Study Of China Paper Packaging And Printing Enterprise Products And Promotional Strategies

Ever since the 1980's, the package printing industry in China has seen a rapid development along with the fast growing commodity economy and consumable market of the country. Once known as a "sun-rising industry" in China, the package printing industry has greatly promoted the processing industry of the country. Being a major part of package printing industry, paper package printing has been boosting in the latest years for being cost-effective and environment-friendly. Paper package printing has been widely applied in the areas closely related to our daily life such as food industry and pharmaceutical industry.The thesis elaborates on the internal and external marketing environments that Chinese paper package printing enterprises are facing with as well as their status quo and major problems in marketing. It also tries to analyze the product and promotion strategies in their marketing combination. Some proposals are brought as well in the thesis to solve the problems raised with an emphasis given to the product strategy and marketing strategy to be carried.The thesis is divided into seven parts as follows:Part 1: Introduction. This part gives the background for choosing the topic, the research method and its framework of the thesis.Part 2: Literature Review. This part reviews the relative theories concerning marketing, brand strategy, public relations and whole-staff-marketing.Part 3: Analysis on External Environment. This part stresses on the status quo of paper package printing industry in China, its external environment and the competition in the industry.Part 4: Analysis on Internal Environment. With the help of SWOT analyzing method, part 4 analyzes the internal environment of domestic paper package printing enterprises and points out some problems existing in their marketing.Part 5: The Product Strategy of Chinese Paper Package Printing Enterprises. The subjects discussed in this part include the brand strategy, the environment-friendly products, and the anti-false technology, etc.Part 6: Promotion Strategy. This part deals with the promotion issue through three aspects: public relations, whole-staff-marketing and customer satisfaction.Part 7: Conclusion. A conclusion of the above parts is drawn in this section along with a prospective view regarding this industry.It is hopefully that this paper could shed some light on the marketing of the paper package printing enterprises and other package printing efforts.