对其提出相应有效的改进措施：添加推销手段、加强品牌建设提升品牌价值、提升服务质量和提高产品创新。 关键词：铜；东南铜业；SWOT 分析；STP 分析。AbstractAt present, with the rapid development of the world economy, more and more domestic copper industry manufacturers continue to rise, in recent years, the copper industry market has gradually become a saturated trend. As a newly established company, the excellent product quality and service quality of Chinalco southeast copper industry has been recognized by the majority of consumers, but in the face of such a fierce and complex market, how to maintain and improve their core competitiveness and brand loyalty of the majority of consumers is the key. By studying the market target analysis, operation status, SWOT analysis, STP analysis and marketing strategy of southeast copper, this paper sums up some problems faced by southeast copper at present, such as single marketing means, no influence of products, service quality to be improved, lack of innovation of products, and puts forward corresponding effective improvement measures: adding marketing means, strengthening brand building and upgrading products Brand value, service quality and product innovation.Key words: copper; Southeast copper industry; SWOT analysis； STP analysis目 录1 绪 论............................................................
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