摘要
瓦楞纸展示架是POP(Pointofpurchase)展示架的一种，又称为瓦楞纸板
POP，是纸包装产品向广告媒体转型的一种新的应用和尝试.主要运用场合是超市、
卖场，主要用途用于产品促销，刺激引导消费和活跃卖场气氛.近十几年中，由
于国内外对环保的重视，纸展示架行业发展十分迅速，中国纸展示架出口量逐年
增加.然而,近几年由于全球经济复苏缓慢以及国内原材料价格上升和劳动力成
本不断上涨，X公司出口量出现少许下滑.在这种复杂多变的市场营销环境中，X
公司需要及时调整营销策略，进而提升出口销量。
本论文以X公司为研究对象，X公司是以瓦楞纸POP展示架产品为主要产品
出口的中小型企业，本文首先对STP理论和4Ps营销组合理论进行了介绍,然后
通过近几年的销售数据分析以及通过对所有部门的田野调查，找到X公司目前营
销方面存在的产品、价格、促销和渠道方面的问题，接着结合STP理论和4Ps营
销组合理论对X公司目前所面临的营销问题进行梳理和分析，最后给出具体的建
议，比如差异化报价，增加线上销售和社媒销售等。
本论文研究的开展既有助于提升X公司的市场竞争力，为X公司发展提供理
论的依据，也可为同行业公司提供一些有益的借鉴
关键词：瓦楞纸 POP，策略，STP理论，4Ps营销组合理论
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ABSTRACT
Corrugated display stand is a kind of POP (Point of purchase) display stand, also
known as corrugated cardboard POP. It is a new application and attempt to transform
paper packagingproducts intoadvertising media.The mainapplications are
supermarkets and stores. It is used for product promotion, stimulate and guide
consumption and activate the atmosphere of the store. In the past ten years, due to the
emphasis on environmental protection at home and abroad, the corrugated display
industry has beendeveloped very rapidly, andthe export volume ofChina's
corrugated display has increased year by year. However, in recent years, due to the
slow recovery of the global economy, rising domestic raw material prices and rising
labor costs, X Company's export volume has declined slightly. In this complex and
volatile marketing environment, X company needs to adjust marketing strategy in
time, so as to improve export sales.
This thesistakes X companyas the researchobject, which isa small and
medium-sized enterprise exporting corrugated POP display products as its main
products. Firstly, this thesis introduces the theory of STP and 4Ps marketing mix, then
through the sales data analysis in recent years and through the field investigation of all
departments, to find out the problems of product, price, promotion and channel in X
company's current marketing, and then combined with STP theory and 4Ps marketing
mix theory to sort out and analyze the current marketing problems faced by X
company, and finally gave specific suggestions. Such as differentiated quotation,
increase online sales and social media sales and so on.
The research of this thesis will not only help to enhance the market competitiveness of
X company, provide theoretical basis for the development of X company, but also
provide some valued information for companies in the same industry
Keywords:Corrugated POP Display； Strategy； STP theory； 4Ps Marketing mix
theory
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LIST OF ABBREVIATIONS
POP=Point of Purchase
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