Research On Marketing Strategy Of Z Tissue Paper Company

Life paper is one of the necessities of modem life,and our country has a large population,the domestic market demand for paper is relatively large.The rapid development of the economy has also led to the rapid development of the life of the paper industry,people are increasingly high demand for living paper.However,due to the lack of timber resources in China,most of the raw materials of papermaking paper-making enterprises will need to be imported from abroad,such as Finland,the United States,Canada and other countries,the forest coverage rate is high and the paper-making raw materials are abundant,there are more than 90%wood pulp,and thus become a major country in the world of pulp and paper making.Because of this,the paper industry perennial bear the burden of high cost and low profit.In order to improve the status quo of paper-making enterprises,the most direct way is to improve the enterprise marketing strategy for small profits.This paper on paper the status of our country,the market environment,Z paper company's present situation,advantages and disadvantages,marketing and a series of content were systematically analyzed and summarized,and give reasonable marketing strategy suggestions.First of all,this paper focuses on the subject of our paper analyze,expounds the consumption situation of China life paper changes,current situation,purpose is to understand the whole life of paper market environment,in order to further study the enterprise survival environment.Secondly,taking Z company as an example,introduces the development history and the present situation of Z company,and then points out the existing problems,and give a reasonable improvement measures to solve these problems;a detailed analysis one by one from the marketing environment of politics,economy and social culture,technology,market and consumer market and competition.Again,from the perspective of marketing analysis of Z company's strengths and weaknesses;the threats and opportunities for market development of the market environment;discusses the choice and positioning target market brand strategy and competition strategy,and the use of SWOT analysis from four aspects,the proposed Z company to play the ultimate advantage to improve the disadvantages of multiple,analyze and solve problems,and the domestic and foreign well-known brands of low price competition in the market,publicity,enhance brand awareness,improve customer satisfaction to improve the situation through a better way to continuous innovation and development of new products,so that in the market competitive environment and better development and stable status.Then,the product of Z company from the core,basic and added the three levels to analyze the product and price strategy;and from the network promotion and marketing,advertising,sales promotion,public relations and other aspects to give promotion strategy suggestions,and pointed out that the promotion is to let consumers have more attention and interest the goods,so as to achieve the goal of enterprise sales increased.Finally,this paper expounds how to ensure the effective implementation of the marketing strategy of Z company.At present,the domestic well-known brands such as "Hearttex","Vinda" is very successfully occupied the market,the majority of consumer recognition and favor,Z paper company is still in the market development period,although has made certain achievements,but compared with the big brands there is a certain gap,the concept of marketing,brand consciousness and product category are lacking,need to analyze and solve problems in order to better use of their own advantages,avoid the disadvantages,find the most suitable enterprise development path,in order to domestic paper market environment under the fierce competition in the domestic long-term stability.The purpose of this paper is to improve the marketing strategy of Z company.At the same time,this paper also has some reference value for the development and improvement of the marketing of other companies in the paper industrv.