| TK is a well-known paper making company in Indonesia.Its distribution network has reached the United States,Hongkong,ASEAN countries,some European and African countries.Its products have been sold all over the world.The research done in this paper is to open up the Chinese market.China's proposed the new silk road,also known as the "One Belt One Road",is to promote Asian economic cooperation.One Belt One Road aims to promote economic integration in the Eurasian region.It was inspired by the success of the Silk Road in the past.The author hopes that under this strategic background,the appropriate marketing strategy for TK company could be formulated,open up the Chinese market,and provide practical suggestions for the company's development.This paper is based on SWOT analysis and 4R marketing strategy analysis,combined with the actual situation of TK company and the Chinese market.Using the combination of theoretical research and empirical research,deductive and inductive research methods,the paper makes a comprehensive study of TK company's marketing strategy and puts forward new suggestions.This paper starts from SWOT analysis to see the strength and weaknesses of TK company and also the opportunities and threat faced in accordance with One Belt One Road policy.This paper also looks the factor of the marketing problem,starts from analyzing the macroeconomic factor such as the big event that has occured in the world and impact the paper industry,Gross domestic product of some countries,world paper demand,and also regional demand for paper pulp and paperboard.Finally,4R marketing theory is used to analyze the marketing strategy of TK company from four aspects of relevance,reaction,relationship and reward,and provide reasonable suggestions.The author of this paper hopes that this will not only help improve the marketing strategy of TK company,but also play a further role in promoting the academic research of 4R theory. |
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