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近年来,随着供给侧的不断推进与落实,各行各业产业结构不断调整与优化, 尤其是产能过剩问题,是所有行业不得不面对的问题。造纸行业亦是如此,2019 年我国继续执行积极稳健的财政政策,在国家宏观经济调控的过程中造纸业得到 了稳步的发展,相较于2018年,2019年我国制造业各类型产品增长不一,但总产 量和消费量均得到提升,造纸业产业在发展过程中从总体上来讲相对较为稳定, 但随着我国环保政策和环保要求的不断细化,给造纸业的发展带来了机遇与挑战。 在国家宏观经济调控下,造纸业产能过剩问题日益凸显。在此背景下,部分中小 型造纸企业面临着被淘汰风险,整个造纸行业面临重新洗牌格局。JG纸业作为当 前国内造纸龙头企业之一,具有较强的竞争力与竞争优势,面对多方竞争,JG纸业如 何把握机遇,应对挑战是当前JG纸业亟待解决的关键问题。透过JG纸业的组织市场 营销现状来看,当前JG纸业在营销过程中还存在诸多问题亟待解决,如销售流程问题、 产品营销问题等等,这些问题的存在制约了JG纸业的可持续发展,削弱了JG纸业的 竞争力提升。 鉴于此,本文以JG纸业为研究对象,首先阐述了课题的研究背景、意义、背景、 国内外研究现状等内容,其次针对组织市场概念及相关理论进行综述,为课题研究奠定 理论基础,再者分析了JG纸业工业纸组织市场营销现状,透过现状剖析JG纸业工业 纸组织市场营销所存在的问题,包括业务营销流程问题、产品营销问题、营销渠道问题、 价格营销问题及营销人员问题等,再次,立足于JG纸业工业纸组织市场营销环境,对 JG纸业内外部及行业环境进行深入剖析,进而在此基础上预测了JG纸业工业纸组织市 场需求,最后结合JG纸业实际情况,基于市场细分理论下提出了JG纸业工业纸组织 市场营销战略选择,并从流程改进、产品策略优化、渠道策略优化、价格策略优化及加 强营销队伍的建设等方面提出了JG纸业工业纸产品营销优化策略,为确保策略得以实 施,从营销保障、物流保障、服务保障三个层面提出了组织市场营销优化策略保障措施, 以期为JG纸业工业纸产品营销提供借鉴与参考。 通过JG纸业组织市场营销策略的实施,能够帮助JG纸业扎根于工业纸组织市场, 确定JG纸业工业纸更好的把控市场发展方向,利用现有优势、规避劣势,抓住机遇, 迎接挑战,为实现JG纸业实现可持续发展,稳坐龙头企业奠定基础。 关键词:JG纸业;工业纸;组织市场;营销战略;营销策略 III Abstract Inrecentyears,withthecontinuouspromotionandimplementationofthesupplyside, industrialstructureadjustmentandoptimizationofallwalksoflife,especiallytheproblemof excesscapacity,isaproblemthatallindustrieshavetoface.Papermakingindustryalsoisso, in2019ourcountrycontinuetoimplementactivefiscalpolicy,reliableinthenational macroeconomicregulationandcontrolintheprocessofthedevelopmentofpaperindustry hasbeensteadily,comparedwith2018,2019,ourcountrymanufacturingvarioustypesof productshavedifferentgrowth,improved,buttheproductionandconsumptioninthe developmentprocessofpapermakingindustryingeneralisrelativelystable,butalongwith theenvironmentalpolicyandenvironmentalrequirementsofcontinuouslydetailed,brought opportunitiesandchallengestothedevelopmentofpaperindustry.Underthestate macroeconomiccontrol,thepaperindustryovercapacityproblemisincreasinglyprominent. Inthiscontext,somesmallandmedium-sizedpaperenterprisesarefacingtheriskofbeing eliminated,andthewholepaperindustryisfacingareshufflepattern.JGpaper,asoneofthe leadingdomesticpaper-makingenterprises,hasstrongcompetitivenessandcompetitive advantages.Inthefaceofmulti-partycompetition,howtoseizetheopportunitiesandmeet thechallengesisthekeyproblemtobesolvedurgentlyforJGpaper.Accordingtothecurrent organizationalmarketingsituationofJGpaperindustry,therearestillmanyproblemstobe solved,suchassalesprocessproblemsandproductmarketingproblems,whichseriously restrictthesustainabledevelopmentofJGpaperindustryandweakenthecompetitiveness improvementofJGpaperindustry. Inviewofthis,thisarticletakesJGpaperastheresearchobject,firstelaboratedthe researchbackground,significance,backgroundandresearchstatusathomeandabroad, secondlytoorganizemarketingconceptsandrelatedtheorieswerereviewed,forresearchto laythetheoreticalfoundation,furtheranalyzestheJGpaperindustrialorganizationmarketing presentsituation,thepaperthroughthestatusquoanalysisoftheexistingmarketingJGpaper paperindustrialorganization,includingbusinessmarketingprocessproblems,product marketing,marketingchannels,price,marketingandthemarketingpersonnelissues,etc., onceagain,basedontheJGpapertissuepaperindustrymarketingenvironment,OfJGpaper IV researchesininternalandexternalenvironmentandindustry,andthenonthebasisofforecast theJGpapertissuepaperindustrymarketdemand,finally,incombinationwiththepractical situationofJGpaper,basedonmarketsegmentationtheorythepaperputsforwardtheJG paperindustryorganizationmarketingstrategychoice,andfromaprocessimprovement,the optimizationofproductstrategy,channelstrategy,pricestrategy,optimizetheandstrengthen theconstructionofmarketingteamproposedJGpaperindustrialpaperproductsmarketing optimizationstrategy,inordertoensurethestrategyimplemented,frommarketing,logistics, serviceguaranteethreelevels:theorganizationmarketingoptimizationstrategyguarantee measuresareputforward,InordertoprovidereferenceforJGpaperindustrypaperproduct marketing. Throughtheimplementationofthemarketingstrategy,JGpapergroupscanhelpJG paperpaperrootedinindustrialorganizationmarket,determinetheJGpaperpaperindustry tobettermeetthemarketdevelopmentdirection,useoftheexistingadvantagesandavoid disadvantages,seizetheopportunity,meetthechallenge,fortherealizationoftheJGpaper realizesustainabledevelopment,comfortablyleadingenterpriseslaythefoundation. Keywords:JGpaperindustry;Industrialpaper;Organizingthemarket;Marketing strategy;Themarketingstrategy V 目录 第1章绪论...............................................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景.............................................................................................................1 1.1.2研究意义.............................................................................................................1 1.2国内外研究现状...........................................................................................................2 1.2.1营销理论的研究.................................................................................................2 1.2.2造纸业组织市场营销的研究.............................................................................4 1.3研究内容及方法...........................................................................................................5 1.3.1研究内容.............................................................................................................5 1.3.2研究方法.............................................................................................................6 1.4可能的创新点...............................................................................................................6 第2章相关理论基础...............................................................................................................7 2.1组织市场营销...............................................................................................................7 2.2理论基础.......................................................................................................................8 2.2.14Ps理论...............................................................................................................8 2.2.2STP理论..............................................................................................................9 2.2.3营销组合理论.....................................................................................................9 2.2.4客户关系理论...................................................................................................10 第3章JG纸业工业纸组织市场营销现状及问题...............................................................12 3.1JG纸业发展概况........................................................................................................12 3.1.1JG纸业简介......................................................................................................12 3.1.2JG纸业产品结构....................................................