A Study On The Marketing Strategy Of HISTAR Stationery Co., Ltd.

The domestic stationery industry has been developing rapidly in recent years and hasbeen gradually integrated into the increasingly fierce competition in the internationalenvironment. In the competition enterprises have been developing through the innovation ofproducts’ improving technology and enterprises have gained a certain market share. However,the market share development is not very clear and not to its satisfaction. One of the importantreasons is that there are some problems with the marketing strategy.Since it was founded, HISTAR Stationery Co. Ltd. has taken the path of foreign trade.But now due to various reasons, it has to turn to domestic market and begin product sales. Sohow to have the domestic consumers accept and recognize its brands and products? Obviously,enterprises must make enough efforts about the marketing strategy. Based on the marketingtheory, SWOT model as the theoretical foundation, this thesis takes HISTAR Stationery Co.Ltd. as an example, and studies marketing strategy with literature analysis, and other analysisways combined into the enterprise’s concrete development.At beginning, this thesis introduces the research background, purpose, problems andresearch methods, and so on. And then it describes the related theories in detail. In this part, ithas introduced several market concepts, marketing management process, target market andpositioning, followed by marketing mix theory, the theory of relationship marketing andcompetition strategy theory. With the above theory research results, this thesis targets adetailed analysis of HISTAR Stationery Co. Ltd. internal conditions and environment, operating conditions and external marketing environment. On the basis of the content, thisthesis focuses on the analysis of HISTAR Stationery Co. Ltd. marketing strategy. Thestationery products market requests market segmentation, and finds target market. Thus thisthesis puts forward the company’s product quality position and product characteristicorientation. According to the analysis of the product combination strategy and productdevelopment strategy, this thesis suggests that HISTAR Stationery Co. Ltd. make the way ofits own development with characteristics. In a certain degree, the product sales and pricing areinseparable. So based on the analysis of product pricing strategy, and the company’s pricesystem, this thesis puts forward to the relevant improvement suggestions. According to thecompany’s product characteristics and price strategy, the product distribution channels of therelated design, this thesis finds out the channel management problems and weaknesses,. As forthe problem of how to improve marketing status, this thesis also focuses on promotionstrategy and brand management strategy. This thesis thinks that promotion strategy should betaken in the terms of advertising, personnel, sales promotion and public relations and otheraspects. The company should accelerate its sales in a comprehensive way and with manychannels to promote sales. Of course, in marketing, the company must establish its own brandso that consumers have a profound and good impression, and the result is to lay a goodfoundation of consumer marketing. In the process of establishing its own brand, the companymust have one’s own way of making their own products well-known. Of course, the brandmarketing is based on the products with high quality foundation. High quality is the lifeline,essence and foundation of a good brand. The excellent quality and perfect service can give theconsumers a better image and thus a high reputation. Making a brand also means establishing the consumer confidence in products. It not only can promote the enterprise production,operation and management, but also can ensure the enterprise marketing on gooddevelopment path. In order to ensure the full and effective implementation of the abovestrategies, this thesis finally put forward to the measures of increasing new productdevelopment input, improving the quality system and adjusting the internal organizationalstructure and so on.