The Research Of Q Paper Company’s Pricing Strategies

Q company is a research,development and manufacturing enterprise of domestic paper with straw paper as its characteristic.Founded in 1996,it is a circular economy enterprise with comprehensive utilization of crop straw as the core.The core technology of the company is the green and efficient utilization of crop straw such as wheat and corn.The core product is the household paper produced based on the technology of straw green utilization,and has complete independent intellectual property rights and industrial system.The core product is to convert waste straw into environmentfriendly materials through the new technology of clean pulping of straw,so as to turn waste into treasure and realize a virtuous cycle of resource-products and renewable resources.However,in recent years,with the rise of regional brands and the impact of various factors such as the change of purchase channels,Q Company also faces fierce market competition This paper takes Q company as the research object,and carries out the research on the marketing strategy optimization of household paper.Based on the introduction of the background and significance of the topic,research methods and marketing related theories,the existing internal and external environment of Q company is analyzed.In order to systematically understand the outstanding problems in marketing of Q company,the research carries out the questionnaire survey for customers and potential customers.Through the statistics of the survey results,the paper summarizes the outstanding problems in the marketing work of Q company from four aspects: product,price,promotion and channel.Next,under the guidance of STP theory,the marketing strategy design is completed according to the idea of market segmentation target market determination market positioning,and under the guidance of 4P theory,the marketing combination strategy design is carried out from the aspects of product,price,channel and promotion.Finally,the research carried out the design of safeguard measures from five aspects: updating marketing concept,strengthening team building,perfecting reward and punishment mechanism,paying attention to promotion activities and standardizing channel management.Through the above research,we have made a systematic and comprehensive analysis of the internal and external environment faced by Q company.The research ideas and research results of this paper provide practical guidance for Q company to carry out marketing strategy design and optimization research,which has strong practical significance and practical guiding value.