摘要
生活用纸是现代人们生活的必需品之一,而我国的人口众多,
国内生活用纸的市场需求量是比较大的。经济的快速发展也带动着
生活用纸行业的快速发展,人们对生活用纸的要求也越来越髙。然
而,由于我国木材资源缺乏,大部分造纸企业造纸的原材料都需要
从国外进口,如芬兰、美国、加拿大等国家的森林覆盖率较髙,造
纸原材料比较丰富,九成以上都是木浆造纸,因而也成为世界的主
要木浆造纸国家。正因为如此,造纸行业常年承受着髙成本低利润
的经营负担。为改善造纸企业现状,最直接的办法就是改善企业市
场营销策略,争取薄利多销。
本文分别对我国生活用纸的现状、市场环境,Z生活用纸公司
的现状、优势、劣势以及市场营销等一系列内容进行了系统的分析
总结,并给予合理的市场营销战略建议。
首先,本文围绕我国生活用纸的主题进行展开分析,阐述了我
国生活用纸的消费情况变化、现状等方面,目的是先了解整个生活
用纸市场的大环境,才能进而研究大环境下生存的企业。其次,以
Z公司为例进行分析,介绍了Z公司的发展历程、现状,并进而指
出了其目前所存在的问题,并针对这些问题给予了合理的改善措施;
从政治、经济、社会文化、技术等市场营销环境以及市场消费者、
竞争对手等进行了逐一细致的分析。再次,从市场营销的角度分析
了Z公司的优势和劣势;所处市场环境的威胁和市场发展机会;市
场目标的定位选择、品牌战略以及竞争战略等方面展开论述,并且
I
mm
运用了 SWOT分析法从四个方面进行了分析,建议Z公司把优势发
挥极致,改善劣势,多分析问题解决问题,不与国内外知名品牌低
价竞争,在市场的宣传力度、提升品牌知名度、提髙消费者满意度
等方面通过有利的方式改善状况,要不断创新和研发新产品,以便
在市场激励的竞争环境下更好地发展和稳固地位。然后,本文对Z
公司产品从核心、基本、附加这三个层次来剖析产品、价格策略;
并且从网络推广与销售、广告、营业推广、公共关系等方面给予了
促销战略的建议,并指出促销的目的就是让消费者对商品有更多的
关注和兴趣,从而达到销售量增加的企业目标。最后,阐述了如何
保障Z公司市场营销战略的有效实施。
目前国内知名品牌如心相印、维达等是很成功地占领着市场,
深受广大消费者的认可和青睐,Z生活用纸公司尚处于市场开拓时
期,虽然取得了一定的成绩,但是与大品牌相比还有一定的差距,
营销观念、品牌意识、产品种类等各方面也有所欠缺,需要分析问
题才能更好地解决问题,利用自身的优势,避免劣势,找到最适合
自己企业发展的道路,在国内竞争激烈的生活用纸市场环境下才能
长久稳定。
本文旨在为Z公司的市场营销策略提出改进方案,同时,本文
对于造纸行业其他公司的营销业务发展与改进,也具有一定的参考
价值。
关键词:生活纸产公司,生活用纸,市场细分,营销策略
n
ABSTRACT
RESEARCH ON MARKETING STRATEGY OF Z TISSUE
PAPER COMPANY
ABSTRACT
Life p^)er is one of the necessities of modem life, and our country has a laige population,
flie domestic market demand for p^)er is rclatively large. The rapid development of the economy
has also led to flie mpid development of flie life of flie p^)er industry, people arc increasingly
high demand for living p 印 er. However, due to flie lack of timber ^sources in China, most of flie
mw materials of p印ermaking p印er-making enterprises will need to be imported from abroad,
such as Finland, the United States, Canada and other countries, flie forcst coverage mte is high
and flie p印er-making raw materials are abundant, flierc 肌 morc than 90% wood pulp, and ftms
become a m句or country in flie world of pulp and p印er making. Because of fliis, flie p印er
industry perennial bear flie buiden of high cost and low profit. In order to improve the status quo
of p^)er-making enterprises, flie most dircct way is to improve flie enterprise marketing strategy
for small profits.
This p印er on p印er the status of our countiy,the market environment, Z p印er company&39;s
prcsent situation, advantages and disadvantages, marketing and a series of content werc
systematically analyzed and summarized, and give rcasonable marketing strategy suggestions.
First of all, fliis p^)er focuses on flie subject of our p印er analyze, e坤KDunds flie
consumption situation of China life p印er changes, currcnt situation, purpose is to understand the
wliole life of p^)er market environment, in order to fiirther study flie enterprise survival
environment. Secondly, taking Z company as an example, introduces flie development history
and flie prcsent situation of Z company, and flien points out the existing problems, and give a
rcasonable improvement measures to solve these problems; a detailed analysis one by one from
flie marketing environment of politics, economy and sodal culture, technology, market and
consumer market and competition. Again, from flie perspective of marketing analysis of Z
company
&39;
s stongths and weaknesses; the flireats and opportunities for market development of the
market environment; discusses flie choice and positioning target market brand strategy and
competition strategy, and flie use of SWOT analysis &)m four aspects, tiie proposed Z company
to play the ultimate advantage to improve the disadvantages of multiple, analyze and solve
problems, and flie domestic and forcign well-known brands of low price competition in flie
market, publicity, enhance brand awareness, improve customer satisfaction to improve flie
situation trough a better way to continuous imovation and development of new products, so fliat
in flie market competitive environment and better development and stable status. Then, flie
ni
ABSTRACT
product of Z company fe)m the corc, basic and added the flirce levels to analyze the product and
price strategy; and from flie network promotion and marketing, advertising, sales promotion,
public illations and other aspects to give promotion stmt^y suggestions, and pointed out that flie
promotion is to let consumers have morc attention and intercst flie goods, so as to achieve flie
goal of enterprise sales incrcased. finally, ftiis p^)er e坤)〇unds how to ensurc flie effective
implementation of flie marketing strategy of Z company.
At prcsent, flie domestic well-known bmnds such as tfearttex, Vinda is very
success&lly occupied the market, the m^ority of consumer ^cognition and fevor, Z p^)er
company is still in flie market development period, although has made certain achievements, but
compared with flie big brands flierc is a certain gap, the concept of marketing, brand
consciousness and product cat^ory arc lacking, need to analyze and solve problems in order to
better use of their own advantages, avoid flie disadvantages, find the most suitable enterprise
development path, in order to domestic p^)er market environment under flie fierce competition in
flie domestic long-term stability.
The purpose of ftiis p^)er is to improve flie marketing strategy of Z company. At flie same
time, fliis p^)er also has some rcfercnce value for flie development and improvement of flie
marketing of other companies in the p^)er industry.
Dadi Mao (Enterprises Management)
Supervised by Professor Qinping Du
KEY WORDS: tissue paper company, tissue paper, market segmentation, marketing
strategy
IV目录
目录
顯I
ABSTRACTIll
1猶1
1.1研究背景及意义
1
1.1.1石开丸背景
1
1.1.2论文研究的意义
2
1.2研究思路及论文框架
3
1.3研究方法及贡献
4
1.3.1研究方法
4
1.3.2研究贡献
5
2我国生活用纸市场状况
6
21行业和市场概况
6
2.1.1生活用纸行业的集中度和现代化程度
6
2.1.2生活用纸总体消费呈上升趋势
7
2.1.3生活用纸产能过剩
8
22我国生活用纸行业特点
9
2.2.1成本受国际纸浆价格影响较大
9
2.2.2产品同质化严重
10
2.2.3产品￥虽身寸范围车父小
11
3 Z生活纸产公司现状分析
12
3.1Z公司基本情况介绍
12
3.1.1Z公司简介
12
3.1.2营销现状及存在问题
13
3.2Z生活纸产公司外部环境分析
14
3.2.1Z生活纸产公司宏观环境分析
14
3.2.2市场消费者状况分析
18
3.2.3行业内主要竞争者分析
19
V目录
4Z生活纸产公司目标市场选择和营销策略
20
4.1SWOT 分析
20
4.1.1Z生活纸产公司优势
20
4.1.2Z生活纸产公司劣势
21
4.1.3Z生活纸产公司市场机会
21
4.1.4Z生活纸产公司外部威胁
22
4.2Z生活纸产公司目标市场选择