Researches On Forest Products Marketing System Based On The Marketing Value Chain

The development of forestry industry not only depends on the macro-policy support and institutional guarantee, but also needs micro-units' (Forestry Enterprises) vitality to promote the industrial restructuring and sustainable development. Currently, China's forest resources are scarce, relatively speaking, forestry enterprises utilize forest resources inefficiently, forest products marketing methods are backward, products' value addition is low, the structure of products is irrational, and the contradiction between supply and demand is serious. Improving the forest products marketing skills will help to allocate the forest resources oriented by market demand, enhance the forest products value addition, improve the forest products supply, accelerate the forest products transaction, and increase forestry enterprises'profitability and efficiency of forest resources'utilization. This research was based on a survey of forest products marketing, built a forest products marketing system to guide forestry enterprise to carry out marketing efforts, and enhance the level of forest products marketing.First of all, this dissertation investigated and analyzed the characteristics of China's forest products market. The author designed evaluation index system and questionnaire to investigate forest products manufacturing enterprises'marketing activities, appraised their marketing abilities, analyzed the existing problems of forest products marketing, and pointed out that changing the marketing concepts and carrying out the systematical marketing were the ways to increase forest products marketing level.Secondly, this dissertation proposed the Marketing Value Chain theory, designed the forest products marketing system based on the Marketing Value Chain. The marketing system consists of five sub-systems:the forest products market research, the forest products'value creation, the forest products marketing channel system, the forest products'customer relationship value management, and the forest products integrated marketing communication. The five sub-systems were coupled by the Marketing Value Chain, the routes of value are: value discovery, value creation, value delivery, customer value transform, and value communication. This dissertation studied and demonstrated the five sub-systems of the forest products marketing system. First, the forest products market researche:the purpose of market research is to find out the customer value based on customer demands. This dissertation constructed the analysis model of forest products customer value, and established the forest products marketing information system; second, the forest products value creation:pointed out the way of value creation based on the value hierarchy of forest products and added value by brand, innovation and pricing management; third, the forest products marketing channel system: the character of forest products transaction is to deliver value through the forest products marketing channel. The author designed the forest products marketing channel system; fourth, the forest products'customer relationship value management:the dissertation proposed measurement methods of forest products customer relationship value, analyzed the driving factors to increase the customer relationship value, and figured out the approaches to add customer relationship value and methods of customer relationship management; fifth, the forest products integrated marketing communication:the dissertation brought forward the integrated marketing communication strategies, demonstrated the integrated dimensions of IMC, and constructed the forest products integrated marketing communication model.Finally, the dissertation built the forest products marketing guarantee system from the micro, industrial and macro level. The Micro enterprises'level proposed:building the marketing-oriented organization, constructing the professional marketing team, and reengineering marketing business processes; the industrial level proposed:giving play the management role of industry associations in regulating the market behaviors, strengthening industry self-controlling, playing the role of information platform for enterprises to provide trade information consulting, providing forest products communication platform, and promoting foreign trade; the macro level proposed:deepening the forestry industry reform, building special forest industrial clusters, accelerating the construction of forest product certification system, and optimizing the forest products innovation system.The research presented marketing value chain theory, and established the forest products marketing system, which was a new paradigm of marketing research. Applying this forest products marketing system methodologies into enterprises'marketing practice, will help to improve the efficiency of forest products marketing, inspire the great potential of forest products manufacturing enterprises, and be of significance for promoting the forestry industry development.